1. Chapter 5 Part 1 Research Decisions and Data Collection

3. Relied on binders filled with media “clippings” showing success

4. Has become obsolete

6. need for concrete validation of public relation programs and their effectiveness

7. “Era of greater accountability”

11. To provide initial “benchmarks” to compare with “post-campaign” research

12. Gain credibility, provide concrete evidence to managers

13. To keep in touch with competition

14. Also used to generate publicity for the client

18. Examples: focus groups, surveys performed with convenience sampling – when those surveyed are based solely on availability