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A practitioner's guide to public relations research, measurement, and evaluation

Author: Don W Stacks; David Michaelson
Publisher: New York : Business Expert Press, 2010.
Series: Public relations collection
Edition/Format:  Print book : English : 1st edView all editions and formats
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Document Type: Book
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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