ABSTRACT
Every day there are thousands of research issues and projects being conducted by advertising and public relations agencies and their clients. In fact, there is an entire research industry that has been spawned to conduct research and answer questions. While there are many outside research suppliers to the advertising and public relations industry, a good deal of research is done in-house by either on-staff research professionals or account planners, or others who have had some amount of research training. It presents the agency and the client with a variety of options or scenarios to consider.
