Primer of public relations research:
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York [u.a.]
Guilford Press
2002
|
| Subjects: | |
| Online Access: | Contributor biographical information Publisher description Table of contents Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | ix, 318 p. ill. : 24 cm |
| ISBN: | 1572307269 |
Staff View
MARC
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| 245 | 1 | 0 | |a Primer of public relations research |c Don W. Stacks |
| 246 | 1 | 3 | |a Public relations research |
| 264 | 1 | |a New York [u.a.] |b Guilford Press |c 2002 | |
| 300 | |a ix, 318 p. |b ill. : 24 cm | ||
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| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Relations publiques - Recherche | |
| 650 | 4 | |a Public relations -- Research | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
parti AN INTRODUCTION TO RESEARCH 1
IN PUBLIC RELATIONS
chapter i Research 3
Why Conduct Public Relations Research? 4
What Is Research? 5
Use of Research in Public Relations 13
Summary 13
chapter2 Management of Research in Public Relations 16
What Is Public Relations? 17
Programmatic Research in Public Relations 20
Summary 30
chapter3 Ethical Concerns 33
in Public Relations Research
Public Relations Ethics 34
Ethics and the Conduct of Research 41
Who Owns the Data? 48
Summary 48
vii
viii Contents
partii INFORMAL RESEARCH METHODOLOGY 51
chapter4 Historical and Secondary Research Methods 53
Gathering Sources of Data 54
Secondary Research 65
Summary 68
chapter 5 Case Studies 71
The Case Study Defined 71
The Case Study in Public Relations 73
Conducting the Case Study 78
Summary 81
chapter6 Informal Methods of Observing People 84
In Depth Interviews 85
Focus Groups 91
Participant Observation 102
Summary 105
chapter 7 Content Analysis 107
Defining the Method 107
Advantages and Limitations 108
Conducting a Content Analysis 108
Uses 118
Summary 118
partiii FORMAL RESEARCH METHODOLOGY 123
chapter8 Measurement in Public Relations 127
Understanding Measurement 128
Measurement Scales 132
An Example in Practice 144
Summary 144
chapteR9 Sampling Messages and People 150
Sampling 151
Problems—Errors—Encountered in Sampling 152
Sampling Types 154
Sample Size and Probability Sampling 161
Sampling Strategies 169
Summary 171
chapter io Survey and Poll Methods 174
Polls versus Surveys 175
Design Considerations 176
Questionnaire Construction 185
Reporting Survey Results 190
New Technologies 192
Summary 192
Contents ix
chapter 11 Experimental Method 195
What Is an Experiment? 196
Testing Relationships 197
Establishing Causation 199
Establishing Control 200
Experimental Designs 201
Types of Experimental Design 203
Experimental Methodology and Public Relations 206
Summary 206
chapter 12 Descriptive Statistical Reasoning 209
and Computer Analysis
Review of Measurement Levels and Variables 210
Using Computer Packages 212
Entering Data into the Computer 213
Describing Quantitative Data 216
Summary 237
chapter 13 Inferential Statistical Reasoning 239
and Computer Analysis
Making Quantitative Inferences
and Testing Relationships 240
Inferential Tests 247
Advanced Statistical Testing 275
Summary 275
partiv OBTAINING AND REPORTING 279
PUBLIC RELATIONS RESEARCH
chapter 14 Writing and Evaluating the Request 281
for Research Proposal
Addressing What You Need 282
Identifying Potential Researchers and Firms 285
The Request for Proposal 287
Evaluating RFPs 290
Summary 293
chapter 15 Writing and Presenting the Final 295
Research Report
Writing the Research Report 295
The Oral Presentation 301
Summary 305
Index 308
About the Author 318
|
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| dewey-ones | 659 - Advertising and public relations |
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| indexdate | 2024-07-09T20:01:42Z |
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| isbn | 1572307269 |
| language | English |
| lccn | 2002280184 |
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| physical | ix, 318 p. ill. : 24 cm |
| publishDate | 2002 |
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| publisher | Guilford Press |
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| spelling | Stacks, Don W. Verfasser aut Primer of public relations research Don W. Stacks Public relations research New York [u.a.] Guilford Press 2002 ix, 318 p. ill. : 24 cm txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Relations publiques - Recherche Public relations -- Research Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s DE-604 http://www.loc.gov/catdir/bios/guilford051/2002280184.html Contributor biographical information http://www.loc.gov/catdir/description/guilford051/2002280184.html Publisher description http://www.loc.gov/catdir/toc/guilford041/2002280184.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012958102&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Stacks, Don W. Primer of public relations research Relations publiques - Recherche Public relations -- Research Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)4043188-5 |
| title | Primer of public relations research |
| title_alt | Public relations research |
| title_auth | Primer of public relations research |
| title_exact_search | Primer of public relations research |
| title_full | Primer of public relations research Don W. Stacks |
| title_fullStr | Primer of public relations research Don W. Stacks |
| title_full_unstemmed | Primer of public relations research Don W. Stacks |
| title_short | Primer of public relations research |
| title_sort | primer of public relations research |
| topic | Relations publiques - Recherche Public relations -- Research Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Relations publiques - Recherche Public relations -- Research Öffentlichkeitsarbeit |
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