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primary research original research, it is needed when secondary research cannot provide the answers to the questions secondary research research from sources already produced, such as books, magazines, newspapers, public opinion polls etc. informal research method of gaining an in-depth understanding of an audience without the rigor of more formal, scientific research methods (record keeping, key contacts, special committees, focus groups, casual monitoring, Internet, library) formal research scientific research, it is done to produce results that are highly likely to be statistically accurate within a given range (content analysis, survey research, experimental research) content analysis a research method that allows the researcher to systematically code and thereby quantify the verbal content of written or transcribed messages (news clippings, annual reports) survey research research that is careful, detailed sample examinations of the knowledge, perception, attitudes, and opinions of members of various publics descriptive data data that is used to describe something, such as a particular group of people (average age, sex breakdown, years of education) inferential data data that describes the characteristics of people not included in the specific group from which the information was obtained (through sampling, a small number represents a large population) sample a subset of a population or public simple random sampling a technique that allows each member of a public an equal chance of being selected systematic sampling uses a list, like a telephone directory or mailing list, to select a sample at random latent public a public that faces an indeterminate situation but does not recognize it as a problem aware public the group recognizes a problem, that is, what is missing in the situation, and becomes aware active public the group organizes to discuss and do something about the problem public relations audit essentially a broad-scale study that examines the internal and external public relations of an organization social audits attitude and opinion surveys that measure the perceptions of various publics about an organization's social responsiveness