Chapter 7
As noted earlier, research can take many forms. It may focus on unique and individual responses that provide rich information about a problem or project, or it may focus on an understanding of how large groups of individuals perceive a problem or a project. This type of research is called quantitative research. When the researcher asks questions about larger groups of individuals from a quantitative approach, that researcher is seeking normative data. Normative data provide information on larger groups that then can be further subdivided by nominal or ordinal data (see Chapter 3) and compared, or they can be compared against data gathered by others from similar groups.
The primary method employed in public relations ...
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