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.
9780765636065
Advertising--Research. Public relations--Research.