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Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the u

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the u

As competition between companies increases, the need for effective public relations and advertising campaigns becomes imperative to the success of the business.

Thousands of public relations (PR) students and professionals have relied on this authoritative text to understand the key role of research in planning and eval

The practice and study of public relations has grown significantly within Europe over the past decade, yet as a discipline, it remains a relatively unexplored f