A professional and practitioner's guide to public relations research, measurement, and evaluation / (Record no. 75341)
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| 000 -LEADER | |
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| fixed length control field | 04882cam a2200781 i 4500 |
| 001 - CONTROL NUMBER | |
| control field | vtls000078777 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | MTX |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS | |
| fixed length control field | m eo d |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr cn |||m|||a |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160715s2014 nyu foab 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| Canceled/invalid ISBN | 9781606499849 |
| Qualifying information | paperback |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781606499856 |
| Qualifying information | e-book |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (OCoLC)880626294 |
| 035 ## - SYSTEM CONTROL NUMBER | |
| System control number | (CaBNVSL)swl00403406 |
| 039 #9 - LEVEL OF BIBLIOGRAPHIC CONTROL AND CODING DETAIL [OBSOLETE] | |
| Level of rules in bibliographic description | 201607151122 |
| Level of effort used to assign nonsubject heading access points | staff |
| -- | 201605041219 |
| -- | admin |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | CaBNVSL |
| Language of cataloging | eng |
| Description conventions | rda |
| Transcribing agency | CaBNVSL |
| Modifying agency | CaBNVSL |
| 050 #4 - LIBRARY OF CONGRESS CALL NUMBER | |
| Classification number | HM1221 |
| Item number | .M536 2014 |
| 082 04 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 659.2 |
| Edition number | 23 |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | Ebook |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Michaelson, David., |
| Relator term | author. |
| 9 (RLIN) | 114515 |
| 245 12 - TITLE STATEMENT | |
| Title | A professional and practitioner's guide to public relations research, measurement, and evaluation / |
| Statement of responsibility, etc. | David Michaelson and Don W. Stacks. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Second edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | New York, New York (222 East 46th Street, New York, NY 10017) : |
| Name of producer, publisher, distributor, manufacturer | Business Expert Press, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2014. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 1 online resource (xii, 271 pages) |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | computer |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | online resource |
| Source | rdacarrier |
| 490 1# - SERIES STATEMENT | |
| Series statement | Public relations collection, |
| International Standard Serial Number | 2157-3476 |
| 500 ## - GENERAL NOTE | |
| General note | Part of: 2014 digital library. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references (pages 259-264) and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index. |
| 506 ## - RESTRICTIONS ON ACCESS NOTE | |
| Terms governing access | Access restricted to authorized users and institutions. |
| 520 3# - SUMMARY, ETC. | |
| Summary, etc. | Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book will provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This outstanding contribution takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments. |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | Also available in print. |
| 538 ## - SYSTEM DETAILS NOTE | |
| System details note | System requirements: Adobe Acrobat reader. |
| 538 ## - SYSTEM DETAILS NOTE | |
| System details note | Mode of access: World Wide Web. |
| 588 ## - SOURCE OF DESCRIPTION NOTE | |
| Source of description note | Title from PDF title page (viewed on May 25, 2014). |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Public relations |
| General subdivision | Evaluation. |
| 9 (RLIN) | 114516 |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Public relations |
| General subdivision | Research. |
| 9 (RLIN) | 99820 |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Public relations |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | nonfinancial indicators |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | media analysis |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | measurement |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | interviewing |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | goals and objectives |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | focus groups |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | experimentation |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | evaluation |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | content analysis |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | survey and poll research |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | statistical analysis |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | standardized measurement |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | secondary research |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | sampling |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | return on investment (ROI) |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | return on expectation (ROE) |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | research |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | research methods |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | qualitative research |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | quantitative research |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Stacks, Don W., |
| Relator term | author. |
| 9 (RLIN) | 114517 |
| 776 08 - ADDITIONAL PHYSICAL FORM ENTRY | |
| Relationship information | Print version: |
| International Standard Book Number | 9781606499849 |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| Uniform title | 2014 digital library. |
| 9 (RLIN) | 114507 |
| 830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE | |
| Uniform title | Public relations collection. |
| International Standard Serial Number | 2157-3476 |
| 9 (RLIN) | 114511 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="http://portal.igpublish.com/iglibrary/search/BEPB0000260.html">http://portal.igpublish.com/iglibrary/search/BEPB0000260.html</a> |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | eBook |
No items available.
