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This authoritative guide provides comprehensive coverage of the various research methods available to public relations practitioners. Written in a practical and direct style, the book takes readers step by step through the various elements of designing, conducting, and reporting PR-related research in both corporate and nonprofit settings. Informal and formal research methodologies are discussed in depth, including clear guidelines for using secondary sources, case studies, observational approaches, content analysis, sampling, survey research, and more. Demystifying statistical concepts and methods, the book provides detailed instructions for using SPSS, the widely available statistical software package. Numerous concrete examples, sample research tools and reports, and computer screen shots enhance the utility of the book, as do helpful review questions and practice problems at the end of each chapter.
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About the Author:
Don W. Stacks, PhD, is Professor and Director of the Program in Advertising and Public Relations at the University of Miami School of Communication. The author or coauthor of six books and more than 60 articles in referred journals, Dr. Stacks is an award-winning educator and researcher, a frequent conference presenter, and an active member of several professional organizations.
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PART I. An Introduction to Research in Public Relations 1. Research: An Intrdoduction with Public Relations Implications 2. Management of Research in Public Relations 3. Ethical Concerns in Public Relations Research PART II. Informal Research Methodology 4. Historical and Secondary Research Methods 5. Case Studies 6. Informal Methods of Observing People 7. Content Analysis PART III. Formal Research Methodology 8. Measurement in Public Relations 9. Sampling Messages and People 10. Survey and Poll Methods 11. Experimental Method 12. Descriptive Statistical Reasoning and Computer Analysis 13. Inferential Statistical Reasoning and Computer Analysis PART IV. Reporting Public Relations Research 14. Writing and Evaluating the Request for Research Proposal 15. Writing and Presenting the Final Research Report Index About the Author
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- PublisherThe Guilford Press
- Publication date2002
- ISBN 10 1572307269
- ISBN 13 9781572307261
- BindingHardcover
- Edition number1
- Number of pages318
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