Contents
Part I Introduction to Public Relations Research, Measurement, and Evaluation
Chapter 1 Introduction to Research and Evaluation in Public Relations
Chapter 2 The Business of Public Relations
Chapter 3 Measuring Public Relations Outcomes
Part II Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
Chapter 5 Qualitative Research Methodologies
Part III Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
Chapter 8 Statistical Analysis
Chapter 10 Best Practices in Public Relations Research, Measurement, and Evaluation
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