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A practitioner's guide to public rel...

Stacks, Don W.

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A practitioner's guide to public relations research, measurement, and evaluation

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	A practitioner's guide to public relations research, measurement, and evaluation/ Don W. Stacks and David Michaelson.
作者:	Stacks, Don W.
其他作者:	Michaelson, David.
出版者:	New York, N.Y. :Business Expert Press, : 2010.,
面頁冊數:	x, 229 p.
內容註:	Preface -- Part I : Introduction to public relations research, measurement, and evaluation. Introduction to research and evaluation in public relations ; The business of public relations ; Measuring public relations outcomes -- Part II : Qualitative methods for effective public relations research, measurement, and evaluation. Secondary research ; Qualitative research methodologies ; Content analysis -- Part III : Quantitative methods for effective public relations research, measurement, and evaluation. Survey methodology ; Statistical analysis ; Sampling -- Part IV : Wrapping up. Best practices in public relations research, measurement, and evaluation -- Appendix. Dictionary of public relations measurement and research -- Notes -- References -- Index.
標題:	Public relations - Research. -
電子資源:	http://portal.igpublish.com/iglibrary/search/BEPB0000040.htmlElectronic resource
ISBN:	9781606491027 (electronic book)

A practitioner's guide to public relations research, measurement, and evaluation
Stacks, Don W.

A practitioner's guide to public relations research, measurement, and evaluation[electronic resource] /Don W. Stacks and David Michaelson. - 1st ed. - New York, N.Y. :Business Expert Press,2010. - x, 229 p. - Public relations collection.

Includes bibliographical references (p. [219]-222) and index.

Preface -- Part I : Introduction to public relations research, measurement, and evaluation. Introduction to research and evaluation in public relations ; The business of public relations ; Measuring public relations outcomes -- Part II : Qualitative methods for effective public relations research, measurement, and evaluation. Secondary research ; Qualitative research methodologies ; Content analysis -- Part III : Quantitative methods for effective public relations research, measurement, and evaluation. Survey methodology ; Statistical analysis ; Sampling -- Part IV : Wrapping up. Best practices in public relations research, measurement, and evaluation -- Appendix. Dictionary of public relations measurement and research -- Notes -- References -- Index.

From back cover: Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with exciting changes and developments of publications, this book will...act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns.

Mode of access: World Wide Web.

ISBN: 9781606491027 (electronic book)Subjects--Topical Terms:

601653
Public relations
--Research.Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HM1221 / .S726 2010eb

Dewey Class. No.: 659.2

A practitioner's guide to public relations research, measurement, and evaluation
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