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Book Description
This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.
Table of Contents
- A Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
- List of Titles
- Copyright
- Dedication
- Abstract
- Contents
- Preface
- Part I: Introduction to Public Relations Research, Measurement, and Evaluation
- Chapter 1: Introduction to Research and Evaluation in Public Relations
- Chapter 2: The Business of Public Relations
- Chapter 3: Measuring Public Relations Outcomes
- Part II: Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
- Chapter 4: Secondary Research
- Chapter 5: Qualitative Research Methodologies
- Chapter 6: Content Analysis
- Part III: Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
- Chapter 7: Survey Methodology
- Chapter 8: Statistical Analysis
- Chapter 9: Sampling
- Part IV: Wrapping Up
- Chapter 10: Best Practices in Public Relations Research, Measurement, and Evaluation
- Appendix: Dictionary of Public Relations Measurement and Research
- Notes
- References