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000841497 020__ $$z9781606499849$$qpaperback
000841497 020__ $$a9781606499856$$q (electronic book)
000841497 035__ $$a(OCoLC)880626294
000841497 035__ $$a(CaBNVSL)swl00403406
000841497 035__ $$a(MiAaPQ)EBC1685396
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000841497 050_4 $$aHM1221$$b.M536 2014
000841497 0820_ $$a659.2$$223
000841497 1001_ $$aMichaelson, David.,$$eauthor.
000841497 24512 $$aA professional and practitioner's guide to public relations research, measurement, and evaluation /$$cDavid Michaelson and Don W. Stacks.
000841497 250__ $$aSecond edition.
000841497 264_1 $$aNew York, New York (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2014.
000841497 300__ $$a1 online resource (xii, 271 pages)
000841497 336__ $$atext$$2rdacontent
000841497 337__ $$acomputer$$2rdamedia
000841497 338__ $$aonline resource$$2rdacarrier
000841497 4901_ $$aPublic relations collection,$$x2157-3476
000841497 500__ $$aPart of: 2014 digital library.
000841497 504__ $$aIncludes bibliographical references (pages 259-264) and index.
000841497 5050_ $$aPart I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index.
000841497 506__ $$aAccess limited to authorized users.
000841497 5203_ $$aContemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book will provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This outstanding contribution takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments.
000841497 588__ $$aTitle from PDF title page (viewed on May 25, 2014).
000841497 650_0 $$aPublic relations$$xEvaluation.
000841497 650_0 $$aPublic relations$$xResearch.
000841497 653__ $$apublic relations
000841497 653__ $$anonfinancial indicators
000841497 653__ $$amedia analysis
000841497 653__ $$ameasurement
000841497 653__ $$ainterviewing
000841497 653__ $$agoals and objectives
000841497 653__ $$afocus groups
000841497 653__ $$aexperimentation
000841497 653__ $$aevaluation
000841497 653__ $$acontent analysis
000841497 653__ $$asurvey and poll research
000841497 653__ $$astatistical analysis
000841497 653__ $$astandardized measurement
000841497 653__ $$asecondary research
000841497 653__ $$asampling
000841497 653__ $$areturn on investment (ROI)
000841497 653__ $$areturn on expectation (ROE)
000841497 653__ $$aresearch
000841497 653__ $$aresearch methods
000841497 653__ $$aqualitative research
000841497 653__ $$aquantitative research
000841497 7001_ $$aStacks, Don W.,$$eauthor.
000841497 77608 $$iPrint version:$$z9781606499849
000841497 830_0 $$a2014 digital library.
000841497 830_0 $$aPublic relations collection.$$x2157-3476
000841497 852__ $$bebk
000841497 85640 $$3ProQuest Ebook Central Academic Complete$$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1685396$$zOnline Access
000841497 909CO $$ooai:library.usi.edu:841497$$pGLOBAL_SET
000841497 980__ $$aEBOOK
000841497 980__ $$aBIB
000841497 982__ $$aEbook
000841497 983__ $$aOnline