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by Don W. Stacks, David Michaelson
A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition
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Title
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Preface
Part I: Introduction to Public Relations Research, Measurement, and Evaluation
Chapter 1. Introduction to Research and Evaluations in Public Relations
Chapter 2. The Move Toward Standardization
Chapter 3. The Business of Public Relations
Chapter 4. Measuring Public Relations Outcomes
Part II: Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
Chapter 5. Secondary Research
Chapter 6. Qualitative Research Methodologies
Chapter 7. Content Analysis
Part III: Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
Chapter 8. Sampling
Chapter 9. Survey Methodology
Chapter 10. Statistical Reasoning
Part IV: Wrapping Up
Chapter 11. The Application of Standards and Best Practices in Research and Evaluation for Public Relations: The Current State of Public Relations Measurement
Appendix A. Standardized Measures for Public Relations Impact
Appendix B. Dictionary of Public Relations Measurement and Research
References
Index
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A Professional and Practitioner’s Guide to Public Relations Research, Measurement, and Evaluation
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