Advertising and Public Relations Research

Name: Advertising and Public Relations Research
Price: 9.93 USD
Availability: InStock
ISBN: 9780765624185

ISBN-10: 0765624184

ISBN-13: 9780765624185

Edition: 2010

Authors: Donald W. Jugenheimer, Samuel D. Bradley, Larry D. Kelley, Jerry C. Hudson

List price: $86.95

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Description:

This comprehensive volume concentrates on the uses and applications of research in advertising and public relations situations. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information needed by practitioners to commission and apply research to their work problems in advertising and PR. Book jacket.

Book details

List price: $86.95
Copyright year: 2010
Publisher: M. E. Sharpe Incorporated
Publication date: 2/9/2010
Binding: Paperback
Pages: 336
Size: 7.50" wide x 9.25" long x 0.75" tall
Weight: 1.232
Language: English



Preface



Introduction to Advertising and Public Relations Research



Needs for Research in Advertising and Public Relations



Research Plans



Some Research Definitions



Planning and Designing Research



Secondary Research in Advertising and Public Relations



Introduction to Secondary Research



Syndicated Research



On-Line Resources



Other Useful Resources



Primary Research in Advertising and Public Relations: Qualitative Research



Uses of Qualitative Research



How Qualitative Research Can Enhance Quantitative Research



Handling Qualitative Data



Primary Research in Advertising and Public Relations: Quantitative Research



Empirical Research: Survey Research



Sampling



Measuring Instruments



Question Wording



Interviewer Training



Obtaining Accurate Responses



Data Tabulation



Applications of Quantitative Research



Experimental Research



Experimental Approaches



Quasi-Experimental Research



Experimental Applications in Advertising and Public Relations



Primary Research in Advertising and Public Relations: Other Research



Historical and Legal Research and Critical Analysis



Advertising and Public Relations Research Data Analysis



Handling Data



Scaling Techniques



Mapping Techniques



Statistics



Statistical Analytic Tools



Practical Aspects of Advertising and Public Relations Research



Who Should Conduct the Research



Applying Research to Advertising and Public Relations Situations



The Research Report



Research Ethics


Appendix: Table of Random Numbers


About the Authors


Index