Importance and use of formal research and evaluation

This study presents the results of three surveys of the use of formal research and evaluation techniques by public relations practitioners. Over one-half of the respondents reported using formal research or evaluation in the last year. The most popular techniques were in-depth interview or focus gro...

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Bibliographic Details
Published in:Public relations review 1990-12, Vol.16 (4), p.17-28
Main Author: Judd, Larry R.
Format: Article
Language:English
Subjects:
Comparative studies
Hypotheses
Polls & surveys
Professionals
Public relations
Regression analysis
Roles
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Summary:This study presents the results of three surveys of the use of formal research and evaluation techniques by public relations practitioners. Over one-half of the respondents reported using formal research or evaluation in the last year. The most popular techniques were in-depth interview or focus group, formal clipping analysis and formal public opinion survey. Practitioners who highly valued research were those most likely to conduct research. The discussion includes implications for the use of research by practitioners and educators.
ISSN:0363-8111
1873-4537
DOI:10.1016/S0363-8111(05)80048-7