Primer of public relations research
著者
書誌事項
Primer of public relations research
Guilford Press, c2002
大学図書館所蔵 件 / 全2件
-
該当する所蔵館はありません
- すべての絞り込み条件を解除する
注記
Includes bibliographical references and index
内容説明・目次
内容説明
This authoritative guide provides comprehensive coverage of the various research methods available to public relations practitioners. Written in a practical and direct style, the book takes readers step-by-step through the various elements of designing, conducting, and reporting PR-related research in both corporate and nonprofit settings. Informal and formal research methodologies are discussed in depth, including clear guidelines for using secondary sources, case studies, observational approaches, content analysis, sampling, survey research, and more. Demystifying statistical concepts and methods, the book provides detailed instructions for using SPSS, the widely available statistical software package. Numerous concrete examples, sample research tools and reports, and computer screen shots enhance the utility of the book, as do helpful review questions and practice problems at the end of each chapter.
目次
Part I: An Introduction to Research in Public Relations. Research: An Introduction with Public Relations Implications. Management of Research in Public Relations. Ethical Concerns in Public Relations Research. Part II: Informal Research Methodology. Historical and Secondary Research Methods. Case Studies. Informal Methods of Observing People. Content Analysis. Part III: Formal Research Methodology. Measurement in Public Relations. Sampling Messages and People. Survey and Poll Methods. Experimental Method. Descriptive Statistical Reasoning and Computer Analysis. Inferential Statistical Reasoning and Computer Analysis. Part IV: Reporting Public Relations Research. Writing and Evaluating the Request for Research Proposal. Writing and Presenting the Final Research Report.
「Nielsen BookData」 より