Chapter 5: Research

April 27, 2009 at 10:56 pm (chapter summaries) ()

       Chapter 5 http://www.pearsonhighered.com/educator/academic/product/0,3110,0205626130,00.html discusses public relations research. Research is a large part of the planning, program development, and evaluation process of PR work.  Research is gathered many different ways. A survey is a simple way to gather useful information. There are three different types of research; secondary, quantitative and qualitative. Secondary research is broader and uses a variety of techniques to conduct research. Qualitative research is useful for decipheringattitudes, and message effects. It entails content analysis, interviews, focus groups, copy testing, and ethnographic techniques. Qualitative research is the type of research used the most for public relations purposes. Quantitative research is helpful in that it allows people within the pr firms to have insight which can help them formulate effective programs.  These three different research techniques allow public relations firms to operate and overall produce a better performance.

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