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

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 the exciting changes and developments of publications, this book will provide you with...

Descripción completa

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Michaelson, David (Autor), Stacks, Don W. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2014.
Edición:Second edition.
Colección:2014 digital library.
Public relations collection.
Temas:
Public relations > Research.
Public relations > Evaluation.
Relations publiques > Recherche.
Relations publiques > Évaluation.
BUSINESS & ECONOMICS > Advertising & Promotion.
Public relations > Evaluation
Public relations > Research
content analysis
evaluation
experimentation
focus groups
goals and objectives
interviewing
measurement
media analysis
nonfinancial indicators
public relations
quantitative research
qualitative research
research
research methods
return on expectation (ROE)
return on investment (ROI)
sampling
secondary research
standardized measurement
statistical analysis
survey and poll research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Part I. Introduction to public relations research, measurement, and evaluation
  • 1. Introduction to research and evaluations in public relations
  • 2. The move toward standardization
  • 3. The business of public relations
  • 4. Measuring public relations outcomes
  • Part II. Qualitative methods for effective public relations research, measurement, and evaluation
  • 5. Secondary research
  • 6. Qualitative research methodologies
  • 7. Content analysis
  • Part III. Quantitative methods for effective public relations research, measurement, and evaluation
  • 8. Survey methodology
  • 9. Statistical reasoning
  • 10. Sampling
  • Part IV. Wrapping up
  • 11. The application of standards and best practices in research and evaluation for public relations
  • Appendix. Dictionary of public relations measurement and research
  • References
  • Index.

Ejemplares similares