A professional and practitioner's guide to public relations research, measurement, and evaluation /David Michaelson and Don W. Stacks. (Record no. 74142)

MARC details
000 -LEADER
fixed length control field 04610nam a2200661 i 4500
001 - CONTROL NUMBER
control field 10873421
003 - CONTROL NUMBER IDENTIFIER
control field CaPaEBR
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20240726104648.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140525s2014 nyu foab 001 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781606499856
Qualifying information
040 ## - CATALOGING SOURCE
Original cataloging agency CaBNVSL
Language of cataloging eng
Description conventions rda
Transcribing agency CaBNVSL
Modifying agency CaBNVSL
050 04 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HM1221
Item number .P764 2014
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Michaelson, David.,
Relator term Author
245 10 - TITLE STATEMENT
Title A professional and practitioner's guide to public relations research, measurement, and evaluation /David Michaelson and Don W. Stacks.
250 ## - EDITION STATEMENT
Edition statement Second edition.
260 ## - PUBLICATION, DISTRIBUTION, ETC.
Place of publication, distribution, etc. New York, New York (222 East 46th Street, New York, NY 10017) :
Name of publisher, distributor, etc. Business Expert Press,
Date of publication, distribution, etc. (c)2014.
300 ## - PHYSICAL DESCRIPTION
Extent 1 online resource (xii, 271 pages)
336 ## - CONTENT TYPE
Content type term text
Content type code txt
Source rdacontent
337 ## - MEDIA TYPE
Media type term computer
Media type code c
Source rdamedia
338 ## - CARRIER TYPE
Carrier type term online resource
Carrier type code cr
Source rdacarrier
347 ## - DIGITAL FILE CHARACTERISTICS
File type data file
Source rda
490 1# - SERIES STATEMENT
Series statement Public relations collection,
500 ## - GENERAL NOTE
General note Part of: 2014 digital library.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note
505 00 - FORMATTED CONTENTS NOTE
Formatted contents note Part I. Introduction to public relations research, measurement, and evaluation --
Title 1. Introduction to research and evaluations in public relations --
-- 2. The move toward standardization --
-- 3. The business of public relations --
-- 4. Measuring public relations outcomes --
-- Part II. Qualitative methods for effective public relations research, measurement, and evaluation --
-- 5. Secondary research --
-- 6. Qualitative research methodologies --
-- 7. Content analysis --
-- Part III. Quantitative methods for effective public relations research, measurement, and evaluation --
-- 8. Survey methodology --
-- 9. Statistical reasoning --
-- 10. Sampling --
-- Part IV. Wrapping up --
-- 11. The application of standards and best practices in research and evaluation for public relations --
-- Appendix. Dictionary of public relations measurement and research --
-- References --
-- Index.
520 3# - SUMMARY, ETC.
Summary, etc. Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book will provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This outstanding contribution takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments.
530 ## - COPYRIGHT INFORMATION:
COPYRIGHT INFORMATION COPYRIGHT NOT covered - Click this link to request copyright permission:
Uniform Resource Identifier <a href="b">b</a>
530 ## - COPYRIGHT INFORMATION:
COPYRIGHT INFORMATION
538 ## - SYSTEM DETAILS NOTE
System details note System requirements: Adobe Acrobat reader.
538 ## - SYSTEM DETAILS NOTE
System details note Mode of access: World Wide Web.
588 ## - SOURCE OF DESCRIPTION NOTE
Source of description note Title from PDF title page (viewed on May 25, 2014).
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Public relations
General subdivision Evaluation.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name entry element Public relations
General subdivision Research.
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term public relations
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term nonfinancial indicators
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term media analysis
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term measurement
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term interviewing
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term goals and objectives
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term focus groups
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term experimentation
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term evaluation
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term content analysis
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term survey and poll research
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term statistical analysis
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term standardized measurement
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term secondary research
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term sampling
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term return on investment (ROI)
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term return on expectation (ROE)
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term research
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term research methods
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term qualitative research
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term quantitative research
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Stacks, Don W.,
Relator term
856 41 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier <a href="https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000260.html">https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000260.html</a>
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942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type
DONATED BY:
VENDOR Business Expert Press
Classification part HM1221
PUBLICATION YEAR (c)2014
LOCATION
REQUESTED BY:
--
-- NFIC
-- Cynthia Snell
902 ## - LOCAL DATA ELEMENT B, LDB (RLIN)
a 1
b Cynthia Snell
c 1
d Cynthia Snell
Holdings
Withdrawn status Lost status Damaged status Not for loan Collection Home library Current library Shelving location Date acquired Source of acquisition Total Checkouts Full call number Barcode Date last seen Uniform Resource Identifier Price effective from Koha item type
        Non-fiction G. Allen Fleece Library G. Allen Fleece Library   03/20/2023 Business Expert Press   HM1221 10873421 03/20/2023 https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000260.html 03/20/2023 Online Book (LOGIN USING YOUR MY CIU LOGIN AND PASSWORD)