Primer of Public Relations Research, First Edition
Guilford Publications (Verlag)
978-1-57230-726-1 (ISBN)
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This authoritative guide provides comprehensive coverage of the various research methods available to public relations practitioners. Written in a practical and direct style, the book takes readers step-by-step through the various elements of designing, conducting, and reporting PR-related research in both corporate and nonprofit settings. Informal and formal research methodologies are discussed in depth, including clear guidelines for using secondary sources, case studies, observational approaches, content analysis, sampling, survey research, and more. Demystifying statistical concepts and methods, the book provides detailed instructions for using SPSS, the widely available statistical software package. Numerous concrete examples, sample research tools and reports, and computer screen shots enhance the utility of the book, as do helpful review questions and practice problems at the end of each chapter.
Don W. Stacks, PhD, School of Communication, University of Miami, Coral Gables, FL, USA
Part I: An Introduction to Research in Public Relations. Research: An Introduction with Public Relations Implications. Management of Research in Public Relations. Ethical Concerns in Public Relations Research. Part II: Informal Research Methodology. Historical and Secondary Research Methods. Case Studies. Informal Methods of Observing People. Content Analysis. Part III: Formal Research Methodology. Measurement in Public Relations. Sampling Messages and People. Survey and Poll Methods. Experimental Method. Descriptive Statistical Reasoning and Computer Analysis. Inferential Statistical Reasoning and Computer Analysis. Part IV: Reporting Public Relations Research. Writing and Evaluating the Request for Research Proposal. Writing and Presenting the Final Research Report.
| Erscheint lt. Verlag | 14.3.2002 |
|---|---|
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 152 x 229 mm |
| Gewicht | 652 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-57230-726-9 / 1572307269 |
| ISBN-13 | 978-1-57230-726-1 / 9781572307261 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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