Public Relations Research: The Basics

Public Relations Research

Copyright © Allyn and Bacon 2009 C H A P T E R 5 Research Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon. Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon. Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.

“ It ain't so much
the things we don't know that get us in trouble.
It's the things we know that ain't so.“ Artemus Ward ~ American Writer

What We’ll Discuss Today
Importance of research
Primary & Secondary research
Qualitative & quantitative research
Questionnaire construction
Copyright © Allyn and Bacon 2009

Questions About Research
What is the problem?
What kind of information is needed?
How will the results of the research be used?
What specific public (or publics) should be researched?

Questions About Research
Should the organization do the research in-house or hire an outside consultant?
How will the research data be analyzed, reported, or applied?
How soon will the results be needed?
How much will the research cost?

Two Types of Research
Primary
Secondary

Two Methods of Research
Qualitative
Quantitative

Barbara B. Nixon, Assistant Professor of Public Relations
Georgia Southern University
E-mail: [email_address]
Twitter: barbaranixon
Skype: barbara.b.nixon
Contact Me

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Public Relations Research: The Basics

by Barbara Nixon on Mar 04, 2009

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Public Relations Research: The Basics — Presentation Transcript