Formal And Informal Research Methods

Public relations professionals within any organization have a tedious job to do on a day-to-day basis. In almost all cases, the public relations professional would have to take part in various research methods to ensure the organization is not only operating strategically but efficiently as well. The success of an organization depends on this vital data collected by the public relations professional. Both informal and formal research methods are utilized to solidify just that. In this paper the writer will discuss these methods in detail to include the differences between them, some benefits and drawbacks of each as well as examples of how the public relations professional would utilize each research method. Public Relations and Research

These rules can be flexible in case they need to be reviewed if any errors are made. In retrospect, informal research can be uncontrolled because the collection of data is undefined and not as effective. Formal research is subjective in that the data is measurable, observable and based on facts for the most part. Informal research is very much subjective in that the data collected is opinionated and based on personal interpretations of others. Formal research methods that can be utilized are both qualitative and quantitative. Some qualitative techniques could be case studies, historiography, in depth interviews, focus groups and panels. Some quantitative techniques of formal research can be content analysis and the use of surveys. Informal research methods that can be utilized are unobtrusive measures, communication audits and media research. Unobtrusive measures are measures that don't require the researcher to intrude in the research context. Direct and participant observation requires that the researcher be physically present. This can lead the respondents to alter their behavior in order to look good in the eyes of the researcher. A questionnaire is an interruption in the natural stream of behavior. Respondents can get tired of filling out a survey or resentful of the questions asked (Unobtrusive Measures,

In a nutshell this type of research is very cost effective and very convenient. Communication audits are relatively easy to conduct it gives an array of opinions about a given issue. The downside to informal research is that a lot of errors can be made when recording the data. Soliciting data from less educated people are more susceptible to retrieve more socially acceptable responses. Informal research lacks reliability since it is not carried out through a logical process and is based on an individual judgment and opinion. Finally, informal research cannot be tested for validity (Cohen & Ariel,