Research and Evaluation allow us to investigate what we think we know and what we do not know.
In a research strategy we ask ourselves: what do I want to know? and How will I gather that information? We explore these questions through many types of research.
–client research–stakeholder research–problem-oppurtunity research–evaluation research–secondary research–feedback research–communication audits–focus groups–
Focus Groups occur when interviewers meet with groups of people to get their opinions on issues. The interviews compile a list of questions, select a skilled moderator, recruit participants, record the sessions on tape, observe the session, limit the discussion to between an hour and hour and a half, discuss opinions and problems, transcribe the tape sessions, and prepare a written report. KEEP IN MIND THAT THIS IS INFORMAL RESEARCH.
Research is so critical to pr practitioners because “as organizations become more results-oriented, public relations practitioners are increasingly expected to defend their decisions and measure the effectiveness of the actions they propose”.
