Also, upon reading, I've realised the close links between attitudes, opinions and behaviour. Before one can change his/her attitude, they have to be able to accept opinions and this leads to the change in behaviour as well. Moving on, public relations practitioners should also take into account the public opinions as upon grasping the preferences/likings of the public, it is always easier to plan to reach our to specific target audience.According to (Seitel, 2007), public opinion is what most people in a particular target audience think about an issue. Through this, perceptions are based and planning can be done.
As for the types of research, there are quantitative and qualitative research. Sometimes, the use of one type of research method is sufficient, however, most of the time, I feel that the use of both quantitative and qualitative research is better as it ensures that the research is conducted both in depth and in quantity and therefore, is able to cover more areas. I am quite amazed that research have to be done throughout the whole process. Like during the implementation stage and at the outcome stage.
It is true to large extent that planning is difficult as besides the need for intensive research, researchers have to consider time and budget as well. I feel that in order for all these to be done well, the researcher have to be patient, clear of his/her objectives, limitations, strengths. Although this takes a lot of time and effort, the fruits at the end are worth the hard work.