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

Shranjeno v:
Bibliografske podrobnosti
Main Authors: Michaelson, David (Author), Stacks, Don W. (Author)
Format: Elektronski eKnjiga
Jezik:angleščina
Izdano: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Izdaja:Second edition.
Serija:2014 digital library.
Public relations collection.
Teme:
Online dostop:An electronic book accessible through the World Wide Web; click to view
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Kazalo:
  • 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.