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" Primer of public relations research / "
Don W. Stacks.
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BL
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| Record Number
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849829
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| Main Entry
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Stacks, Don W.
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| Title & Author
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Primer of public relations research /\ Don W. Stacks.
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| Edition Statement
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Third edition.
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| Publication Statement
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New York :: Guilford Press,, [2017]
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, ©2017
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| Page. NO
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1 online resource (xii, 404 pages) :: illustrations
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| ISBN
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1462527973
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: 331933218X
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: 9781462527977
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: 9783319332185
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146252270X
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9781462522705
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| Bibliographies/Indexes
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Includes bibliographical references (pages 383-389) and index.
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| Contents
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An introduction to research in public relations. Understanding research : an introduction with public relations implications ; Management of research in public relations ; Standards for conducting public relations research -- Necessary considerations for quantification. Measuring outcomes ; Data and data sets ; Descriptive statistical reasoning and computer analysis ; Ethical concerns in public relations research -- Research methodology. Qualitative research methodology : content analysis ; Qualitative research methodology : historical and secondary methods ; Qualitative research methodology : case studies ; Qualitative research methodology : methods of observing people ; Quantitative research methodology : sampling messages and people ; Quantitative research methodology : survey and poll methods ; Quantitative research methodology : the experimental method ; Quantitative statistics: advanced inferential statistical reasoning and computer analysis -- Obtaining and reporting public relations research. Putting it all together.
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| Abstract
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Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and evaluating PR campaigns. Revised and expanded to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Every chapter features review questions and a compelling practice problem. PowerPoint slides for use in teaching are provided at the companion website. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the strategic use of key performance indicators. *Covers the latest content analysis software. Pedagogical Features: *Each chapter opens with a chapter overview and concludes with review questions. *End-of-chapter practice problems guide readers to implement what they have learned in a PR project. *Appendix provides a dictionary of public relations measurement and research terms. *Supplemental Instructor's Manual and PowerPoint slides.
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| Subject
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Public relations-- Research.
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BUSINESS ECONOMICS-- Advertising Promotion.
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| Subject
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Public relations-- Research.
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| Dewey Classification
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659.2072
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| LC Classification
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HM1221.S78 2017eb
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