A Practioner's Guide to Public Relations Research, Measurement and Evaluation

Table of contents

1. A Practitioner's Guide to Public Relations Research, Measurement, and Evaluation
2. List of Titles
3. Copyright
4. Dedication
5. Abstract
6. Contents
7. Preface
8. Part I: Introduction to Public Relations Research, Measurement, and Evaluation
9. Chapter 1: Introduction to Research and Evaluation in Public Relations
10. Chapter 2: The Business of Public Relations
11. Chapter 3: Measuring Public Relations Outcomes
12. Part II: Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
13. Chapter 4: Secondary Research
14. Chapter 5: Qualitative Research Methodologies
15. Chapter 6: Content Analysis
16. Part III: Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
17. Chapter 7: Survey Methodology
18. Chapter 8: Statistical Analysis
19. Chapter 9: Sampling
20. Part IV: Wrapping Up
21. Chapter 10: Best Practices in Public Relations Research, Measurement, and Evaluation
22. Appendix: Dictionary of Public Relations Measurement and Research
23. Notes
24. References