Chapter 5 – Research

1. Qualitative Research gains insights into attitudes and perceptions by testing and assessing a messages effectiveness by using content analysis, focus groups, copy testing and observation of individual or group behavior (ethnographic techniques.)

2.  Quantitative Research uses a scientific approach to gain insights, including Random Sampling and Sample Size.  The format used might be surveys, questionnaires. or interviews.

I found Omnibus surveys to be an interesting tool–interested organizations go together to buy one or two questions each, to conduct a national survey by using Harris or Gallup polls.

3.  Secondary Research – researches the client’s own files and data to get background information and perform a study to discover past areas of success, customer profile and geographical analysis.  Online databases and Google searches might also be employed.

*all information taken from Public Relations Strategies and Tactics, 9th edition.

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