A professional and practitioner's guide to public relations research, measurement, and evaluation:
Part I. Introduction to public relations research, measurement, and evaluation -- 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...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York, New York (222 East 46th Street, New York, NY 10017)
Business Expert Press
2014
|
| Ausgabe: | Second edition |
| Schriftenreihe: | Public relations collection
|
| Schlagworte: | |
| Online-Zugang: | FHN01 FWS01 FWS02 UBY01 Volltext |
| Zusammenfassung: | Part I. Introduction to public relations research, measurement, and evaluation -- 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 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 |
| Beschreibung: | Part of: 2014 digital library Includes bibliographical references (pages 259-264) and index |
| Beschreibung: | Online-Ressource (xii, 271 pages) |
| ISBN: | 9781606499849 9781606499856 |
Internformat
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV045875973 | ||
| 003 | DE-604 | ||
| 005 | 20240423 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 190514s2014 |||| o||u| ||||||eng d | ||
| 020 | |a 9781606499849 |9 978-1-60649-984-9 | ||
| 020 | |a 9781606499856 |9 978-1-60649-985-6 | ||
| 035 | |a (ZDB-191-BEX)10873421 | ||
| 035 | |a (OCoLC)880626294 | ||
| 035 | |a (DE-599)BVBBV045875973 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-863 |a DE-862 |a DE-92 |a DE-706 | ||
| 082 | 0 | |a 659.2 |2 23 | |
| 100 | 1 | |a Michaelson, David. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a A professional and practitioner's guide to public relations research, measurement, and evaluation |c David Michaelson and Don W. Stacks |
| 250 | |a Second edition | ||
| 264 | 1 | |a New York, New York (222 East 46th Street, New York, NY 10017) |b Business Expert Press |c 2014 | |
| 300 | |a Online-Ressource (xii, 271 pages) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a Public relations collection | |
| 500 | |a Part of: 2014 digital library | ||
| 500 | |a Includes bibliographical references (pages 259-264) and index | ||
| 520 | |a Part I. Introduction to public relations research, measurement, and evaluation -- 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 | |a 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 | ||
| 650 | 4 | |a Public relations / Evaluation | |
| 650 | 4 | |a Public relations / Research | |
| 700 | 1 | |a Stacks, Don W. |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |z 9781606499849 |
| 856 | 4 | 0 | |u http://portal.igpublish.com/iglibrary/search/BEPB0000260.html |x Verlag |z URL des Erstveröffentlichers |3 Volltext |
| 912 | |a ZDB-191-BEX | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-031259190 | ||
| 966 | e | |u https://portal.igpublish.com/iglibrary/search/BEPB0000260.html |l FHN01 |p ZDB-191-BEX |x Verlag |3 Volltext | |
| 966 | e | |u http://portal.igpublish.com/iglibrary/search/BEPB0000260.html |l FWS01 |p ZDB-191-BEX |x Verlag |3 Volltext | |
| 966 | e | |u http://portal.igpublish.com/iglibrary/search/BEPB0000260.html |l FWS02 |p ZDB-191-BEX |x Verlag |3 Volltext | |
| 966 | e | |u http://portal.igpublish.com/iglibrary/search/BEPB0000260.html |l UBY01 |p ZDB-191-BEX |x Verlag |3 Volltext | |
Datensatz im Suchindex
| DE-BY-FWS_katkey | 724121 |
|---|---|
| _version_ | 1806188255099486208 |
| any_adam_object | |
| author | Michaelson, David Stacks, Don W. |
| author_facet | Michaelson, David Stacks, Don W. |
| author_role | aut aut |
| author_sort | Michaelson, David |
| author_variant | d m dm d w s dw dws |
| building | Verbundindex |
| bvnumber | BV045875973 |
| collection | ZDB-191-BEX |
| ctrlnum | (ZDB-191-BEX)10873421 (OCoLC)880626294 (DE-599)BVBBV045875973 |
| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>04223nmm a2200481zc 4500</leader><controlfield tag="001">BV045875973</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20240423 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">190514s2014 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781606499849</subfield><subfield code="9">978-1-60649-984-9</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781606499856</subfield><subfield code="9">978-1-60649-985-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-191-BEX)10873421</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)880626294</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV045875973</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-863</subfield><subfield code="a">DE-862</subfield><subfield code="a">DE-92</subfield><subfield code="a">DE-706</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">659.2</subfield><subfield code="2">23</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Michaelson, David.