Advertising and Public Relations Research is designed to serve as a comprehensive, primary text for research methods courses in Advertising and/or Public Relations programs. To fit the purpose of most undergraduate and masters' level courses, the book concentrates on the uses and applications of research in advertising and public relations situations. Although the design and conduct of research is covered in ample detail, the primary goal of the book is not to make researchers of the readers themselves. Instead, the authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations. Advertising and Public Relations Research has been carefully crafted to enhance learning and comprehension. Each chapter begins with a bullet-point list of learning objectives. The text material (supplemented by plentiful exhibits) features the authors' clear, readable writing and applied orientation. Chapters conclude with a brief summary, discussion questions to help expand and test students' comprehension, suggested research exercises, and sources for additional information. The new edition of Advertising and Public Relations Research features several new chapters as well as deeper content in existing areas based on feedback from students, instructors and practitioners. New coverage includes:New, separate chapter devoted to focus groupsNew, separate chapter on in-depth interviewsNew chapter on content analysisGreatly expanded chapters covering all forms of qualitative researchUpdated examples and case studies throughout the bookThis edition also features a first-ever Instructor's Manual, which includes a detailed chapter guide, PowerPoint slides, and sample test questions for each chapter.