TY  - BOOK
AU  - Jugenheimer,Donald W.
AU  - Kelley, Larry D
AU  - Hudson, Jerry
AU  - Bradley, Samuel D
TI  - Advertising and public relations research
SN  - 9780765636065
U1  - 659.072 
PY  - 2014///
CY  - New York
PB  - Routledge
KW  - Advertising
KW  - Research
KW  - Public relations
N1  - 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
N2  - 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
ER  -