Primer of Public Relations Research

by Don W. Stacks

This practical, comprehensive work is widely regarded as the standard course text and practitioner reference on public relations research. Don W. Stacks explains the key role of research in all aspects of contemporary PR practice, from planning a program or campaign to making strategic changes and measuring outcomes. Step-by-step guidelines and tools are provided for using a wide range of qualitative and quantitative methods to accomplish essential research objectives. The book clearly explains technical aspects of data collection and analysis for readers new to measurement and statistics. Every chapter features review questions and a detailed practice problem. A test bank, suggested readings, case studies, and PowerPoint slides are available to instructors using the book in their courses; see the preface for details.

Genres: Nonfiction

367 pages, Hardcover

Published July 13, 2010

Reviews

[Adrienne Elizabeth]

A textbook textbook.

[Rebecca S]

Required reading for a graduate class. Difficult to get through at times as a first year but offered many examples and tangents for deeper thinking.

[Jessica (JT)]

A good basic book, but it was very dry and repetitive. The chapters I read were unhelpful so I never pulled it out when I was doing my actual research besides for a graphic that my professor refereed to. I tried to go off of it but ended up just doing it my own way.

[Jessica]

Although it's a good resource for those who want to understand the basics of public relations research, it's a bit repetitive at times.