PART I. AN INTRODUCTION TO RESEARCH IN PUBLIC RELATIONS
1 Understanding Research: An Introduction with Public Relations Implications, 3
2 Management of Research in Public Relations, 17
3 Ethical Concerns in Public Relations Research, 40
PART II: NECESSARY CONSIDERATIONS FOR QUANTIFICATION, 53
4 Measuring Outcomes, 55
5 Data and Data Sets 80
6 Descriptive Statistical Reasoning and Computer Analysis 96
7 Ethical Concerns in Public Relations Research 125
PART III. RESEARCH METHODOLOGY, 139
8 Qualitative Research Methodology: Content Analysis 143
9 Qualitative Research Methodology,162
10 Qualitative Research Methodology: Case Studies 179
11 Qualitative Research Methodology: 1Methods of Observing People, 193
12 Quantitative Research Methodology: Sampling Messages and People, 220
13 Quantitative Research Methodology: Survey and Poll Methods, 245
14 Quantitative Research Methodology: The Experimental Method, 269
15 Quantitative Statistics: Advanced Inferential: Statistical Reasoning and Computer Analysis, 286
PART IV. OBTAINING AND REPORTING PUBLIC RELATIONS RESEARCH, 313
16 Putting It All Together 315
APPENDIX Dictionary of Public Relations Measurement and Research: Third Edition, 341