Chapter 9


One of the most significant challenges in any form of research is ensuring that respondents participating in a study are the right individuals. This process begins with the stating of study objectives, where we define the research and information needs, and, in turn, determine which stakeholder group is the most appropriate audience. As noted in Chapter 7, these individuals can be defined in a multitude of ways that range from simple demographic descriptions, such women who are 18 to 34 years old, to complex definitions that incorporate geographic, demographic, and attitudinal characteristics.

Regardless of whether the description is simple or complex, the challenge remains the same for the researcher. That challenge is ensuring ...

Get A Practioner's Guide to Public Relations Research, Measurement and Evaluation now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.