Includes bibliographical references and index.

An introduction to research in public relations. Research -- Management of research in public relations -- Ethical concerns in public relations research. Informal research methodology. Historical and secondary research methods -- Case studies -- Informal methods of observing people -- Content analysis. Formal research methodology. Measurement in public relations -- Sampling messages and people -- Survey and poll methods -- Experimental method -- Descriptive statistical reasoning and computer analysis -- Inferential statistical reasoning and computer analysis. Obtaining and reporting public relations research. Writing and evaluating the request for research proposal -- Writing and presenting the final research report.