000			01494cam a2200229 i 4500
020			_a9780765636065
082	0	0	_a659.072 _bJUG
100	1		_aJugenheimer, Donald W.
245	1	0	_aAdvertising and public relations research / _cDonald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, Samuel D. Bradley.
250			_aSecond edition.
260			_aNew York: _bRoutledge, _c2014.
300			_aviii, 367 pages : _billustrations ; _c24 cm
500			_aIncludes index.
505			_apt. 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
520			_aDesigned 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.
650		0	_aAdvertising _xResearch.
650		0	_aPublic relations _xResearch.
700			_aKelley, Larry D
700			_aHudson, Jerry
700			_aBradley, Samuel D
942			_2ddc _cBK
999			_c23839 _d23839