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Slides to accompany a discussion I led in my Intro to Public Relations course at Georgia Southern University.
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Public Relations Research
Copyright © Allyn and Bacon 2009
CHAPTER5Research
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.
In the News . . .
Copyright © Allyn and Bacon 2009
“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 researchPrimary & Secondary researchQualitative & quantitative
researchQuestionnaire construction
Copyright © Allyn and Bacon 2009
Public Relations as Process: R.A.C.E.
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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?
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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?Copyright © Allyn and Bacon 2009
How do PR people use research?
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http://www.flickr.com/photos/doberagi/1404539812/
Two Types of Research•Primary•Secondary
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Two Methods of Research•Qualitative •Quantitative
Copyright © Allyn and Bacon 2009
Copyright © Allyn and Bacon 2009
Questionnaire Construction
Copyright © Allyn and Bacon 2009
Barbara B. Nixon, Assistant Professor of Public RelationsGeorgia Southern University
E-mail: [email protected]: barbaranixonSkype: barbara.b.nixon
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