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.
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.