To help you keep up to speed with the excitingchanges and developments of publications, measurement, this book hasbeen updated to provide you with the necessary understandingof the problems and promises of public relationsresearch, and evaluation. As a public relations professional, measures, this book will guideyou through the effective use of methods, andevaluation in providing grounded evidence of the successor failure of public relations campaigns.
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Covers the latest content analysis software. Instructors requesting a desk copy also receive a supplemental Instructor's Manual with a test bank, suggested readings, and case studies. New to this edition: *chapter on standardization, moving beyond the prior edition's focus on best practices. End-of-chapter practice problems guide readers to implement what they have learned in a PR project.
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Stacks presents step-by-step guidelines for using a wide range of qualitative and quantitative methods to track output, outtakes, and outcomes, and shows how to present research findings clearly to clients. Addresses the strategic use of key performance indicators.
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Booth, Gregory G. Bizup and fitzgerald provide fresh examples and standardized terminology to clarify concepts like argument, warrant, and problem. Following the same guiding principle as earlier editions—that the skills of doing and reporting research are not just for elite students but for everyone—this new edition retains the accessible voice and direct approach that have made The Craft of Research a leader in the field of research reference.
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It retains the original five-part structure, as well as the sound advice of earlier editions, but reflects the way research and writing are taught and practiced today.