Chapter 5

Chapter 5 introduces us to the world of PR Research. In the most basic of ways, research is a way of listening and then acting accordingly. Before formulating a research design it is important to answer the following:

  • What is the problem?
  • What kind of information is needed?
  • How will the results of the research be used?
  • What specific public(s) should be researched?
  • How will the research data be analyzed, reported, or applied?
  • How soon will the results be needed?
  • How much will the research cost?

The chapter then goes into the different types of research

  1. secondary
  2. quantitative
  3. qualitative

And the do’s and don’ts of the process. After reading this chapter you get a firm understanding of how important adequate research is to any PR program and you begin to understand just how much work goes into being effective in this field.

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