8.4 Chapter Summary

In this chapter, we examined the vital role of research in public relations management, both in making the function strategic and in adding to its credibility as a management function. Because research comprises such a large part of the public relations process—three of the four steps in the strategic management process—we discussed the purposes and forms of commonly used research in public relations. The roles of formal and informal research were discussed, as well as the major approaches to research: quantitative (numerically based) and qualitative (in-depth based) as well as the types of types of data collection commonly used in public relations in the mixing of methods.