This paper outlines and describes the various tools and techniques that public relations practitioners ought to consider when designing and carrying out research projects for public relations planning and for public relations measurement and evaluation purposes.

The paper initially focuses on some of the needs that public relations/public affairs officers have for conducting public relations research, then lists and discusses various primary and secondary research data collection tools and techniques. When it comes to considering primary, or original research, the paper describes in detail both qualitative and quantitative methodologies. Qualitative techniques that are discussed include focus groups, depth interviews, convenience polling, ethnographic research and inquiry studies. Quantitative techniques cited include e-mail and fax polls, face-to-face interviewing, mail surveys, mall intercepts, omnibus polling, panels, telephone surveys and web-site studies.

The paper offers research suggestions for use in public relations strategic planning and program development, as well as outlining research ideas that might be considered when measuring and evaluating PR effectiveness. The document also offers suggestions for do-it-yourself research, includes a brief bibliography of key research references, and a selected glossary of research terms.