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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)
Corporate Author: Ebook Library
Format: eBook
Language:English
Published: New York, NY : Business Expert Press, 2014.
Edition:Second edition.
Series:Public relations collection.
Subjects:
Public relations > Research.
Public relations > Evaluation.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • Introduction to public relations research, measurement, and evaluation. Introduction to research and evaluations in public relations
  • The move toward standardization
  • The business of public relations
  • Measuring public relations outcomes
  • Qualitative methods for effective public relations research, measurement and evaluation. Secondary research
  • Qualitative research methodologies
  • Content analysis
  • Quantitative methods. Survey methodology
  • Statistical reasoning
  • Sampling
  • Wrapping up. The application of standards and best practices in research and evaluation for public relations
  • Appendix : Dictionary of public relations measurement and research.