Primer of Public Relations Research, Second Edition / Edition 2
  • Alternative view 1 of Primer of Public Relations Research, Second Edition / Edition 2
  • Alternative view 2 of Primer of Public Relations Research, Second Edition / Edition 2

Primer of Public Relations Research, Second Edition / Edition 2

by Don W. Stacks
     
 

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ISBN-10: 1593855958

ISBN-13: 9781593855956

Pub. Date: 08/16/2010

Publisher: Guilford Publications, Inc.

This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step- by-step guidelines and tools are provided

Overview

This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step- by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. New to This Edition:
• Thoroughly updated to reflect the growth of social media and other technological changes.
• Expanded coverage of measuring return on investment (ROI).
• Restructured based on classroom experience: learning statistical concepts first will help students master the methods.
• Emphasizes a best-practice approach to designing and implementing research.
• A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details.

Product Details

ISBN-13:
9781593855956
Publisher:
Guilford Publications, Inc.
Publication date:
08/16/2010
Edition description:
Second Edition
Pages:
367
Sales rank:
546,838
Product dimensions:
6.00(w) x 9.00(h) x 0.90(d)

Related Subjects

Table of Contents

Preface to the Second Edition v

Preface to the First Edition ix

Part I An Introduction to Research in Public Relations 1

Chapter 1 Understanding Research: An Introduction with Public Relations Implications 5

Why Conduct Public Relations Research? 6

What is Research? 8

Use of Research in Public Relations 15

Best Practices in Public Relations 16

Summary 17

Chapter 2 Management of Research in Public Relations 20

What is Public Relations? 21

Programmatic Research in Public Relations 26

Public Relations Best Practices and Influence on ROE/ROI 36

Summary 40

Chapter 3 Measuring Outcomes 44

Understanding Measurement 45

Measurement Scales 51

An Example in Practice 62

Summary 66

Chapter 4 Descriptive Statistical Reasoning and Computer Analysis 68

Review of Measurement Levels and "Variables" 69

Using Computer Packages 71

Entering Data into the Computer 72

Describing Quantitative Data 76

Inferential Statistics 97

Summary 100

Chapter 5 Ethical Concerns in Public Relations Research 102

Public Relations Ethics 104

Ethics and the Conduct of Research 106

Who Owns the Research and the Data? 112

Summary 112

Part II Research Methodology 115

Chapter 6 Qualitative Research Methodology: Content Analysis 119

Defining the Method 119

Advantages and Limitations 120

Conducting a Content Analysis 120

Computerized Content Analysis 130

Concerns About Computerized Coding of Content 134

Summary 135

Chapter 7 Qualitative Research Methodology: Historical and Secondary Research Methods 139

Gathering Sources of Data 140

Secondary Research 151

Summary 154

Chapter 8 Qualitative Research Methodology: Case Studies 157

The Case Study Defined 157

The (Historical) Case Study in Public Relations 159

The Grounded or Business Case Study 162

Answering Research Questions 163

Conducting the Case Study 165

Summary 169

Chapter 9 Qualitative Research Methodology: Methods of Observing People 172

In-Depth Interviews 173

Focus Croups 179

Participant-Observation 190

Summary 193

Chapter 10 Quantitative Research Methodology: Sampling Messages and People 196

Sampling 197

Errors Encountered in Sampling 198

Sampling Types 200

Sample Size and Probability Sampling 207

Sampling Strategies 214

A Concern Regarding Randomness 218

Summary 219

Chapter 11 Quantitative Research Methodology: Survey and Poll Methods 223

Polls Versus Surveys 225

Design Considerations 226

A Note About "Informed Consent" 235

Questionnaire Construction 236

Reporting Survey Results 241

New Technologies 242

Summary 243

Chapter 12 Quantitative Research Methodology: Experimental Method 248

What is an Experiment? 249

Testing Relationships 251

Establishing Causation 254

Establishing Control 255

Experimental Designs 257

Types of Experimental Design 258

Experimental Methodology and Public Relations 261

Summary 262

Chapter 13 Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis 265

Making Quantitative Inferences and Testing Relationships 266

Inferential Tests 272

Advanced Statistical Testing 289

Summary 290

Part III Obtaining and Reporting Public Relations Research 293

Chapter 14 Writing and Evaluating the Request for Research Proposal 295

Addressing What You Need 296

Identifying Potential Researchers and Firms 299

The RFP 300

Evaluating RFPs 304

Summary 307

Chapter 15 Writing and Presenting the Final Research Report 309

Writing the Research Report 309

The Oral Presentation 315

Summary 319

Appendix: Dictionary of Public Relations Measurement and Research 323

Index 351

About the Author 367

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