Measure What Matters

Appendix 2

Measurement Resources

Books on Public Relations and Public Relations Research

Broom, Glen M., and David M. Dozier. Using Research in Public Relations: Applications to Program Management. Englewood Cliffs, NJ: Prentice Hall, 1990, 1996.

Grunig, James E., and Larissa A. Gruning. Excellence in Public Relations and Communication Management. Hillsdale, NJ: Lawrence Erlbaum Associates, 1992.

Grunig, James A., Larissa A. Grunig, and David M. Dozier. Excellent Public Relations and Effective Organizations. Hillsdale, NJ: Lawrence Erlbaum Associates, 2002.

Lindenmann, Walter K. Public Relations Research for Planning and Evaluation (available from the IPR website, www.instituteforpr.org).

Stacks, Don W. Primer of Public Relations Research. New York: The Guilford Press, 2002.

Two useful resources for qualitative and quantitative research techniques (both available from the Advertising Research Foundation, 432 Park Avenue South, New York, NY 10016):

• Guidelines for the Public Use of Market and Opinion Research.
• The ARF Guidelines Handbook: A Compendium of Guidelines to Good Advertising, Marketing and Media Research Practice.

Books on Media Content Analysis

Leinemann, Ralf, and Elena Baikaltseva. Media Relations Measurement. Aldershot, Hampshire, England: Gower, 2004.

Stacks, Don W. Primer of Public Relations Research. New York: Guilford Press, 2002.

References for Trust Research and Measurement

Shockley-Zalabak, Pamela, Kathleen Ellis, and Ruggero Cesaria. Measuring Organizational ...