Instructor Manual with Test Bank — Advertising and Public Relations Research, 2nd Edition (Jugenheimer, Kelley, Hudson & Bradley, 2014) | All Chapters 1–37 Covered

STUVIA?_APPROVED??

, STUVIA?_APPROVED??
INSTRUCTOR MANUAL WITH TEST BANK | ADVERTISING AND PUBLIC RELATIO 2nd Edition



Instructor Manual with Test Bank: Advertising and Public
Relations Research
2nd Edition • Donald Jugenheimer • Larry Kelley • Jerry Hudson • Samuel Bradley




Part I: Introduction to Advertising and Public Relations Research


1
Needs for Research in Advertising and Public Relations


2
Some Research Definitions


3
Planning and Using Research


4
Designing Research



Part II: Secondary Research in Advertising and Public Relations


5
Introduction to Secondary Research


6
Syndicated Research


7
Online Resources


8
Other Useful Resources



Part III: Primary Research in Advertising and Public Relations: Qualitative
Research


9
Uses of Qualitative Research


10
Focus Groups


11
Content Analysis




Table of Contents — 1

, STUVIA?_APPROVED??
INSTRUCTOR MANUAL WITH TEST BANK | ADVERTISING AND PUBLIC RELATIO 2nd Edition




12
In-depth Interviews


13
Other Qualitative Methods


14
How Qualitative Research Can Enhance Quantitative Research


15
Handling Qualitative Findings



Part IV: Primary Research in Advertising and Public Relations: Quantitative
Research


16
Empirical Research: Survey Research


17
Sampling


18
Measuring Instruments


19
Question Wording


20
Interviewer Training


21
Obtaining Accurate Responses


22
Data Tabulation


23
Applications of Quantitative Research


24
Experimental Research


25
Experimental Approaches


26
Quasi-Experimental Research


27
Experimental Applications in Advertising and Public Relations




Table of Contents — 2

, STUVIA?_APPROVED??
INSTRUCTOR MANUAL WITH TEST BANK | ADVERTISING AND PUBLIC RELATIO 2nd Edition




Part V: Primary Research in Advertising and Public Relations: Other
Research Methods


28
Historical and Legal Research and Critical Analysis



Part VI: Advertising and Public Relations Research Data Analysis


29
Handling Data


30
Scaling Techniques


31
Mapping Techniques


32
Statistics


33
Statistical Analytic Tools



Part VII: Practical Aspects of Advertising and Public Relations Research


34
Who Should Conduct Research?


35
Applying Research to Advertising and Public Relations Situations


36
The Research Report


37
Ethics in Research




Table of Contents — 3