Advertising and Public Relations Research

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