Primer of public relations research - Stacks, Don W. (New York The Guilford Press, 2017)
Understanding research: an introduction with public relations implications -- Management of research in public relations -- Standard for conducting public relations research -- Measuring outcomes -- Data and data sets -- Descriptive statistical reasoning and computer analysis -- Ethical concerns in public relations research -- Qualitative research methodology: content analysis -- Qualitative research methodology: historical and secondary research methods -- Qualitative research methodology: case studies -- Qualitative research methodology: methods of observing people -- Quantitative research methodology: sampling messages and people -- Quantitative research methodology: survey and poll methods -- Quantitative research methodology: the experimental method -- Quantitative statistics: advanced inferential statistical reasoning and computer analysis -- Putting it all together.
Includes bibliographical references (pages 383-389) and index.
Keywords: Public relations -- Research