Table of Contents

Pt I Introduction: research in public relations
1. The role of research in public relations
2. Using research to plan programs
3. Using research to monitor programs
4. Using research to evaluate programs

Pt II Methods: gathering information
5. Designing the research
6. Sampling the populations
7. Making the observations
8. Taking the measurements

Part III Methods: Analysing data
9. Compiling and organizing data
10. Describing the findings
11. Testing relationships
12. Testing for causation and change

Part IV Applications: Using research results
13. Interpreting and reporting the findings
14. Using the findings for organization change.

Includes index