The second change deals with proving the value of public relations in terms of how investment in the public relations function is returned by business or the roi of public relations business being the organization the public relations function works in and the client based investment in public relations programs chapter 2 has been expanded to cover this roi both theoretically and . The second edition takes an excellent practical introduction to public relations research and improves on it by incorporating recent trends and practical examples to help students and practitioners understand the complexities of the field marcia w distaso phd college of communications the pennsylvania state university. Primer of public relations research second edition don w stacks limited preview 2010 common terms and phrases actually answer asked attitude balanced scorecard behavior best practices campaign or program chapter chi square client coding coefficient communication conduct content analysis continuum correlation crosstabs defined dependent variable descriptive statistics disagree discussion . Primer of public relations research second edition don w stacks the guilford press new york london contents preface to the second edition preface to the first edition v ix part i an introduction to research in public relations chapter i understanding research an introduction with public relations implications why conduct public relations research 6 what is research 8 use of research . Primer of public relations research second edition by don w stacks hardcover details united states isbn 978 1 59385 595 6 isbn 10 1 59385 595 8 the guilford press 2010 see also 2016 hardcover primer of public relations research third edition 2002 hardcover primer of public relations research