Chapter 5: Research

Chapter 5 discusses the importance of research in Public Relations and discusses all the different types of research: secondary,qualitative, and quantitative.  Secondary research many times “begins with doing archival research, which reviews the organizations data on sales, profiule customers, and so on” (Public Relations: Strategies and Tactics 148).  Qualitative Research deals with the following techniques: content analysis, interviews, focus groups, copy testing, and ethnographic observation and role playing.  Quantitative Research deals with sampling procedures so information can be representative of the general population.


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