Using research in public relations : applications to program management

著者

• Broom, Glen M.
• Dozier, David M.

書誌事項

Using research in public relations : applications to program management

Glen M. Broom, David M. Dozier

Prentice-Hall, c1990

注記

Includes bibliographical references and index

内容説明・目次

内容説明

A reader-friendly guide to research methods used in public relations.

目次

PART I. 1. The Role of Research in Public Relations. 2. Using Research to Plan Programs. 3. Using Research to Monitor Programs. 4. Using Research to Evaluate Programs. PART II. 5. Designing the Research. 6. Sampling the Populations. 7. Making the Observations. 8. Taking the Measurements. PART III. 9. Compiling and Organizing Data. 10. Describing the Findings. 11. Testing Relationships. 12. Testing for Causation and Change. PART IV. 13. Interpreting and Reporting the Findings. 14. Using the Findings for Organizational Change. Professional Ethics and Practices. How to Select and Monitor Outside Research Consultants. How to Conduct a Focus Group Study. How to Construct Questionnaires. How to Select Sample Size for Statistical Power. How to Construct Samples for Random Digit Dialing. How to Use a Table of Random Numbers. How to Compute Completion, Response, Refusal, and Noncontact Rates. How to Compute the Chi-Square Statistic. How to Use a Table of Critical Chi-Square Values. How to Interpret Contingency Tables. Glossary of Research Terms.

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BA18850326
• ISBN:
  • 0139391665
• LCCN: 89015930
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Englewood Cliffs, N.J.
• ページ数/冊数: xviii, 414 p.
• 大きさ: 24 cm
• 分類:
  • LCC : HD59
  • DC20 : 659.2/072
• 件名:
  • LCSH : Public relations -- Research -- Methodology
  • LCSH : Market surveys