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

Salvato in:
Dettagli Bibliografici
Autori principali: Michaelson, David (Autore), Stacks, Don W. (Autore)
Natura: Elettronico eBook
Lingua:inglese
Pubblicazione: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Edizione:Second edition.
Serie:2014 digital library.
Public relations collection.
Soggetti:
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
Accesso online:An electronic book accessible through the World Wide Web; click to view
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Sommario:
  • 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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