Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
139940 | Public Relations Review | 2006 | 5 Pages |
Abstract
The purpose of this study is to quantify 86 contingent variables and modify the construct of the contingency theory. A nationwide survey among public relations practitioners first enabled quantitative analysis of the 86 contingent variables affecting public relations practice, divided into 12 factors on two dimensions. This test gave parsimony to the matrix of 86 contingent variables initially offered in the matrix, provided validity to the contingency theory, and suggested its theoretical evolution measured against Occam's Razor, which holds that the simplest explanation is generally the most precise and thus the best approach to follow in building theories.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Jae-Hwa Shin, Glen T. Cameron, Fritz Cropp,