1. Public Relations Research
Part III:
Research Terminology

2. Overview
Classifying research methods
Some research terms

3. Different Ways to Classify Research
Formal vs. Informal
Primary vs. Secondary
Quantitative vs. Qualitative

4. Examples of Formal vs. Informal
Formal Methods
Following the Scientific Method
If strict protocols followed, examples include surveys, content analysis, focus groups, and interviewing.
Informal Methods
Talking to key informants, people “in the know”
Scanning or searching the Internet (sites and blogs)

5. Primary v. Secondary Research
Primary Research:
Conduct research for a prime purpose
Gather data specifically (for you)
Examine evidence collected firsthand
Usually means new interviews, surveys or observations
Secondary Research:
Examine secondhand evidence
Conducted research for another reason
Previously reported or published
** Archival research can be considered both

6. Some good secondary sources:
Internal documents: brochures, reports, speeches
Industry trade media sites (i.e., Automotive News Market Data Report)
Dow Jones Interactive –
Gallup –
LEXIS-NEXIS –
U.S. Census Bureau –
Books, magazines, reports at Public Libraries
Not Wikipedia!

7. Quantitative v. Qualitative
Quantitative techniques
To answer “how many”
Polling – get public’s pulse quickly on issues
Survey method, Experiments, Content analysis
Qualitative techniques
To answer “what” and “how”
In their own words and through their own actions
Interviews, focus groups, ethnography, participant observation

8. Other research terms Methods/Methodologies Data collection Instruments
Population
Sampling techniques
Findings
Conclusions
Recommendations

9. Please go to Part IV: Key Research Methods
End of Part III
Please go to Part IV:
Key Research Methods