Chapter 5 Research

  • The first essential step to the process of public relations is research.
  • Research consists of gathering and interpreting information.
  • The three approaches to researching are (1) secondary research, (2) qualitative research, and (3) quantitative research based on scientific sampling.
  • Secondary research can come from library and online databases, the internet or through archival research.
  • Qualitative research can come from interviews, focus groups copy testing, and a few other ways.
  • Quantitative research can be generated from random sampling and polling.

Notes and reading are from the textbook  Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.


~ by atle1 on March 30, 2009.

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