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This comprehensive volume concentrates on the uses and applications of research in advertising and public relations situations. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information needed by practitioners to commission and apply research to their work problems in advertising and PR. Book jacket.
Table of Contents
|Introduction to Advertising and Public Relations Research|
|Needs for Research in Advertising and Public Relations|
|Some Research Definitions|
|Planning and Designing Research|
|Secondary Research in Advertising and Public Relations|
|Introduction to Secondary Research|
|Other Useful Resources|
|Primary Research in Advertising and Public Relations: Qualitative Research|
|Uses of Qualitative Research|
|How Qualitative Research Can Enhance Quantitative Research|
|Handling Qualitative Data|
|Primary Research in Advertising and Public Relations: Quantitative Research|
|Empirical Research: Survey Research|
|Obtaining Accurate Responses|
|Applications of Quantitative Research|
|Experimental Applications in Advertising and Public Relations|
|Primary Research in Advertising and Public Relations: Other Research|
|Historical and Legal Research and Critical Analysis|
|Advertising and Public Relations Research Data Analysis|
|Statistical Analytic Tools|
|Practical Aspects of Advertising and Public Relations Research|
|Who Should Conduct the Research|
|Applying Research to Advertising and Public Relations Situations|
|The Research Report|
|Appendix: Table of Random Numbers|
|About the Authors|
|Table of Contents provided by Ingram. All Rights Reserved.|