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Primer of Public Relations Research : Second Edition - D. W. Stacks

Primer of Public Relations Research

Second Edition


Published: 1st February 2002
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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.

'Given the increased importance of research in virtually every aspect of public relations practice, a book like this is long overdue. The entire field clearly benefits from this practical introduction and overview. Including many valuable suggestions for everyday practice, the book deals both with how to conduct research and how to include research strategically in the setting of public relations objectives. The full range of research methodologies is addressed; statistics are treated in a readable manner; and software for analyzing research data is explained in depth... Stacks does a wonderful job of explaining the complexities of research in terminology that practitioners and students will understand.' - Donald K. Wright, University of South Alabama; Director, Public Relations Executive Forum 'This book will undoubtedly make a major contribution to public relations research education. Its clarity and breadth of scope make it equally appropriate for undergraduates preparing to enter the job market, graduate students in masters or doctoral programs, and working professionals seeking greater research application ability. Unusually well written and easy to understand, the book serves the multiple knowledge needs that we confront in public relations education.' - Melvin L. Sharpe, College of Communication, Information and Media, Ball State University 'Many public relations practitioners avoid using research in their day-to-day work. There are several excuses: good research takes time and money; some practitioners want to avoid accountability for what they do and how they do it; and the way many of us learned research methods in college made the subject seem boring, difficult, and tedious. In this book, Don Stacks shoots down nearly every excuse for not using research, showing how it can be accessible, affordable, and even fun. In his usual engaging style, Stacks gives practitioners a better understanding of what research is and how it can help them.' - John W. Felton, President and CEO, Institute for Public Relations

An Introduction to Research in Public Relationsp. 1
Researchp. 3
Why Conduct Public Relations Research?p. 4
What Is Research?p. 5
Use of Research in Public Relationsp. 13
Summaryp. 13
Management of Research in Public Relationsp. 16
What Is Public Relations?p. 17
Programmatic Research in Public Relationsp. 20
Summaryp. 30
Ethical Concerns in Public Relations Researchp. 33
Public Relations Ethicsp. 34
Ethics and the Conduct of Researchp. 41
Who Owns the Data?p. 48
Summaryp. 48
Informal Research Methodologyp. 51
Historical and Secondary Research Methodsp. 53
Gathering Sources of Datap. 54
Secondary Researchp. 65
Summaryp. 68
Case Studiesp. 71
The Case Study Definedp. 71
The Case Study in Public Relationsp. 73
Conducting the Case Studyp. 78
Summaryp. 81
Informal Methods of Observing Peoplep. 84
In-Depth Interviewsp. 85
Focus Groupsp. 91
Participant-Observationp. 102
Summaryp. 105
Content Analysisp. 107
Defining the Methodp. 107
Advantages and Limitationsp. 108
Conducting a Content Analysisp. 108
Usesp. 118
Summaryp. 118
Formal Research Methodologyp. 123
Measurement in Public Relationsp. 127
Understanding Measurementp. 128
Measurement Scalesp. 132
An Example in Practicep. 144
Summaryp. 144
Sampling Messages and Peoplep. 150
Samplingp. 151
Problems--Errors--Encountered in Samplingp. 152
Sampling Typesp. 154
Sample Size and Probability Samplingp. 161
Sampling Strategiesp. 169
Summaryp. 171
Survey and Poll Methodsp. 174
Polls versus Surveysp. 175
Design Considerationsp. 176
Questionnaire Constructionp. 185
Reporting Survey Resultsp. 190
New Technologiesp. 192
Summaryp. 192
Experimental Methodp. 195
What Is an Experiment?p. 196
Testing Relationshipsp. 197
Establishing Causationp. 199
Establishing Controlp. 200
Experimental Designsp. 201
Types of Experimental Designp. 203
Experimental Methodology and Public Relationsp. 206
Summaryp. 206
Descriptive Statistical Reasoning and Computer Analysisp. 209
Review of Measurement Levels and "Variables"p. 210
Using Computer Packagesp. 212
Entering Data into the Computerp. 213
Describing Quantitative Datap. 216
Summaryp. 237
Inferential Statistical Reasoning and Computer Analysisp. 239
Making Quantitative Inferences and Testing Relationshipsp. 240
Inferential Testsp. 247
Advanced Statistical Testingp. 275
Summaryp. 275
Obtaining and Reporting Public Relations Researchp. 279
Writing and Evaluating the Request for Research Proposalp. 281
Addressing What You Needp. 282
Identifying Potential Researchers and Firmsp. 285
The Request for Proposalp. 287
Evaluating RFPsp. 290
Summaryp. 293
Writing and Presenting the Final Research Reportp. 295
Writing the Research Reportp. 295
The Oral Presentationp. 301
Summaryp. 305
Indexp. 308
About the Authorp. 318
Table of Contents provided by Syndetics. All Rights Reserved.

ISBN: 9781572307261
ISBN-10: 1572307269
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 324
Published: 1st February 2002
Publisher: Guilford Publications
Country of Publication: US
Dimensions (cm): 22.9 x 15.3  x 2.54
Weight (kg): 0.65