TY  - BOOK
AU  - Stacks,Don W
AU  - Michaelson,David
TI  - A practitioner's guide to public relations research, measurement and evaluation
T2  - Public relations collection
SN  - 9781606491027
AV  - HM1221 
PY  - 2010///.]
CY  - [New York, N.Y.] (222 East 46th Street, New York, NY 10017)
PB  - Business Expert Press
KW  - Public relations
KW  - Research
KW  - Best practice(s)
KW  - Research methods
KW  - Statistical analysis
KW  - Goals and objectives
KW  - Secondary research
KW  - Content analysis
KW  - Survey and poll research
KW  - Experimentation
KW  - Return on investment (ROI)
KW  - Return on expectation (ROE)
KW  - Sampling
KW  - Focus groups
KW  - Interviewing
KW  - Qualitative research
KW  - Quantitative research
KW  - Measurement
KW  - Evaluation
KW  - Nonfinancial indicators
KW  - Media analysis
KW  - [genre]
N1  - Includes bibliographical references (pages [219.-222) and index; 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; Access restricted to authorized users and institutions; 2; b; Also available in printing
N2  - 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
UR  - https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000040.html
ER  -