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

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MARC

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778426

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20120224095140.0

008		120210s2010 nyua b 001 0 eng d
020		\|a1606491016 (pbk.)
020		\|a1606491024 (ebk.)
020		\|a9781606491010 (pbk.)
020		\|a9781606491027 (ebk.)
040		\|aBTCTA\|beng\|cBTCTA\|dYDXCP\|dSA\|dBWX\|dDEBSZ\|dG7G\|dGZQ\|dPVY
050	14	\|aHM1221\|b.S726 2010
082	0	\|a659.2
095		\|d659.2\|eSt12\|pBOOK
100	1	\|aStacks, Don W.
245	12	\|aA practitioner's guide to public relations research, measurement and evaluation /\|cDon W. Stacks and David Michaelson.
260		\|aNew York, N.Y. :\|bBusiness Expert Press,\|c2010.
300		\|ax, 229 p. :\|bill. ;\|c24 cm.
490	0	\|aPublic relations collection.
504		\|aIncludes bibliographical references (p. [219]-222) and index.
505	0	\|aPart I. Introduction to public relations research, measurement, and evaluation -- Chapter 1. Introduction to research and evaluation in public relations -- Chapter 2. The business of public relations -- Chapter 3. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- Chapter 4. Secondary research -- Chapter 5. Qualitative research methodologies -- Chapter 6. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- Chapter 7. Survey methodology -- Chapter 8. Statistical analysis -- Chapter 9. Sampling -- Part IV. Wrapping up -- Chapter 10. Best practices in public relations research, measurement, and evaluation -- Appendix. Dictionary of public relations, measurement and research.
650	0	\|aPublic relations\|xResearch.
700	1	\|aMichaelson, David.
910		\|a20120210

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This book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and ...

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

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