Primer of Public Relations Research, Second Edition

This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. New to This Edition: Thoroughly updated to reflect the growth of social media and other technological changes Expanded coverage of measuring return on investment (ROI) Restructured based on classroom experience: learning statistical concepts first will help students master the methods Emphasizes a best-practice approach to designing and implementing research A testbank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the book's preface for details. The book will be invaluable to students in public relations and communication; public relations practitioners and decision makers. It also serves as a text in advanced undergraduate- and graduate-level courses in public relations and communication research methods.

Table of Contents:
Part 1. An Introduction to Research in Public Relations. 1. Understanding Research: An Introduction with Public Relations Implications. 2. Management of Research in Public Relations. 3. Measuring Outcomes. 4. Descriptive Statistical Reasoning and Computer Analysis. 5. Ethical Concerns in Public Relations Research. Part 2. Research Methodology. 6. Qualitative Research Methodology: Content Analysis. 7. Qualitative Research Methodology: Historical and Secondary Methods. 8. Qualitative Research Methodology: Case Studies. 9. Qualitative Research Methodology: Methods of Observing People. 10. Quantitative Research Methodology: Sampling Messages and People. 11. Quantitative Research Methodology: Survey and Poll Methods. 12. Quantitative Research Methodology: Experimental Method. 13. Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis. Part 3. Obtaining and Reporting Public Relations Research. 14. Writing and Evaluating the Request for Research Proposal. 15. Writing and Presenting the Final Research Report. Appendix: Dictionary of Public Relations Measurement and Research.

About the Author :
Don W. Stacks, University of Miami, USA

Review :
"Stacks has created the central repository of essential knowledge about why and how to conduct research that every public relations professional needs. Grounded in the fundamentals of communications theory, the book not only covers technical research skills, but also shows how to apply research to improve the day-to-day practice of public relations. This clear and practical book should become a standard reference on the desk of every public relations professional and should be required reading in every introductory course in the field." - David Michaelson, President, Echo Research, Inc., New York, USA "Looking through the text, I can't think of any topics that the author overlooked. Everything is fresh and current, which is vital for today's students." - Marcia W. DiStaso, The Pennsylvania State University, USA "Since research methods are not always favorite topics among practitioners and students, understanding the critical role of research in best practices provides the necessary motivation to delve deep into the subject matter." - David M. Dozier, San Diego State University, USA "Many consider Stacks to be the world's leading expert on public relations research methodologies. The second edition of this superb book should be required reading for students and practitioners who want to help our field move away from the archaic, outputs-focused, one-way communication that is publicity and press-agentry, and toward strategic, outcomes-focused, two-way communication." - Donald K. Wright, Boston University, USA "One of the best public relations textbooks on the market. While social media has changed public relations, research fundamentals have stayed the same. Stacks takes difficult theoretical and statistical concepts and makes them easy to understand, engaging readers through current, practical, and relevant examples." - Tina McCorkindale, Appalachian State University, USA "While designed primarily for the classroom, where it will be welcomed by students and faculty alike. Dr. Stacks' book promises to be the reference of choice for legions of practitioners who studied history, political science or anthropology in college. Why? Because the author has stripped away the gobbledygook of academic research—to the extent that's possible—and created a user-friendly overview of the subject that most practitioners should be able to digest in a long weekend....The Primer of Public Relations Research should be a part of every practitioner's library." - Public Relations Quarterly (on the previous edition) "The book's excellent organization makes it easy to use as a reference. If you have a specific question, there is more than likely a section that addresses it in a concise manner." - The Measurement Standard (on the previous edition) "Stacks has created the central repository of essential knowledge about why and how to conduct research that every public relations professional needs. Grounded in the fundamentals of communications theory, the book not only covers technical research skills, but also shows how to apply research to improve the day-to-day practice of public relations. This clear and practical book should become a standard reference on the desk of every public relations professional and should be required reading in every introductory course in the field." - David Michaelson, President, Echo Research, Inc., New York, USA "Many consider Stacks to be the world's leading expert on public relations research methodologies. The second edition of this superb book should be required reading for students and practitioners who want to help our field move away from the archaic, outputs-focused, one-way communication that is publicity and press-agentry, and toward strategic, outcomes-focused, two-way communication." - Donald K. Wright, Boston University, USA