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Primer of Public Relations Research, Third Edition

Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and evaluating PR campaigns. Revised and expanded to reflect today's emphasis on standards-based practice, the third edition has a heightened emphasis on setting baselines, creating benchmarks, and assessing progress. Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Every chapter features review questions and a compelling practice problem. PowerPoint slides for use in teaching are provided at the companion website. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the strategic use of key performance indicators. *Covers the latest content analysis software. Pedagogical Features: *Each chapter opens with a chapter overview and concludes with review questions. *End-of-chapter practice problems guide readers to implement what they have learned in a PR project. *Appendix provides a dictionary of public relations measurement and research terms. *Supplemental Instructor's Manual and PowerPoint slides.

New to This Edition: *Chapter on standardization, moving beyond the prior edition's focus on best practices. *Chapter on different types of data sets, with attention to the advantages and disadvantages of using Big Data. *Addresses the ...

Applied Qualitative Research Design

A Total Quality Framework Approach

"This unique text provides a comprehensive framework for creating, managing, and interpreting qualitative research studies that yield valid and useful information. Examples of studies from a wide range of disciplines illustrate the strengths, limitations, and applications of the primary qualitative methods: in-depth interviews, focus group discussions, ethnography, content analysis, and case study and narrative research. Following a consistent format, chapters show students and researchers how to implement each method within a paradigm-neutral and flexible Total Quality Framework (TQF) comprising four interrelated components: Credibility, Analyzability, Transparency, and Usefulness. Unlike other texts that relegate quality issues to one or two chapters, detailed discussions of such crucial topics as construct validity, inter-researcher reliability, researcher bias, and verification strategies are featured throughout. The book also addresses applications of the TQF to the writing, review, and evaluation of qualitative research proposals and manuscripts. KEY WORDS/SUBJECT AREAS: case study, content analysis, ethnographic, ethnography, focus groups, interviews, narrative, proposal writing, qualitative research, reliability, research designs, research methods, standards, studies, the literacy, total quality framework, transparency AUDIENCE: Graduate students and instructors in education, sociology, psychology, social work, management, communications, and nursing; researchers and evaluators seeking guidance for their qualitative research work. "--

"This unique text provides a comprehensive framework for creating, managing, and interpreting qualitative research studies that yield valid and useful information.