This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem.
New to This Edition: * Thoroughly updated to reflect the growth of social media and other technological changes * Expanded coverage of measuring return on investment (ROI) * Restructured based on classroom experience: learning statistical concepts first will help students master the methods * Emphasizes a best-practice approach to designing and implementing research * A testbank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the books preface for details. The book will be invaluable to students in public relations and communication; public relations practitioners and decision makers. It also serves as a text in advanced undergraduate- and graduate-level courses in public relations and communication research methods.
Part 1. An Introduction to Research in Public Relations. 1. Understanding Research: An Introduction with Public Relations Implications. 2. Management of Research in Public Relations. 3. Measuring Outcomes. 4. Descriptive Statistical Reasoning and Computer Analysis. 5. Ethical Concerns in Public Relations Research. Part 2. Research Methodology. 6. Qualitative Research Methodology: Content Analysis. 7. Qualitative Research Methodology: Historical and Secondary Methods. 8. Qualitative Research Methodology: Case Studies. 9. Qualitative Research Methodology: Methods of Observing People. 10. Quantitative Research Methodology: Sampling Messages and People. 11. Quantitative Research Methodology: Survey and Poll Methods. 12. Quantitative Research Methodology: Experimental Method. 13. Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis. Part 3. Obtaining and Reporting Public Relations Research. 14. Writing and Evaluating the Request for Research Proposal. 15. Writing and Presenting the Final Research Report. Appendix: Dictionary of Public Relations Measurement and Research.