Contents
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
