Advertising and Public Relations Research / Edition 2

by Donald W. Jugenheimer

Overview

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.

Product Details

ISBN-13:	2900765636064
Publication date:	02/28/2014
Pages:	376
Product dimensions:	7.50(w) x 9.20(h) x 0.90(d)

About the Author

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

Larry D. Kelley is a Professor of Advertising at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Jerry Hudson is Professor of Advertising at Texas Tech University, USA. He teaches advertising, electronic media, research methods, and data analysis, and he has published in Health Marketing Quarterly, Journalism Educator, Journalism Quarterly, Social Science Journal and Southwestern Mass Communications Journal.

Samuel D. Bradley's research has been published in the Journal of Advertising, Media Psychology, Psychology & Marketing, Journal of Consumer Psychology, and Human Communication Research, among others.

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