Using research in public relations : applications to program management / Glen M Broom, David M Dozier.

By:

Broom, Glen M

Contributor(s):

Dozier, David M

Material type:

TextPublication details: Englewood cliffs, NJ : Prentice Hall, c1990.Description: xviii, 414 p. : ill. ; 24 cmISBN:

0139391665

Subject(s):

Public relations -- Research -- Methodology

DDC classification:

659.2072 22 BRO

Item type:

Books-General

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Holdings
Current library	Call number	Status	Notes	Barcode
Archives Centre	659.2072 BRO (Browse shelf(Opens below))	Withdrawn Item	Resource for Academic reference, Research and Development	2000-170

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

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