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| Preface to the Second Edition | |
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| Preface to the First Edition | |
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| An Introduction to Research in Public Relations | |
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| Understanding Research: An Introduction with Public Relations Implications | |
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| Why Conduct Public Relations Research? | |
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| What is Research? | |
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| Use of Research in Public Relations | |
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| Best Practices in Public Relations | |
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| Summary | |
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| Management of Research in Public Relations | |
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| What is Public Relations? | |
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| Programmatic Research in Public Relations | |
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| Public Relations Best Practices and Influence on ROE/ROI | |
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| Summary | |
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| Measuring Outcomes | |
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| Understanding Measurement | |
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| Measurement Scales | |
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| An Example in Practice | |
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| Summary | |
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| Descriptive Statistical Reasoning and Computer Analysis | |
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| Review of Measurement Levels and �Variables� | |
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| Using Computer Packages | |
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| Entering Data into the Computer | |
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| Describing Quantitative Data | |
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| Inferential Statistics | |
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| Summary | |
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| Ethical Concerns in Public Relations Research | |
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| Public Relations Ethics | |
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| Ethics and the Conduct of Research | |
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| Who Owns the Research and the Data? | |
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| Summary | |
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| Research Methodology | |
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| Qualitative Research Methodology: Content Analysis | |
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| Defining the Method | |
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| Advantages and Limitations | |
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| Conducting a Content Analysis | |
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| Computerized Content Analysis | |
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| Concerns About Computerized Coding of Content | |
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| Summary | |
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| Qualitative Research Methodology: Historical and Secondary Research Methods | |
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| Gathering Sources of Data | |
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| Secondary Research | |
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| Summary | |
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| Qualitative Research Methodology: Case Studies | |
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| The Case Study Defined | |
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| The (Historical) Case Study in Public Relations | |
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| The Grounded or Business Case Study | |
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| Answering Research Questions | |
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| Conducting the Case Study | |
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| Summary | |
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| Qualitative Research Methodology: Methods of Observing People | |
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| In-Depth Interviews | |
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| Focus Croups | |
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| Participant-Observation | |
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| Summary | |
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| Quantitative Research Methodology: Sampling Messages and People | |
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| Sampling | |
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| Errors Encountered in Sampling | |
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| Sampling Types | |
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| Sample Size and Probability Sampling | |
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| Sampling Strategies | |
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| A Concern Regarding Randomness | |
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| Summary | |
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| Quantitative Research Methodology: Survey and Poll Methods | |
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| Polls Versus Surveys | |
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| Design Considerations | |
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| A Note About �Informed Consent� | |
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| Questionnaire Construction | |
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| Reporting Survey Results | |
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| New Technologies | |
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| Summary | |
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| Quantitative Research Methodology: Experimental Method | |
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| What is an Experiment? | |
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| Testing Relationships | |
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| Establishing Causation | |
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| Establishing Control | |
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| Experimental Designs | |
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| Types of Experimental Design | |
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| Experimental Methodology and Public Relations | |
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| Summary | |
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| Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis | |
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| Making Quantitative Inferences and Testing Relationships | |
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| Inferential Tests | |
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| Advanced Statistical Testing | |
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| Summary | |
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| Obtaining and Reporting Public Relations Research | |
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| Writing and Evaluating the Request for Research Proposal | |
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| Addressing What You Need | |
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| Identifying Potential Researchers and Firms | |
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| The RFP | |
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| Evaluating RFPs | |
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| Summary | |
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| Writing and Presenting the Final Research Report | |
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| Writing the Research Report | |
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| The Oral Presentation | |
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| Summary | |
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| Appendix: Dictionary of Public Relations Measurement and Research | |
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| Index | |
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| About the Author | |