Advertising and Public Relations Research:

ISBN-10: 0765636069
ISBN-13: 9780765636065
Edition: 2014
List price: $89.95 Buy it from $33.88
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Description: Advertising and Public Relations Research is designed to serve as a comprehensive, primary text for research methods courses in Advertising and/or Public Relations programs. To fit the purpose of most undergraduate and masters' level courses, the  More...

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Book details

List price: $89.95
Copyright year: 2014
Publisher: M E Sharpe Inc
Binding: Paperback
Pages: 384
Size: 7.50" wide x 9.00" long x 0.75" tall
Weight: 3.520
Language: English

Advertising and Public Relations Research is designed to serve as a comprehensive, primary text for research methods courses in Advertising and/or Public Relations programs. To fit the purpose of most undergraduate and masters' level courses, the book concentrates on the uses and applications of research in advertising and public relations situations. Although the design and conduct of research is covered in ample detail, the primary goal of the book is not to make researchers of the readers themselves. Instead, the authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations. Advertising and Public Relations Research has been carefully crafted to enhance learning and comprehension. Each chapter begins with a bullet-point list of learning objectives. The text material (supplemented by plentiful exhibits) features the authors' clear, readable writing and applied orientation. Chapters conclude with a brief summary, discussion questions to help expand and test students' comprehension, suggested research exercises, and sources for additional information. The new edition of Advertising and Public Relations Research features several new chapters as well as deeper content in existing areas based on feedback from students, instructors and practitioners. New coverage includes: --New, separate chapter devoted to focus groups --New, separate chapter on in-depth interviews --New chapter on content analysis --Greatly expanded chapters covering all forms of qualitative research --Updated examples and case studies throughout the book This edition also features a first-ever Instructor's Manual, which includes a detailed chapter guide, PowerPoint slides, and sample test questions for each chapter.

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