There are many reasons why Public Relations involves reseach. PR professionsals use research to achieve credibility with management, define audiences and segment pubics, to formulate strategy, and the list goes on. There are many different techniques used in gathering research. There is secondary research and you can also have qualitative and quantitative research. When giving questionnaires, there are a great deal of things to consider. You have to watch your wording, avoid loaded questions, consider timing and context, avoid the politically correct answer, and give a range of possible answers. There is also a set of guidlines when you put together a questionnaire and there is a variety of ways to reach respondents as well. These are just a few of the many topics discussed in this chapter about research in Public Relations.
These notes were taken from the book Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.