Chapter 3. Research with Expert Resources

Brands are using the Internet to find the best PR research strategies for market and media intelligence, with the right partners to assist them. When budgets are tight, organizations keep research strategies in-house and use Internet searches for secondary (previously published) research. There are also “free to inexpensively priced” tools to construct polls and questionnaires in-house for primary (first-hand) research. Then, when funding is available, more formal research services can be contracted. Either way, you can rely on the Internet. It has the reach and the expert resources needed for your research program—whether you conduct the research yourself or you hire the pros to handle a program for you. ...

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