A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition

Contents

Preface
Part I	Introduction to Public Relations Research, Measurement, and Evaluation
Chapter 1	Introduction to Research and Evaluations in Public Relations
Chapter 2	The Move Toward Standardization
Chapter 3	The Business of Public Relations
Chapter 4	Measuring Public Relations Outcomes
Part II	Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation
Chapter 5	Secondary Research
Chapter 6	Qualitative Research Methodologies
Chapter 7	Content Analysis
Part III	Quantitative Methods for Effective Public Relations Research, Measurement, and Evaluation
Chapter 8	Sampling
Chapter 9	Survey Methodology
Chapter 10	Statistical Reasoning
Part IV	Wrapping Up
Chapter 11	The Application ...