A practitioner's guide to public relations research, measurement and evaluationDon W. Stacks and David Michaelson.
- first edition.
- [New York, N.Y. (222 East 46th Street, New York, NY 10017) : Business Expert Press, (c)2010.
- 1 electronic text (x, 229 pages) : digital file.
- Public relations collection .
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 -- Notes -- References -- Index.
This volume introduces the reader to the world of research and public relations research in particular. It takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answer 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. By the end of the book, the reader will not be a research expert but will understand why and how research is conducted. Further, the reader will be able to apply best practice standards to any research done by supply side vendors or internal research departments.
Mode of access: World Wide Web. System requirements: Adobe Acrobat reader.
9781606491027
Public relations--Research.
Research Public relations Best practice(s) Research methods Statistical analysis Goals and objectives Secondary research Content analysis Survey and poll research Experimentation Return on investment (ROI) Return on expectation (ROE) Sampling Focus groups Interviewing Qualitative research Quantitative research Measurement Evaluation Nonfinancial indicators Media analysis