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Data-driven public relations research : 21st century practices and applications /

Bibliographic Details
Main Authors: Eggensperger, Jim (Author), Redcross, Natalie (Author)
Corporate Author: EBSCOhost
Format: eBook
Language:English
Published: New York ; London : Routledge Taylor and Francis Group, 2019.
Edition:First Edition.
Subjects:
Public relations.
Quantitative research.
BUSINESS & ECONOMICS > Advertising & Promotion.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • 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.