O'Reilly logo

A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition by Don W. Stacks, David Michaelson

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Part II

Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation

Part II introduces the reader to the gathering of information from a qualitative or historical perspective. This perspective is typically employed when the researcher seeks to understand in detail a problem and has no concern with generalizing those findings to a larger audience or population. The part begins with where all research starts, regardless of methodologies employed—with what has been researched and reported in the past or secondary research. Building upon what has been found through secondary research, which will help in firming up public relations goals and objectives in relation to the larger business goals and objectives, three particular ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required