Posted by: emilywil | March 9, 2009

Chapter 5: Research

The first step of the public relations process is research. 

Important Questions to ask before making a research design:

  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. Should the organization do the reseach in house or hire an outside consultant?
  6. How will the research data be analyzed, reported, or applied?
  7. How soon will the results be needed?
  8. How much will the research cost?

Secondary Research: such as archival research, library and online databases, the Internet and world wide web. 

Qualitative Research:

  1. Content Analysis
  2. Interviews
  3. Focus Groups
  4. Copy Testing
  5. Ethnographic Techniques

Quantitative Research:  Random samples, and sample size

Questionnaire Construction:

  1. C arefully Consider Wording
  2. Avoid Loaded Questions
  3. Consider Timing and Context
  4. Avoid the Politically Correct Answer
  5. Give a Range of Possible Answers

How To Reach Respondents:

  1. Mail Questionnaires
  2. Telephone Surveys
  3. Personal Interviews
  4. Omnibus Surveys
  5. Web and E-Mail Surveys


* All information comes from Public Relations: Strategies and Tactics: Ninth Ed.  By: Dennis L. Wilcox and Glen T. Cameron


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