Research-PRM - RESEARCH Thecontrolled,objectiveandsystematic

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PUblic Relations  Management 1 RESEARCH The controlled, objective and systematic  gathering of information for the purpose  of describing and understanding.
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PUblic Relations  Management 2 Research Types Methods Uses
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PUblic Relations  Management 3 Types of Research Formal (Primary) Informal (Secondary)
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PUblic Relations  Management 4 Methods of Research Quantitative Qualitative
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PUblic Relations  Management 5 Uses of Research Formative Evaluative
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PUblic Relations  Management 6 Common Research Tools Focus Groups Face-to-face Mail Secondary Data bases (e.g. Census data) Research Projects (Universities, Think Tanks, Non-profits) Internet Market Feedback (Customer Service, Trade shows
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PUblic Relations  Management 7 “Subjective” Research (What we think we know) Instinctive-Not rational Attitudinal Directional Can’t be projected Good starting point for quantitative research Useful for testing concepts, positions, copy,
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This note was uploaded on 11/28/2011 for the course COMMUNICAT 192:409 taught by Professor Grasso during the Fall '11 term at Rutgers.

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Research-PRM - RESEARCH Thecontrolled,objectiveandsystematic

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