• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Sampling
Sampling

Given the practical limitations of any research project, time and money being the most obvious, it is not usually possible to investigate every instance of the issue under study – the population. The population could be all the citizens in a particular country, or all the PR professionals working in healthcare, or all newspaper articles concerning an election.

Researchers will therefore try carefully to construct a sample of the population to investigate. The basic principle is that this sample will be representative of the whole, and therefore any results gained from an investigation of this sample are likely to be generalisable to the entire population. That is to say, if a high proportion of healthcare PR professionals answered a survey in a certain way, the ...

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