Revised to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents guidelines for using a variety of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings to clients. Features review questions and practice problems.
Revised to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents guidelines for using a variety of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings to clients. Features review questions and practice problems.
Don W. Stacks, PhD, is Professor Emeritus of Public Relations/Corporate Communication 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 and Associate Dean for Faculty Research and Creative Support from 2009 to 2013. Dr. Stacks has written more than 300 scholarly articles and papers and has authored or coauthored 10 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, is editor of Communications Research Reports (vols. 31-33), and directs the annual International Public Relations Research Conference. He is a trustee of the Institute for Public Relations and the Arthur W. Page Society and serves on the boards of the International Public Relations Association and the Commission on Public Relations Measurement and Evaluation.
Inhaltsangabe
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
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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