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A professional and practitioner's guide to public relations research, measurement, and evaluation / (Record no. 271688)

000 -LEADER
fixed length control field 05022nam a2200805 i 4500
001 - CONTROL NUMBER
control field EBC1685396
003 - CONTROL NUMBER IDENTIFIER
control field MiAaPQ
007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION
fixed length control field cr cnu||||||||
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 140525s2014 nyu foab 001 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
Cancelled/invalid ISBN 9781606499849
Qualifying information paperback
International Standard Book Number 9781606499856
Qualifying information e-book
035 ## - SYSTEM CONTROL NUMBER
System control number (OCoLC)880626294
System control number (CaBNVSL)swl00403406
System control number (MiAaPQ)EBC1685396
System control number (Au-PeEL)EBL1685396
System control number (CaPaEBR)ebr10873421
System control number (CaONFJC)MIL604985
System control number (OCoLC)880626294
040 ## - CATALOGING SOURCE
Original cataloging agency MiAaPQ
Language of cataloging eng
Description conventions rda
-- pn
Transcribing agency MiAaPQ
Modifying agency MiAaPQ
050 #4 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HM1221
Item number .M536 2014
082 0# - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 659.2
Edition number 23
100 1# - MAIN ENTRY--PERSONAL NAME
Personal name Michaelson, David.,
Relator term author.
245 12 - TITLE STATEMENT
Title A professional and practitioner's guide to public relations research, measurement, and evaluation /
Statement of responsibility, etc David Michaelson and Don W. Stacks.
250 ## - EDITION STATEMENT
Edition statement Second edition.
264 #1 -
-- New York, New York (222 East 46th Street, New York, NY 10017) :
-- Business Expert Press,
-- 2014.
300 ## - PHYSICAL DESCRIPTION
Extent 1 online resource (xii, 271 pages)
336 ## -
-- text
-- rdacontent
337 ## -
-- computer
-- rdamedia
338 ## -
-- online resource
-- rdacarrier
490 1# - SERIES STATEMENT
Series statement Public relations collection,
International Standard Serial Number 2157-3476
500 ## - GENERAL NOTE
General note Part of: 2014 digital library.
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references (pages 259-264) and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Part I. Introduction to public relations research, measurement, and evaluation -- 1. Introduction to research and evaluations in public relations -- 2. The move toward standardization -- 3. The business of public relations -- 4. Measuring public relations outcomes -- Part II. Qualitative methods for effective public relations research, measurement, and evaluation -- 5. Secondary research -- 6. Qualitative research methodologies -- 7. Content analysis -- Part III. Quantitative methods for effective public relations research, measurement, and evaluation -- 8. Survey methodology -- 9. Statistical reasoning -- 10. Sampling -- Part IV. Wrapping up -- 11. The application of standards and best practices in research and evaluation for public relations -- Appendix. Dictionary of public relations measurement and research -- References -- Index.
506 ## - RESTRICTIONS ON ACCESS NOTE
Terms governing access Access restricted to authorized users and institutions.
520 3# - SUMMARY, ETC.
Summary, etc Contemporary public relations practice has developed over the last several decades from the weak third sister in marketing, advertising, and public relations mix to a full player. To help you keep up to speed with the exciting changes and developments of publications, this book will provide you with the necessary understanding of the problems and promises of public relations research, measurement, and evaluation. As a public relations professional, this book will act as a guide to effective use of methods, measures, and evaluation in providing grounded evidence of the success (or failure) of public relations campaigns. This outstanding contribution takes a best practices approach--one that focuses on taking the appropriate method and rigorously applying that method to collect the data that best answers the objectives of the research. It also presents an approach to public relations that focuses on establishing the profession's impact on the client's return on investment in the public relations function, whether that function be aimed at internal or external audiences using standardized measures. By the end of the book, you will understand why and how research is conducted and will be able to apply best practice standards to any research done by supply-side vendors or internal research departments.
588 ## -
-- Title from PDF title page (viewed on May 25, 2014).
590 ## - LOCAL NOTE (RLIN)
Local note Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Public relations
General subdivision Evaluation.
Topical term or geographic name as entry element Public relations
General subdivision Research.
653 ## - INDEX TERM--UNCONTROLLED
Uncontrolled term public relations
Uncontrolled term nonfinancial indicators
Uncontrolled term media analysis
Uncontrolled term measurement
Uncontrolled term interviewing
Uncontrolled term goals and objectives
Uncontrolled term focus groups
Uncontrolled term experimentation
Uncontrolled term evaluation
Uncontrolled term content analysis
Uncontrolled term survey and poll research
Uncontrolled term statistical analysis
Uncontrolled term standardized measurement
Uncontrolled term secondary research
Uncontrolled term sampling
Uncontrolled term return on investment (ROI)
Uncontrolled term return on expectation (ROE)
Uncontrolled term research
Uncontrolled term research methods
Uncontrolled term qualitative research
Uncontrolled term quantitative research
655 #4 - INDEX TERM--GENRE/FORM
Genre/form data or focus term Electronic books.
700 1# - ADDED ENTRY--PERSONAL NAME
Personal name Stacks, Don W.,
Relator term author.
776 08 - ADDITIONAL PHYSICAL FORM ENTRY
Display text Print version:
International Standard Book Number 9781606499849
797 2# - LOCAL ADDED ENTRY--CORPORATE NAME (RLIN)
Corporate name or jurisdiction name as entry element ProQuest (Firm)
830 #0 - SERIES ADDED ENTRY--UNIFORM TITLE
Uniform title 2014 digital library.
Uniform title Public relations collection.
-- 2157-3476
856 40 - ELECTRONIC LOCATION AND ACCESS
Uniform Resource Identifier https://ebookcentral.proquest.com/lib/kliuc-ebooks/detail.action?docID=1685396
Public note Click to View
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme
Koha item type E-book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Permanent Location Current Location Date acquired Source of acquisition Date last seen Copy number Uniform Resource Identifier Price effective from Koha item type
            IUKL Library IUKL Library 2018-07-02 Access Dunia 2018-07-02 1 https://ebookcentral.proquest.com/lib/kliuc-ebooks/detail.action?docID=1685396 2018-07-02 E-book
The Library's homepage is at http://library.iukl.edu.my/.