Advertising and Public Relations Research

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This comprehensive volume concentrates on the uses and applications of research in advertising and public relations situations. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information needed by practitioners to commission and apply research to their work problems in advertising and PR.

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Product Details

  • ISBN-13: 9780765624185
  • Publisher: Taylor & Francis
  • Publication date: 2/9/2010
  • Edition description: Older Edition
  • Pages: 384
  • Sales rank: 672,066
  • Product dimensions: 7.40 (w) x 9.10 (h) x 0.90 (d)

Meet the Author

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

Larry D. Kelley is a Professor of Advertising at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Jerry Hudson is Professor of Advertising at Texas Tech University, USA. He teaches advertising, electronic media, research methods, and data analysis, and he has published in Health Marketing Quarterly, Journalism Educator, Journalism Quarterly, Social Science Journal and Southwestern Mass Communications Journal.

Samuel D. Bradley is Visiting Associate Professor at the University of South Florida, USA. His research has been published in the Journal of Advertising, Media Psychology, Psychology & Marketing, Journal of Consumer Psychology, and Human Communication Research, among others.

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Table of Contents

Preface; Part I. Introduction to Advertising and Public Relations Research; 1. Needs for Research in Advertising and Public Relations; 2. Research Plans; 3. Some Research Definitions; 4. Planning and Designing Research; Part II. Secondary Research in Advertising and Public Relations; 5. Introduction to Secondary Research; 6. Syndicated Research; 7. On-Line Resources; 8. Other Useful Resources; Part III. Primary Research in Advertising and Public Relations: Qualitative Research; 9. Uses of Qualitative Research; 10. How Qualitative Research Can Enhance Quantitative Research; 11. Handling Qualitative Data; Part IV. Primary Research in Advertising and Public Relations: Quantitative Research; 12. Empirical Research: Survey Research; 13. Sampling; 14. Measuring Instruments; 15. Question Wording; 16. Interviewer Training; 17. Obtaining Accurate Responses; 18. Data Tabulation; 19. Applications of Quantitative Research; 20. Experimental Research; 21. Experimental Approaches; 22. Quasi-Experimental Research; 23. Experimental Applications in Advertising and Public Relations; Part V. Primary Research in Advertising and Public Relations: Other Research; 24. Historical and Legal Research and Critical Analysis; Part VI. Advertising and Public Relations Research Data Analysis; 25. Handling Data; 26. Scaling Techniques; 27. Mapping Techniques; 28. Statistics; 29. Statistical Analytic Tools; Part VII. Practical Aspects of Advertising and Public Relations Research; 30. Who Should Conduct the Research; 31. Applying Research to Advertising and Public Relations Situations; 32. The Research Report; 33. Research Ethics; Appendix: Table of Random Numbers; About the Authors; Index.

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