A professional and practitioner's guide to public relations research, measurement, and evaluation /

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Bibliographic Details
Main Authors:	Michaelson, David (Author), Stacks, Don W. (Author)
Format:	Electronic eBook
Language:	English
Published:	New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Edition:	Second edition.
Series:	2014 digital library. Public relations collection.
Subjects:	Public relations > Evaluation. Public relations > Research. public relations nonfinancial indicators media analysis measurement interviewing goals and objectives focus groups experimentation evaluation content analysis survey and poll research statistical analysis standardized measurement secondary research sampling return on investment (ROI) return on expectation (ROE) research research methods qualitative research quantitative research
Online Access:	An electronic book accessible through the World Wide Web; click to view
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Table of Contents:

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.

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