Public Relations – Strategies and Tactics 9th Edition

Wilcox and Cameron-

Chapter 5 Research

Chapter five is titled research. The chapter teaches students the importance of PR research and how it is the basic fundamental key to all PR programs. Without PR research a professional will not succeed. Gathering information about the task at hand is fundamental. 

Secondary Research-reviewing historical data about a firm, sales data, customer information

Qualitative Research-helps to learn about the behavior of firms individuals, their thoughts, decision making processes. Interviews are useful, focus groups, copy testing, and analysis of these content helps to have greater knowledge.

Quantitative Research-a more scientific research that requires accuracy and precision. Sample size helps determine the margin of error.

Respondents can be reached through mail, telephone, personal interviews, and surveys.