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.

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 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 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