Data-driven public relations research: 21st century practices and applications / Jim Eggensperger, Natalie Redcross.
Material type: TextPublication details: New York: Routledge, 2019Description: 204 p. PBISBN: 9781138717077 (pbk.)Subject(s): Public relations | Quantitative researchDDC classification: 659.2072Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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General Books | Central Library, Sikkim University | 659.2072 EGG/D (Browse shelf(Opens below)) | Available | 47462 |
Perspective on public relations research -- Truth and the researcher's attitude -- Starting to apply statistics -- Quantitative analysis : part 1 -- Guest author chapter: Defining the problem -- Quantitative analysis : Part 2 -- Qualitative/categorical analysis -- Part 1 -- Qualitative/categorical analysis -- Part 2 -- Online and social media measurements -- Ethics in research -- Presenting research results -- Managing PR research -- Data-driven media relations -- Data-driven PR for nonprofit organizations -- Looking ahead in PR research -- Broadcast research -- Advertising research -- Appendix A Barcelona principles.
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