Title Advertising and public relations research / Donald W. Jugenheimer, Samuel D. Bradley, Larry D. Kelley, Jerry C. Hudson

Edition Second edition Published Abingdon, Oxon : Taylor and Francis Ltd, [2015]

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Description 1 online resource Contents Cover; Half Title; Title Page; Copyright Page; Table of Contents; Preface; 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 Analysis12. 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 RelationsPart 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 ResearchAppendix: Table of Random Numbers; About the Authors; Index Summary 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 Notes Vendor-supplied metadata Subject Advertising -- Research. Public relations -- Research BUSINESS & ECONOMICS -- Advertising & Promotion. Advertising -- Research Public relations -- Research Form Electronic book Author Kelley, Larry D., 1955- author. Hudson, Jerry C., author Bradley, Samuel D., author ISBN 9781317507376 1317507371 113886028X 9781138860285

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