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Primer of Public Relations Research
Second Edition

Don W. Stacks

367 Pages
Size: 6" x 9"
July 2010
ISBN 978-1-59385-595-6
Cat. #5595
Price: $59.00 $50.15
March 2011
ISBN 978-1-60623-915-5
PDF format
Price: $59.00 $50.15

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I. An Introduction to Research in Public Relations

1. Understanding Research: An Introduction with Public Relations Implications

2. Management of Research in Public Relations

3. Measuring Outcomes

4. Descriptive Statistical Reasoning and Computer Analysis

5. Ethical Concerns in Public Relations Research

II. Research Methodology

6. Qualitative Research Methodology: Content Analysis

7. Qualitative Research Methodology:Historical and Secondary Methods

8. Qualitative Research Methodology: Case Studies

9. Qualitative Research Methodology: Methods of Observing People

10. Quantitative Research Methodology: Sampling Messages and People

11. Quantitative Research Methodology: Survey and Poll Methods

12. Quantitative Research Methodology: Experimental Method

13. Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis

III. Obtaining and Reporting Public Relations Research

14. Writing and Evaluating the Request for Research Proposal

15. Writing and Presenting the Final Research Report

Appendix: Dictionary of Public Relations Measurement and Research

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