Primer of Public Relations Research, Second Edition

ISBN-10: 1593855958

ISBN-13: 9781593855956

Edition: 2nd 2011 (Revised)

Authors: Don W. Stacks

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Book details

List price: $107.00
Edition: 2nd
Copyright year: 2011
Publisher: Guilford Publications
Publication date: 8/1/2010
Binding: Hardcover
Pages: 367
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.606
Language: English

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