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">A professional and practitioner's guide to public relations research, measurement, and evaluation</subfield><subfield code="c">David Michaelson and Don W. Stacks</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Second edition</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">New York, New York (222 East 46th Street, New York, NY 10017)</subfield><subfield code="b">Business Expert Press</subfield><subfield code="c">2014</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">Online-Ressource (xii, 271 pages)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="490" ind1="0" ind2=" "><subfield code="a">Public relations collection</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Part of: 2014 digital library</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references (pages 259-264) and index</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">Part I. Introduction to public relations research, measurement, and evaluation -- 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</subfield></datafield><datafield tag="520" ind1=" " ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Public relations / Evaluation</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Public relations / Research</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Stacks, Don W.</subfield><subfield code="4">aut</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="z">9781606499849</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://portal.igpublish.com/iglibrary/search/BEPB0000260.html</subfield><subfield code="x">Verlag</subfield><subfield code="z">URL des Erstveröffentlichers</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-191-BEX</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-031259190</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://portal.igpublish.com/iglibrary/search/BEPB0000260.html</subfield><subfield code="l">FHN01</subfield><subfield code="p">ZDB-191-BEX</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://portal.igpublish.com/iglibrary/search/BEPB0000260.html</subfield><subfield code="l">FWS01</subfield><subfield code="p">ZDB-191-BEX</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://portal.igpublish.com/iglibrary/search/BEPB0000260.html</subfield><subfield code="l">FWS02</subfield><subfield code="p">ZDB-191-BEX</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://portal.igpublish.com/iglibrary/search/BEPB0000260.html</subfield><subfield code="l">UBY01</subfield><subfield code="p">ZDB-191-BEX</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV045875973 |
| illustrated | Not Illustrated |
| indexdate | 2024-08-01T14:29:09Z |
| institution | BVB |
| isbn | 9781606499849 9781606499856 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-031259190 |
| oclc_num | 880626294 |
| open_access_boolean | |
| owner | DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-706 |
| owner_facet | DE-863 DE-BY-FWS DE-862 DE-BY-FWS DE-92 DE-706 |
| physical | Online-Ressource (xii, 271 pages) |
| psigel | ZDB-191-BEX |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Business Expert Press |
| record_format | marc |
| series2 | Public relations collection |
| spellingShingle | Michaelson, David Stacks, Don W. A professional and practitioner's guide to public relations research, measurement, and evaluation Public relations / Evaluation Public relations / Research |
| title | A professional and practitioner's guide to public relations research, measurement, and evaluation |
| title_auth | A professional and practitioner's guide to public relations research, measurement, and evaluation |
| title_exact_search | A professional and practitioner's guide to public relations research, measurement, and evaluation |
| title_full | A professional and practitioner's guide to public relations research, measurement, and evaluation David Michaelson and Don W. Stacks |
| title_fullStr | A professional and practitioner's guide to public relations research, measurement, and evaluation David Michaelson and Don W. Stacks |
| title_full_unstemmed | A professional and practitioner's guide to public relations research, measurement, and evaluation David Michaelson and Don W. Stacks |
| title_short | A professional and practitioner's guide to public relations research, measurement, and evaluation |
| title_sort | a professional and practitioner s guide to public relations research measurement and evaluation |
| topic | Public relations / Evaluation Public relations / Research |
| topic_facet | Public relations / Evaluation Public relations / Research |
| url | http://portal.igpublish.com/iglibrary/search/BEPB0000260.html |
| work_keys_str_mv | AT michaelsondavid aprofessionalandpractitionersguidetopublicrelationsresearchmeasurementandevaluation AT stacksdonw aprofessionalandpractitionersguidetopublicrelationsresearchmeasurementandevaluation |