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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Third Edition by Don W. Stacks, David Michaelson

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CHAPTER 5

Secondary Research

All research methods begin with the gathering of information or data available on a given topic or problem. This gathering of information is called secondary research and although extremely important, it may be the most overlooked of the public relations research methodologies available to professionals (Stacks 2013). Why? First, part of being overlooked may stem from the 24 by 7 nature of public relations—seldom it would seem do public relations professionals have the necessary lead time to conduct a systematic secondary research on some topic. Second, a great many public relations professionals have little academic coursework in public relations, and a great many have never attempted a research methods course (the ...

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