Chapter 5: Research

Wilcox D.L. and Cameron, G. T. (2009). Public Relations Strategies and Tactics ninth edition. Boston: Allyn and Bacon.If you are going to conduct a questionnaire here are some guidelines to follow that the book suggest:


Determine the type of information that is needed and in what detail

State the objectives of the survey in writing

Decide which group will receive the questionnaire

Decide of the size of the sample

State the purpose of the survey

Use close-end, multiple-choice answers

Avoid ambiguous words


*Phone interviews are the most expensive form of research because it requires trained staff and travel*


* To achieve credibility with management- executives want facts, not guesses and hunches.*


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