Advertising and Public Relations Research

Front Cover
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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out standing boook dear./thank u so much

Contents

1 Needs for Research in Advertising and Public Relations
3
2 Research Plans
8
3 Some Research Definitions
15
4 Planning and Designing Research
21
PART II Secondary Research in Advertising and Public Relations
27
5 Introduction to Secondary Research
29
6 Syndicated Research
35
7 Online Resources
43
20 Experimental Research
181
21 Experimental Approaches
192
22 QuasiExperimental Research
204
23 Experimental Applications in Advertising and Public Relations
211
Other Research Methods
221
24 Historical and Legal Research and Critical Analysis
223
PART VI Advertising and Public Relations Research Data Analysis
231
25 Handling Data
233

8 Other Useful Resources
50
Qualitative Research
57
9 Uses of Qualitative Research
59
10 How Qualitative Research Can Enhance Quantitative Research
69
11 Handling Qualitative Data
74
Quantitative Research
81
Survey Research
83
13 Sampling
100
14 Measuring Instruments
118
15 Question Wording
137
16 Interviewer Training
149
17 Obtaining Accurate Responses
156
18 Data Tabulation
163
19 Applications of Quantitative Research
173
26 Scaling Techniques
240
27 Mapping Techniques
251
28 Statistics
257
29 Statistical Analytic Tools
267
PART VII Practical Aspects of Advertising and Public Relations Research
285
30 Who Should Conduct the Research?
287
31 Applying Research to Advertising and Public Relations Situations
295
32 The Research Report
301
33 Research Ethics
306
Table of Random Numbers
313
About the Authors
315
Index
319
Copyright

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