Advertising and Public Relations Research

ISBN-13: 9780765636065 / Angielski / Miękka / 2014 / 384 str.

Donald W. Jugenheimer; Larry D. Kelley; Jerry Hudson

Opis

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

Spis treści

Part I: Introduction to Advertising and Public Relations Research  1. Needs for Research in Advertising and Public Relations  2. Some Research Definitions  3. Planning and Using Research  4. Designing Research  Part II: Secondary Research in Advertising and Public Relations  5. Introduction to Secondary Research  6. Syndicated Research  7. Online Resources  8. Other Useful Resources  Part III: Primary Research in Advertising and Public Relations: Qualitative Research  9. Uses of Qualitative Research  10. Focus Groups  11. Content Analysis  12. In-depth Interviews  13. Other Qualitative Methods  14. How Qualitative Research Can Enhance Quantitative Research  15. Handling Qualitative Findings  Part IV: Primary Research in Advertising and Public Relations: Quantitative Research  16. Empirical Research: Survey Research  17. Sampling  18. Measuring Instruments  19. Question Wording  20. Interviewer Training  21. Obtaining Accurate Responses  22. Data Tabulation  23. Applications of Quantitative Research  24. Experimental Research  25. Experimental Approaches  26. Quasi-Experimental Research  27. Experimental Applications in Advertising and Public Relations  Part V: Primary Research in Advertising and Public Relations: Other Research Methods  28. Historical and Legal Research and Critical Analysis  Part VI: Advertising and Public Relations Research Data Analysis  29. Handling Data  30. Scaling Techniques  31. Mapping Techniques  32. Statistics  33. Statistical Analytic Tools  Part VII: Practical Aspects of Advertising and Public Relations Research  34. Who Should Conduct Research?  35. Applying Research to Advertising and Public Relations Situations  36. The Research Report  37. Ethics in Research