Advertising and Public Relations Research

✍ Scribed by Donald W. Jugenheimer

• Publisher: Routledge
• Year: 2014
• Tongue: English
• Leaves: 376
• Edition: 2
• Category: Library

✦ Synopsis

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

✦ Table of Contents

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