A Practioner's Guide to Public Relations Research, Measurement and EvaluationThis book will provide the business reader with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation and the public relations practitioner as guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. |
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Contents
ibestacks01 | 1 |
ibestacks02 | 15 |
ibestacks03 | 27 |
ibestacks04 | 49 |
ibestacks05 | 65 |
ibestacks06 | 83 |
ibestacks07 | 105 |
ibestacks08 | 127 |
ibestacks09 | 145 |
ibestacks10 | 159 |
ibestacks11app | 175 |
ibestacks12n | 213 |
219 | |
223 | |
Other editions - View all
A Practitioner's Guide to Public Relations Research, Measurement and Evaluation Don W. Stacks,David Michaelson No preview available - 2010 |
Common terms and phrases
activities actually advertising allows answer application approach asked assess attitudes audience basic behavior best practices called campaign chapter coding collection communications complete conducted confidence content analysis continuous created defined demonstrate dependent variable descriptive determine developed discussion effective employed ensure error establish evaluation example expected final findings focus group Further goals identified impact important indicators individuals instance intent interval interview issues known larger limited marketing mean measurement messages method methodology objectives observations opinions organization outcome overall participants particular population problem public relations research purchase qualitative research questionnaire questions relationship reliability reporting represent requires respondents sample scale secondary research selected sources specific Stacks statements statistical survey tions typically understanding unit validity variable