http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
Chapter 1 : Perspective on public relations research -- Chapter 2 : Truth and the researcher's attitude -- Chapter 3 : Starting to apply statistics -- Chapter 4 : Quantitative analysis : part 1 -- Guest author chapter: Defining the problem -- Part Chapter 5 : Quantitative analysis : Part 2 -- Qualitative/categorical analysis -- Chapter 6 : -- Qualitative/categorical analysis -- Part 1 -- Chapter 7 : Qualitatibe/Categorical Analysis -- Part 2 -- Chapter 8 : Online and social media measurements -- Chapter 9 : Ethics in research -- Chapter 10 : Presenting research results -- Chapter 11 : Managing PR research -- Chapter 12 : Data-driven media relations -- Chapter 13 : Data-driven PR for nonprofit organizations -- Chapter 14 : Looking ahead in PR research -- Chapter 15 : Broadcast research -- Chapter 16 : Advertising research -- Appendix -- Barcelona principles -- Index.
Includes bibliographical references and index.