A Practioner's Guide to Public Relations Research, Measurement and Evaluation

Part II

Qualitative Methods for Effective Public Relations Research, Measurement, and Evaluation

Part II introduces the reader to the gathering of information from a qualitative perspective. This perspective is typically employed when the researcher seeks to understand in detail a problem and has no concern with generalizing those findings to a larger audience or population. Part II begins with where all research starts, regardless of the methodologies employed—with what has been researched and reported in the past, also known as secondary research. Building upon what has been found through secondary research, which will help in firming up public relations goals and objectives in relation to the larger business goals and objectives, three particular ...