Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.
Table of Contents
Part 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 Part II: Secondary Research in Advertising and Public Relations 5. Introduction to Secondary Research 6. Syndicated Research 7. Online Resources 8. Other Useful Resources Part 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 Part 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 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 Part V: Primary Research in Advertising and Public Relations: Other Research Methods 28. Historical and Legal Research and Critical Analysis Part VI: Advertising and Public Relations Research Data Analysis 29. Handling Data 30. Scaling Techniques 31. Mapping Techniques 32. Statistics 33. Statistical Analytic Tools Part 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
Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.
Larry D. Kelley is a Professor of Advertising at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.
Jerry Hudson is Professor of Advertising at Texas Tech University, USA. He teaches advertising, electronic media, research methods, and data analysis, and he has published in Health Marketing Quarterly, Journalism Educator, Journalism Quarterly, Social Science Journal and Southwestern Mass Communications Journal.
Samuel D. Bradley is Visiting Associate Professor at the University of South Florida, USA. His research has been published in the Journal of Advertising, Media Psychology, Psychology & Marketing, Journal of Consumer Psychology, and Human Communication Research, among others.
Please visit our companion website for additional support materials.