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Full Description
This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details.
Contents
Part 1. An Introduction to Research in Public Relations. 1. Understanding Research: An Introduction with Public Relations Implications. 2. Management of Research in Public Relations. 3. Measuring Outcomes. 4. Descriptive Statistical Reasoning and Computer Analysis. 5. Ethical Concerns in Public Relations Research. Part 2. Research Methodology. 6. Qualitative Research Methodology: Content Analysis. 7. Qualitative Research Methodology: Historical and Secondary Methods. 8. Qualitative Research Methodology: Case Studies. 9. Qualitative Research Methodology: Methods of Observing People. 10. Quantitative Research Methodology: Sampling Messages and People. 11. Quantitative Research Methodology: Survey and Poll Methods. 12. Quantitative Research Methodology: Experimental Method. 13. Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis. Part 3. Obtaining and Reporting Public Relations Research. 14. Writing and Evaluating the Request for Research Proposal. 15. Writing and Presenting the Final Research Report. Appendix: Dictionary of Public Relations Measurement and Research.
