Overview

This comprehensive volume concentrates on the uses and applications of research in advertising and public relations situations. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information needed by practitioners to commission and apply research to their work problems in advertising and PR.

Full Product Details

Author:   Donald W Jugenheimer ,  Samuel D Bradley ,  Larry D Kelley ,  Fogarty KleinMonroe
Publisher:   Taylor & Francis Inc
Imprint:   M.E. Sharpe
Dimensions:   Width: 18.80cm , Height: 2.00cm , Length: 23.10cm
Weight:   0.567kg
ISBN:  

9780765624185

ISBN 10:   0765624184
Pages:   384
Publication Date:   28 February 2010
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Preface; Part I. Introduction to Advertising and Public Relations Research; 1. Needs for Research in Advertising and Public Relations; 2. Research Plans; 3. Some Research Definitions; 4. Planning and Designing Research; Part II. Secondary Research in Advertising and Public Relations; 5. Introduction to Secondary Research; 6. Syndicated Research; 7. On-Line Resources; 8. Other Useful Resources; Part III. Primary Research in Advertising and Public Relations: Qualitative Research; 9. Uses of Qualitative Research; 10. How Qualitative Research Can Enhance Quantitative Research; 11. Handling Qualitative Data; Part IV. Primary Research in Advertising and Public Relations: Quantitative Research; 12. Empirical Research: Survey Research; 13. Sampling; 14. Measuring Instruments; 15. Question Wording; 16. Interviewer Training; 17. Obtaining Accurate Responses; 18. Data Tabulation; 19. Applications of Quantitative Research; 20. Experimental Research; 21. Experimental Approaches; 22. Quasi-Experimental Research; 23. Experimental Applications in Advertising and Public Relations; Part V. Primary Research in Advertising and Public Relations: Other Research; 24. Historical and Legal Research and Critical Analysis; Part VI. Advertising and Public Relations Research Data Analysis; 25. Handling Data; 26. Scaling Techniques; 27. Mapping Techniques; 28. Statistics; 29. Statistical Analytic Tools; Part VII. Practical Aspects of Advertising and Public Relations Research; 30. Who Should Conduct the Research; 31. Applying Research to Advertising and Public Relations Situations; 32. The Research Report; 33. Research Ethics; Appendix: Table of Random Numbers; About the Authors; Index.

Reviews

Author Information

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions