Part I. An introduction to research in public relations -- Understanding research: an introduction with public relations implications -- Management of research in public relations -- Standards for conducting public relations research -- Part II. Necessary considerations for quantification -- Measuring outcomes -- Data and data sets -- Descriptive statistical reasoning and computer analysis -- Ethical concerns in public relations research -- Part III. Research methodology -- Qualitative research methodology: content analysis -- Qualitative research methodology: historical and secondary methods -- Qualitative research methodology: case studies -- Qualitative research methodology: methods of observing people -- Quantitative research methodology: sampling messages and people -- Quantitative research methodology: survey and poll methods -- Quantitative research methodology: the experimental method -- Quantitative statistics: advanced inferential statistical reasoning and computer analysis -- Part IV. Obtaining and reporting public relations research -- Putting it all together.