Chapter 5

Research is usedfor many different reasons, among them are 10 specifics out lined by the text.  They are to achieve credibility with management, to define audiences and segment publics, to formulate strategy, to test messages, to help management keep in touch, to prevent crisis, to monitor the competition, to sway public opinion, to generate publicity, and to measure success.  Of those the one that I found most intriguing was the crisis prevention.  Interestingly enough 90% of crises are operational problems instead of unexpected disasters.  Research can roughly be considered in two different methods: quantitative and qualitative.   In qualitative researchthe tactics used are content analysis, interviews, focus groups and copy testing.  Quantitative research includes random sampling and questionnaire.  All these concepts are used to achieve the level of understanding required for a successful p.r. campaign.

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