Synopses & Reviews
Designed to meet the needs of both the public relations education and public relations practitioner communities, this comprehensive text explores the types of research most used in public relations practice. The first introductory-level volume to treat the subject in depth,
Public Relations Research provides a theoretical framework for reader application, defines the knowledge necessary for public relations research, elaborates upon informal and formal research methods, and describes the techniques involved and provides models for subsequent use.
Following an introductory chapter that redefines the nature and role of public relations research, the book is divided into two major sections. The first deals with informal research methods and covers research foundations, environmental monitoring, informal research, secondary research, and the use of computers in research. In Part Two the authors describe formal research methods, addressing issues such as intermediate research considerations, the use of survey questionnaires, data and content analysis, reporting survey results, and quasi-quantitative procedures. Ideal as an undergraduate and graduate level text in public relations, this volume will also be an indispensable guide to research practice for entry-and-junior-level public relations specialists.
Synopsis
The first introductory-level volume to treat the subject in depth, this text provides a theoretical framework for reader application, defines the knowledge necessary for public relations research, elaborates upon informal and formal research methods, and describes the techniques involved and provides models for subsequent use.
Synopsis
The first introductory-level volume to treat the subject in depth, this text provides a theoretical framework for reader application, defines the knowledge necessary for public relations research, elaborates upon informal and formal research methods, and describes the techniques involved and provides models for subsequent use.
About the Author
E.W. BRODY teaches public relations in the Department of Journalism at Memphis State University in Tennessee and maintains a public relations consulting practice in MemphisGERALD C. STONE is professor and coordinator of the Graduate Program in Journalism at Memphis State University.
Table of Contents
Research Redefined
Part One: Informal Research Methods
Foundations of Research
Environmental Monitoring
Informal Research
Secondary Research
Computers in Research
Part Two: Formal Research Methods
The Research Problem
Preliminary Research Considerations
Intermediate Research Considerations
Survey Questionnaires
Questionnaire Form Samples
Data Analysis
Reporting Survey Results
Experiments
Content Analysis
Quasi-Quantitative Procedures
Bibliography
Index