Chapter 5 – Research

The Importance Of Research

  • It is the basic ground work of any public relations program.
  • It involes the gathering and interpretation of info.

Secondary Research

  • Often begins by doing archival research, which reviews the organization’s data on sales, profile of customers, and so on.
  • It also includes information from the library and the internet.

Qualitative Research

  • Used to gain insights into how individuals behave, think, and make decisions.
  • Also used to ascertain whether key messages were communicated by the media.

Quantitative Research

  • Uses scientific rigor and proper sampling procedures so that info can be representative of the general population.
  • Random sampling allows everyone in the target audience the chance to be in the sample.

~ by BHUG on March 29, 2009.

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