A Practioner's Guide to Public Relations Research, Measurement and EvaluationThis book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. |
What people are saying - Write a review
User Review - Flag as inappropriate
Really rich in subject area materials for academic study
Contents
1 | |
15 | |
ibestacks03 | 27 |
ibestacks04 | 49 |
ibestacks05 | 65 |
ibestacks06 | 83 |
ibestacks07 | 105 |
ibestacks08 | 127 |
ibestacks09 | 145 |
ibestacks10 | 159 |
ibestacks11app | 175 |
ibestacks12n | 213 |
219 | |
223 | |
Other editions - View all
A Practitioner's Guide to Public Relations Research, Measurement and Evaluation Don W. Stacks,David Michaelson No preview available - 2010 |
Common terms and phrases
actually advertising analyzed approach asked assess attitudes basic behavior benchmarks best practices brand chapter client coding communications program conducted content analysis continuous data continuum correlation coverage created defined demographic dependent variable descriptive statistics determine effective ensure error establish focus group goals and objectives gross rating points Grunig homophily impact individuals inferential statistics instance Internet interval Likert Likert scale marketing measurement and evaluation media relations messages MetLife Michaelson nominal data nonfinancial indicators nonprobability sample observations opinions overall participant observation participants population probability sampling public relations campaign public relations measurement public relations program public relations research purchase qualitative research quantitative questionnaire questions random randomly rela relationship reporting requires research methodology research methods Research—m respondents scale search engines secondary research selected sources specific Stacks statistical test strategy stratified sampling target audience telephone tions typically understanding unit of analysis