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RESEARCH
Public Opinion Research

What we think is important to the public isn't always so. One of the most valuable tools in the development of a message is communications research (polling and focus groups). If you don't have this information, you are guessing. If you guess, chances are that what is important to you and your partners doesn't resonate with the media or with the public.

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The five "W's"
Types of research
Who uses focus groups
Sources of opinion research
Read what some experts say

Back to Public Opinion Research.

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