A practitioner's guide to public relations research, measurement and evaluation

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Title:

A practitioner's guide to public relations research, measurement and evaluation

Author:

Stacks, Don W.

ISBN:

9781606491010

9781606491027

Personal Author:

Stacks, Don W.

Edition:

1st ed.

Publication Information:

New York, N.Y. : Business Expert Press, 2010.

Physical Description:

x, 229 p. : ill. ; 21 cm.

Series:

Public relations collection

Public relations collection.

Contents:

Part I. Introduction to public relations research, measurement, and evaluation -- Chapter 1. Introduction to research and evaluation in public relations -- Chapter 2. The business of public relations -- Chapter 3. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- Chapter 4. Secondary research -- Chapter 5. Qualitative research methodologies -- Chapter 6. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- Chapter 7. Survey methodology -- Chapter 8. Statistical analysis -- Chapter 9. Sampling -- Part IV. Wrapping up -- Chapter 10. Best practices in public relations research, measurement, and evaluation -- Appendix. Dictionary of public relations, measurement and research.

Subject Term:

Public relations -- Research.

Added Author:

Michaelson, David.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... IIEMSA	General Books	33168025569704	659.4 S775P 2010	1	Searching... Unknown

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Summary

This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.