Repositorio Dspace

The accountability gap: The use of preliminary and evaluative research in Spain

The accountability gap: The use of preliminary and evaluative research in Spain
 
Matilla, Kathy ; Marca Francés, Guillem
2012

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Nombre: artconlli_a2012_marca_guillem_accountability_gap.pdf
Tamaño: 194.9Kb
Formato: PDF
Descripción: Només accés administradors
Enllaç permanent: http://hdl.handle.net/10854/2634
 
Versió de l'editor: https://doi.org/10.1016/j.pubrev.2012.06.010
 

Resumen

In a context where it is of increasing importance to optimize resources, to refine the definition of the environment and to demonstrate the return on investment (ROI), preliminary research and evaluation in PR have not evolved significantly in the past two decades. There are very few publications examining the Spanish case and ...»»»»
In a context where it is of increasing importance to optimize resources, to refine the definition of the environment and to demonstrate the return on investment (ROI), preliminary research and evaluation in PR have not evolved significantly in the past two decades. There are very few publications examining the Spanish case and the results of this study indicate that these practices are uncommon. There is a slight preference for research prior to the development of the campaign at the expense of evaluative research. Furthermore, there is a notable discrepancy between the results of the Spanish study and the published studies from other countries: perception audits (outtakes) and views (outcomes) are undertaken more frequently than publicity audits (outputs).^^^^

Tipo de documento:

Artículo

Indexación:

 
Indexat a SCOPUS
 
Indexat a WOS/JCR
 

Derechos:

(c) 2012 Elsevier. Published article is available at: http://dx.doi.org/10.1016/j.pubrev.2012.06.010

Citación Bibliográfica:

Matilla, K. & Marca, G. 2012, "The accountability gap: The use of preliminary and evaluative research in Spain", Public Relations Review, vol. 38, no. 5, pp. 825-830.