Part 1. An Introduction to Research in Public Relations. 1. Understanding Research: An Introduction with Public Relations Implications. 2. Management of Research in Public Relations. 3. Measuring Outcomes. 4. Descriptive Statistical Reasoning and Computer Analysis. 5. Ethical Concerns in Public Relations Research. Part 2. Research Methodology. 6. Qualitative Research Methodology: Content Analysis. 7. Qualitative Research Methodology: Historical and Secondary Methods. 8. Qualitative Research Methodology: Case Studies. 9. Qualitative Research Methodology: Methods of Observing People. 10. Quantitative Research Methodology: Sampling Messages and People. 11. Quantitative Research Methodology: Survey and Poll Methods. 12. Quantitative Research Methodology: Experimental Method. 13. Quantitative Statistics: Advanced Inferential Statistical Reasoning and Computer Analysis. Part 3. Obtaining and Reporting Public Relations Research. 14. Writing and Evaluating the Request for Research Proposal. 15. Writing and Presenting the Final Research Report. Appendix: Dictionary of Public Relations Measurement and Research.

"Stacks has created the central repository of essential knowledge about why and how to conduct research that every public relations professional needs. Grounded in the fundamentals of communications theory, the book not only covers technical research skills, but also shows how to apply research to improve the day-to-day practice of public relations. This clear and practical book should become a standard reference on the desk of every public relations professional and should be required reading in every introductory course in the field." - David Michaelson, President, Echo Research, Inc., New York, USA "Many consider Stacks to be the world's leading expert on public relations research methodologies. The second edition of this superb book should be required reading for students and practitioners who want to help our field move away from the archaic, outputs-focused, one-way communication that is publicity and press-agentry, and toward strategic, outcomes-focused, two-way communication." - Donald K. Wright, Boston University, USA