A. The Importance of Research
  --an integral part of the planning, program development, and evaluation process

B. Preliminary Question for Research Design
    1. What is the problem?
    2. What kind of information is needed?
    3. How will the results of the research be used?
    4. What specific public(s) should be researched?
    5. Should the organization do the research or hire an outside consultant?
    6. How will research data be analyzed.  reported, and applied?
    7. How soon are the results needed?
    8. How much will it cost?
C.  Why using Research?

1. Achieve credibility
2. Define publics
3. Formulate strategies
4. Test messages
5. Help management keep in touch
6. Prevent crises
7. Monitor competition
8. Sway public opinion
9. Generate Publicity
10. Measure Success

D. Research Techniques

1. Informal are the preferred methods for most practitioners
2. Secondary vs.  Primary
3. Qualitative vs. Quantitative
4. Common techniques
        a. organizational materials
        b. Library methods
        c. Online resourcess (Lexis/Nexis, Dow Jones, etc.)
        d. The Internet and WWW
        e. Content analysis
        f. Interviewing
        g. focus groups

E.  Scientific sampling
        1. Random sampling procedures
            a. Also called Probability Sample --Equal Chance of Being Selected
            b. Often Drawn from list
            c. Quota Sampling to match characteristics of overall Audience

        2. Size of Sample
            a. National samples usually 1200 to   2000 persons
            b. Sample of 250 to 500 Yields about 5 % variance from the population
            c. Five percent is usually acceptable in forming public relations strategy

F.  Questionnaire Design-

1. The Problem of Semantics
2. Avoid Biased Wording
3. Timing and Context
4. Political Correctness
5. The Answer Categories
        a. Can skew Results
        b. Yes-No Answers
        c. Likert-Type Scale
        d. Semantic Differential Scale

G. Questionnaire Guidelines

1. Decide Kind and Detail of Information Needed
2. State Survey Objectives
3. Decide which group will be surveyed
4. Set Sample Size
5. State purpose and guarantee anonymity
6. Use Closed-ended answers
7. Design for easy coding
8. Strive for about 25 questions
9. Use categories for sensitive demographics
10. Use simple, familiar words
11. Avoid Ambiguity
12. Edit leading questions
13. Remember context and placement of   questions
14. Provide Space for Comments
15. Pretest Questionnaire

H. Ways of reaching respondents
    1. mail questionnaire
    2. telephone surveys
    3. personal interviews
    4. piggyback surveys