Surveys

Surveys often are performed by opinion measurement specialists, al­though increasingly people with college training in public relations are able to prepare, administer, and analyze the data from their own ques­tionnaires. As the public relations grad learns in the PR research course, samples of target audiences must be scientific and random if the results are to be valid. Questionnaires must be constructed carefully to rule out bias and to assure the validity of each item, which involves pre-testing. If done properly, the survey may take weeks to design, test, administer, and analyze—often at considerable expense. Fortunately, new software packages designed for the personal computer make it possible for the re­searcher to glean a wealth of data, including interesting correlations be­tween various responses on the survey. That richness may make the expense of time and money worthwhile.