This is “Chapter Summary”, section 8.4 from the book Public Relations (v. 1.0). For details on it (including licensing), click here.

For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. You may also download a PDF copy of this book (1 MB) or just this chapter (79 KB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline).

Has this book helped you? Consider passing it on:
Creative Commons supports free culture from music to education. Their licenses helped make this book available to you.
DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.

8.4 Chapter Summary

In this chapter, we examined the vital role of research in public relations management, both in making the function strategic and in adding to its credibility as a management function. Because research comprises such a large part of the public relations process—three of the four steps in the strategic management process—we discussed the purposes and forms of commonly used research in public relations. The roles of formal and informal research were discussed, as well as the major approaches to research: quantitative (numerically based) and qualitative (in-depth based) as well as the types of types of data collection commonly used in public relations in the mixing of methods.