Primer of Public Relations Research, Third Edition

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  • Edition: 3rd
  • Format: Hardcover
  • Copyright: 11/23/2016
  • Publisher: The Guilford Press

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Author Biography

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 Director of the Public Relations Program from 1995 to 2009. Dr. Stacks has written more than 150 scholarly articles and papers and has authored or coauthored seven books on communication topics. He is the recipient of honors including the Outstanding Educator Award from the Public Relations Society of America (PRSA); the Jackson, Jackson, and Wagner Behavioral Science Prize from the PRSA Foundation; and the Distinguished Research Fellow and Distinguished Teaching Fellow awards from the Eastern Communication Association. Dr. Stacks has been an active communication consultant since the 1970s. His areas of expertise include organizational systems assessment, sociological/psychological organizational analysis, media relations, internal organizational communications, and leadership; he is also a trained listening specialist. Dr. Stacks serves on the editorial boards of numerous communication and public relations journals and directs the annual International Public Relations Research Conference. He is a trustee of the Institute for Public Relations and serves on the boards of the International Public Relations Association and the Commission on Public Relations Measurement and Evaluation.

Table of Contents

I. An Introduction to Research in Public Relations
1. Understanding Research: An Introduction with Public Relations Implications
2. Management of Research in Public Relations
3. Standards for Conducting Public Relations Research
II. Necessary Considerations for Quantification
4. Measuring Outcomes
5. Data and Data Sets
6. Descriptive Statistical Reasoning and Computer Analysis
7. Ethical Concerns in Public Relations Research, with Shannon A. Bowen
III. Research Methodology
8. Qualitative Research Methodology: Content Analysis
9. Qualitative Research Methodology: Historical and Secondary Research Methods
10. Qualitative Research Methodology: Case Studies
11. Qualitative Research Methodology: Methods of Observing People, Shannon A. Bowen
12. Quantitative Research Methodology: Sampling Messages and People
13. Quantitative Research Methodology: Survey and Poll Methods
14. Quantitative Research Methodology: The Experimental Method
15. Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis
IV. Obtaining and Reporting Public Relations Research
16. Putting It All Together
Appendix: Dictionary of Public Relations Measurement and Research

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