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Jugenheimer, Donald W.

Advertising and public relations research / Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley. - Second edition. - New York: Routledge, 2014. - viii, 367 pages : illustrations ; 24 cm

Includes index.

pt. 1. Introduction to advertising and public relations research
pt. 2. Secondary research in advertising and public relations
pt. 3. Primary research in advertising and public relations : qualitative research
pt. 4. Primary research in advertising and public relations : quantitative research
pt. 5. Primary research in advertising and public relations : other research methods
pt. 6. Advertising and public relations research data analysis
pt. 7. Practical aspects of advertising and public relations research

Designed to serve as a comprehensive, primary text for research methods courses in Advertising and/or Public Relations programs, this new edition of features several new chapters as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

ISBN: 9780765636065

Subjects--Topical Terms:
Advertising--Research.
Public relations--Research.

Dewey Class. No.: 659.072 / JUG