简介
This textbook focuses on the applications and uses of research in advertising and public relations. While research is covered in detail, the aim of the book is not to create researchers, but to show future professionals in the fields how to commission and apply research to their work. Chapters include bulleted lists of learning objectives, brief concluding summaries, discussion questions, research exercises, and sources for more information. Authors are Jugenheimer (author, researcher, consultant, educator), Bradley (advertising, Texas Tech U.), Kelley (executive vice president, advertising agency FKM), and Hudson (educator, advertising and electronic media). Annotation 漏2010 Book News, Inc., Portland, OR (booknews.com)
目录
Preface
Introduction to Advertising and Public Relations Research
Needs for Research in Advertising and Public Relations
Research Plans
Some Research Definitions
Planning and Designing Research
Secondary Research in Advertising and Public Relations
Introduction to Secondary Research
Syndicated Research
On-Line Resources
Other Useful Resources
Primary Research in Advertising and Public Relations: Qualitative Research
Uses of Qualitative Research
How Qualitative Research Can Enhance Quantitative Research
Handling Qualitative Data
Primary Research in Advertising and Public Relations: Quantitative Research
Empirical Research: Survey Research
Sampling
Measuring Instruments
Question Wording
Interviewer Training
Obtaining Accurate Responses
Data Tabulation
Applications of Quantitative Research
Experimental Research
Experimental Approaches
Quasi-Experimental Research
Experimental Applications in Advertising and Public Relations
Primary Research in Advertising and Public Relations: Other Research
Historical and Legal Research and Critical Analysis
Advertising and Public Relations Research Data Analysis
Handling Data
Scaling Techniques
Mapping Techniques
Statistics
Statistical Analytic Tools
Practical Aspects of Advertising and Public Relations Research
Who Should Conduct the Research
Applying Research to Advertising and Public Relations Situations
The Research Report
Research Ethics
Appendix: Table of Random Numbers
About the Authors
Index
Introduction to Advertising and Public Relations Research
Needs for Research in Advertising and Public Relations
Research Plans
Some Research Definitions
Planning and Designing Research
Secondary Research in Advertising and Public Relations
Introduction to Secondary Research
Syndicated Research
On-Line Resources
Other Useful Resources
Primary Research in Advertising and Public Relations: Qualitative Research
Uses of Qualitative Research
How Qualitative Research Can Enhance Quantitative Research
Handling Qualitative Data
Primary Research in Advertising and Public Relations: Quantitative Research
Empirical Research: Survey Research
Sampling
Measuring Instruments
Question Wording
Interviewer Training
Obtaining Accurate Responses
Data Tabulation
Applications of Quantitative Research
Experimental Research
Experimental Approaches
Quasi-Experimental Research
Experimental Applications in Advertising and Public Relations
Primary Research in Advertising and Public Relations: Other Research
Historical and Legal Research and Critical Analysis
Advertising and Public Relations Research Data Analysis
Handling Data
Scaling Techniques
Mapping Techniques
Statistics
Statistical Analytic Tools
Practical Aspects of Advertising and Public Relations Research
Who Should Conduct the Research
Applying Research to Advertising and Public Relations Situations
The Research Report
Research Ethics
Appendix: Table of Random Numbers
About the Authors
Index
- 名称
- 类型
- 大小
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