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June 8, 2010 / Briana Patrick

Ch. 5: Research

CHAPTER 5: Research

Throughout this chapter we talk about the many ways research is used and what it involves. Research is the basic groundwork of any public relations program.

Before formulation a research design questions must be asked;

  1. What is the problem?
  2. What kind of information is needed?
  3. How will the results of the research be used?
  4. What specific public (or publics) should be researched?
  5. How will the research data be analyzed, reported, or applied?
  6. How soon will the results be needed?
  7. How much will the research cost?

Secondary Research

  • Archival Research: inventory and organizational
  • Library and Online Database: reference books, academic journals, and trade publications
  • Internet and World Wide Web: online search engines

Qualitative Research

  • Content Analysis: systematic and objective counting or categorizing of information
  • Interviews: intercept interview, convenience polls, and purposive interviewing
  • Focus Groups: identifies attitudes and motivations of important publics
  • Copy Testing
  • Ethnographical Techniques

Book used: Public Relations Strategies and Tactics


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