000			01968cam a2200229 a 4500
999			_c6405 _d6405
001			213533
003			0000000000
005			20180217095856.0
008			100401s2011 nyua b 001 0 eng
020			_a9781593855956
050	0	0	_aHM 1221 _b.St12 2011
100	1		_aStacks, Don W. _922129
245	1	0	_aPrimer of public relations research / _cDon W. Stacks.
250			_a2nd ed.
260			_aNew York : _bGuilford Press, _cc2011.
265			_aFFB
300			_axiv, 367 p. : _bill. ; _c24 cm.
504			_aIncludes bibliographical references and index.
520			_aThis practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details. New to This Edition: 1) Thoroughly updated to reflect the growth of social media and other technological changes; 2) Expanded coverage of measuring return on investment (ROI); 3) Restructured based on classroom experience: learning statistical concepts first will help students master the methods; 4) Emphasizes a best-practice approach to designing and implementing research.
650		0	_aPublic relations _xResearch. _922130
942			_2lcc _cGS
984			_a057228 _bbrj