ABSTRACT
This chapter outlines some of the key issues within research, measurement and evaluation facing practitioners present day. It describes the key phases of research and how these inform the planning and implementation of initiatives that delivers on the strategic intent of the organisation. One of the most effective ways of viewing the research process is through inputs, outputs, outcomes and impacts. These terms are used in a range of communication and public relations measurement and evaluation models, such as that of the Public Relations Institute of Australia. Formal research is a scientific approach to answering questions. Formal research uses prescribed and established methods to give insight and depth to issues and has a high prediction value. Formal research is undertaken mainly using qualitative and quantitative methods. Surveys are frequently used research techniques in strategic communication and public relations. They involve giving a standardised questionnaire to a selected group of people, chosen to represent a larger research population.
