Chapter 5- Research Notes


Research is a vital part of PR. Many of the more frequent issues that arise when doing research are finding the issue, what the result of the issue may be, and finding specific information regarding the issue.

research is used for
– establishing credibility

-crisis prevention

-finding the correct audiences

-maintaining accuracy

-Mail questionaires – great for varying opinion but low response rate.
-telephone surveys- sometimes effective but time consuming and difficult to find willing participants.
-personal interviews- most expensive form of surveying, less effective for time, more effective for direct information
-web and email surveys- newest way-quick response time


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