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Unformatted text preview: Research Journey Roles & Means of Inquiry Ways of Knowing Personal experience o Stuff you have done over and over again, you know the outcome o Because of personal experience, you know how situations play out Intuition o You think it will happen a certain way deep down inside, its never been tested and youre not sure o You can then create knowledge for others after you do it Authority o Someone very important told you that something is true and you believe it and think it to be the truth Appeal to tradition, custom, faith o Beliefs Magic, superstition o Less used There are things out there that people think about but dont know Research Defined Definition of research: Controlled, objective, systematic (scientific) gathering of information to describe and understand the situation to help PR professionals understand the situation/problem/opportunity, plan strategies, implement and assess programs and campaigns Dont just rely on what you think to be true or to rely on prior experience but keep testing the theory...
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- Fall '09