PUBLIC RELATIONS RESEARCH AND PLANNING . Research plays and important part in PR. It is for this reason that students of PR must understand the usefulness of research. Importance of Research
According to Skinner et al. (2007:31) information and data must be gathered and compiled the facts. It is also necessary to have knowledge of target audiences. A PR practitioner who understands his or her audiences – their attitudes, hopes, and fears – will be better formulated messages that appeal specifically to them.
Informal PR research: is not necessarily aimed at the solution of a business problem and is basically conducted to broaden the knowledge of the researcher.
Formal PR research: clearly follows a methodological step-by-step approach, which should result in reliable information for decision-making. Formal research can be divided into the following two aspects:
Refer to guide
An important part of the problem formulation is SITUATION ANALYSIS. A situation analysis can be described as the informal gathering of background information to familiarise researchers with research problem. Situation analysis involves an overview of the following environments and factors:
A PR research objective refers to the specific information that is needed to solve a PR research programme. Research should consider three basic aspects while stating the research objective:
Data collection approaches can be classified into three main categories:
There are two types of research instrument from which the researcher can choose to collect primary data: the questionnaire and mechanical or electronic equipment.
1. The Questionnaire :The questionnaire is most common instrument used for collecting primary data for survey purposes.
2. Mechanical or electronic equipment : Mechanical or electronic equipment involves the use of instruments such as eye cameras and electronic and mechanical meters to measure respondents‘ reactions, behaviours and opinions.
There are various advantages and disadvantages when it comes to the utilisation of the internet.