About Research Methods

Brief Guide to Communications Research and Measurement

This explains the differences between qualitative and quantitative research, and when to use each.

Free White Papers

Tying Employee Communications to Organizational Value
The quest to link public relations/communications efforts to an organization’s bottom line has been likened to the search for the Holy Grail. The purpose of this study was to develop a methodology that starts the process of measuring how employee communications affects an organization’s current and future value. The study involved in-depth interviews with employee communicators, as well as a survey of more than 200 employee communicators throughout the United States and Canada.

Public Relations Research in the Real World of Business
This chapter describes qualitative and quantitative research methods used in communications research. It also features seven case studies that show how research was used in various public relations programs.

Other Resources

Measurement On A Budget
Everyone knows we should measure communications, but a lot of us still don’t do it. Many communicators say tight budgets hold them back, but do-it-yourself measurement costs less than you think and can deliver excellent value. Find out what to measure, where to find free or nearly-free tools, how to use surveys without risking “survey burnout,” and how to integrate measurement into your communications program.