-Research is a tool that is involved in almost every phase of a communications program.

-There are many different types of ways to research, the most popular for PR firms secondary research which is getting information from existing sources.

-There are 3 different approaches to research in the PR world: secondary, qualitative and quantitative.

-Focus groups, interviews, content analysis and copy testing are all forms of qualitative research.

-Random sampling and sample size are both forms of quantitative research.