9.5: Opinion Seeking — Read — Invisible Network

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Perhaps the information task is to understand public opinion. An interview might take place through a poll or focus group session seeking information about consumer behavior and attitudes. The results of a consumer poll may also be included in the actual copy of an advertisement (“J.D. Power and Associates reports that car brand X had the highest rating among new car purchasers.”)

Public relations research relies on poll or focus group data to measure public opinion as part of a campaign to change attitudes. The results of a poll might also be used as part of a public relations campaign to persuade policymakers about decisions they are considering.

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