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This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research.
Don W. Stacks, PhD, is Professor of Public Relations and Associate Dean for Faculty Research and Creative Support in the School of Communication at the University of Miami, Coral Gables, Florida. He served as program director from 1995 to 2009. He has written more than 150 scholarly articles and papers and has authored or coauthored seven books on communication topics. Dr. Stacks’s most recent awards include the Public Relations Society of America’s Outstanding Educator, the Jackson Jackson & Wagner Behavioral Science Prize, and the Eastern Communication Association’s Distinguished Research Fellow and Distinguished Teaching Fellow. He was recently elected to the first class of the Institute for Public Relations’ Research Fellows and was selected as a Senior Fellow of the Society for New Communications Research. Dr. Stacks has been an active communication consultant for over 30 years. His areas of expertise include organizational systems assessment, sociological/psychological organizational analysis, media relations, internal organizational communications, and leadership, as well as serving as a trained listening specialist.
Table of Contents
|Preface to the Second Edition||p. v|
|Preface to the First Edition||p. ix|
|An Introduction to Research in Public Relations||p. 1|
|Understanding Research: An Introduction with Public Relations Implications||p. 5|
|Why Conduct Public Relations Research?||p. 6|
|What is Research?||p. 8|
|Use of Research in Public Relations||p. 15|
|Best Practices in Public Relations||p. 16|
|Management of Research in Public Relations||p. 20|
|What is Public Relations?||p. 21|
|Programmatic Research in Public Relations||p. 26|
|Public Relations Best Practices and Influence on ROE/ROI||p. 36|
|Measuring Outcomes||p. 44|
|Understanding Measurement||p. 45|
|Measurement Scales||p. 51|
|An Example in Practice||p. 62|
|Descriptive Statistical Reasoning and Computer Analysis||p. 68|
|Review of Measurement Levels and ˘Variables÷||p. 69|
|Using Computer Packages||p. 71|
|Entering Data into the Computer||p. 72|
|Describing Quantitative Data||p. 76|
|Inferential Statistics||p. 97|
|Ethical Concerns in Public Relations Research||p. 102|
|Public Relations Ethics||p. 104|
|Ethics and the Conduct of Research||p. 106|
|Who Owns the Research and the Data?||p. 112|
|Research Methodology||p. 115|
|Qualitative Research Methodology: Content Analysis||p. 119|
|Defining the Method||p. 119|
|Advantages and Limitations||p. 120|
|Conducting a Content Analysis||p. 120|
|Computerized Content Analysis||p. 130|
|Concerns About Computerized Coding of Content||p. 134|
|Qualitative Research Methodology: Historical and Secondary Research Methods||p. 139|
|Gathering Sources of Data||p. 140|
|Secondary Research||p. 151|
|Qualitative Research Methodology: Case Studies||p. 157|
|The Case Study Defined||p. 157|
|The (Historical) Case Study in Public Relations||p. 159|
|The Grounded or Business Case Study||p. 162|
|Answering Research Questions||p. 163|
|Conducting the Case Study||p. 165|
|Qualitative Research Methodology: Methods of Observing People||p. 172|
|In-Depth Interviews||p. 173|
|Focus Croups||p. 179|
|Quantitative Research Methodology: Sampling Messages and People||p. 196|
|Errors Encountered in Sampling||p. 198|
|Sampling Types||p. 200|
|Sample Size and Probability Sampling||p. 207|
|Sampling Strategies||p. 214|
|A Concern Regarding Randomness||p. 218|
|Quantitative Research Methodology: Survey and Poll Methods||p. 223|
|Polls Versus Surveys||p. 225|
|Design Considerations||p. 226|
|A Note About ˘Informed Consent÷||p. 235|
|Questionnaire Construction||p. 236|
|Reporting Survey Results||p. 241|
|New Technologies||p. 242|
|Quantitative Research Methodology: Experimental Method||p. 248|
|What is an Experiment?||p. 249|
|Testing Relationships||p. 251|
|Establishing Causation||p. 254|
|Establishing Control||p. 255|
|Experimental Designs||p. 257|
|Types of Experimental Design||p. 258|
|Experimental Methodology and Public Relations||p. 261|
|Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis||p. 265|
|Making Quantitative Inferences and Testing Relationships||p. 266|
|Inferential Tests||p. 272|
|Advanced Statistical Testing||p. 289|
|Obtaining and Reporting Public Relations Research||p. 293|
|Writing and Evaluating the Request for Research Proposal||p. 295|
|Addressing What You Need||p. 296|
|Identifying Potential Researchers and Firms||p. 299|
|The RFP||p. 300|
|Evaluating RFPs||p. 304|
|Writing and Presenting the Final Research Report||p. 309|
|Writing the Research Report||p. 309|
|The Oral Presentation||p. 315|
|Appendix: Dictionary of Public Relations Measurement and Research||p. 323|
|About the Author||p. 367|
|Table of Contents provided by Ingram. All Rights Reserved.|