Coverart for item
The Resource Advertising and public relations research, Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley

Advertising and public relations research, Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley

Label
Advertising and public relations research
Title
Advertising and public relations research
Statement of responsibility
Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley
Creator
Contributor
Author
Subject
Language
eng
Has edition
Cataloging source
DLC
http://library.link/vocab/creatorName
Jugenheimer, Donald W
Dewey number
659.072
Illustrations
illustrations
Index
index present
LC call number
HF5814
LC item number
.J77 2014
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1955-
http://library.link/vocab/relatedWorkOrContributorName
  • Kelley, Larry D.
  • Hudson, Jerry
  • Bradley, Samuel D.
http://library.link/vocab/subjectName
  • Advertising
  • Public relations
  • Advertising
  • Public relations
Label
Advertising and public relations research, Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier.
Content category
text
Content type code
txt
Content type MARC source
rdacontent.
Contents
  • Machine generated contents note: pt. I Introduction to Advertising and Public Relations Research -- 1.Needs for Research in Advertising and Public Relations -- 2.Some Research Definitions -- 3.Planning and Using Research -- 4.Designing Research -- pt. II Secondary Research in Advertising and Public Relations -- 5.Introduction to Secondary Research -- 6.Syndicated Research -- 7.Online Resources -- 8.Other Useful Resources -- pt. III Primary Research in Advertising and Public Relations: Qualitative Research -- 9.Uses of Qualitative Research -- 10.Focus Groups -- 11.Content Analysis -- 12.In-depth Interviews -- 13.Other Qualitative Methods -- 14.How Qualitative Research Can Enhance Quantitative Research -- 15.Handling Qualitative Findings -- pt. IV Primary Research in Advertising and Public Relations: Quantitative Research -- 16.Empirical Research: Survey Research -- 17.Sampling -- 18.Measuring Instruments -- 19.Question Wording -- 20.Interviewer Training --
  • Contents note continued: 21.Obtaining Accurate Responses -- 22.Data Tabulation -- 23.Applications of Quantitative Research -- 24.Experimental Research -- 25.Experimental Approaches -- 26.Quasi-Experimental Research -- 27.Experimental Applications in Advertising and Public Relations -- pt. V Primary Research in Advertising and Public Relations: Other Research Methods -- 28.Historical and Legal Research and Critical Analysis -- pt. VI Advertising and Public Relations Research Data Analysis -- 29.Handling Data -- 30.Scaling Techniques -- 31.Mapping Techniques -- 32.Statistics -- 33.Statistical Analytic Tools -- pt. VII Practical Aspects of Advertising and Public Relations Research -- 34.Who Should Conduct Research? -- 35.Applying Research to Advertising and Public Relations Situations -- 36.The Research Report -- 37.Ethics in Research
Control code
843037540
Dimensions
24 cm.
Edition
Second edition.
Extent
viii, 367 pages
Isbn
9780765636065
Isbn Type
(pbk. : alk. paper)
Lccn
2013018764
Media category
unmediated
Media MARC source
rdamedia.
Media type code
n
System control number
(OCoLC)843037540
Label
Advertising and public relations research, Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier.
Content category
text
Content type code
txt
Content type MARC source
rdacontent.
Contents
  • Machine generated contents note: pt. I Introduction to Advertising and Public Relations Research -- 1.Needs for Research in Advertising and Public Relations -- 2.Some Research Definitions -- 3.Planning and Using Research -- 4.Designing Research -- pt. II Secondary Research in Advertising and Public Relations -- 5.Introduction to Secondary Research -- 6.Syndicated Research -- 7.Online Resources -- 8.Other Useful Resources -- pt. III Primary Research in Advertising and Public Relations: Qualitative Research -- 9.Uses of Qualitative Research -- 10.Focus Groups -- 11.Content Analysis -- 12.In-depth Interviews -- 13.Other Qualitative Methods -- 14.How Qualitative Research Can Enhance Quantitative Research -- 15.Handling Qualitative Findings -- pt. IV Primary Research in Advertising and Public Relations: Quantitative Research -- 16.Empirical Research: Survey Research -- 17.Sampling -- 18.Measuring Instruments -- 19.Question Wording -- 20.Interviewer Training --
  • Contents note continued: 21.Obtaining Accurate Responses -- 22.Data Tabulation -- 23.Applications of Quantitative Research -- 24.Experimental Research -- 25.Experimental Approaches -- 26.Quasi-Experimental Research -- 27.Experimental Applications in Advertising and Public Relations -- pt. V Primary Research in Advertising and Public Relations: Other Research Methods -- 28.Historical and Legal Research and Critical Analysis -- pt. VI Advertising and Public Relations Research Data Analysis -- 29.Handling Data -- 30.Scaling Techniques -- 31.Mapping Techniques -- 32.Statistics -- 33.Statistical Analytic Tools -- pt. VII Practical Aspects of Advertising and Public Relations Research -- 34.Who Should Conduct Research? -- 35.Applying Research to Advertising and Public Relations Situations -- 36.The Research Report -- 37.Ethics in Research
Control code
843037540
Dimensions
24 cm.
Edition
Second edition.
Extent
viii, 367 pages
Isbn
9780765636065
Isbn Type
(pbk. : alk. paper)
Lccn
2013018764
Media category
unmediated
Media MARC source
rdamedia.
Media type code
n
System control number
(OCoLC)843037540

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