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Document Type: | Book |
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All Authors / Contributors: |
Don W Stacks; David Michaelson |
ISBN: | 9781606491010 1606491016 9781606491027 1606491024 |
OCLC Number: | 1020046302 |
Description: | x, 229 p. : ill. ; 24 cm. |
Contents: | Part I. Introduction to public relations research, measurement, and evaluation -- Chapter 1. Introduction to research and evaluation in public relations -- Chapter 2. The business of public relations -- Chapter 3. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- Chapter 4. Secondary research -- Chapter 5. Qualitative research methodologies -- Chapter 6. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- Chapter 7. Survey methodology -- Chapter 8. Statistical analysis -- Chapter 9. Sampling -- Part IV. Wrapping up -- Chapter 10. Best practices in public relations research, measurement, and evaluation -- Appendix. Dictionary of public relations, measurement and research. |
Series Title: | Public relations collection |
Responsibility: | Don W. Stacks and David Michaelson. |
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