Johnson & Johnson is looking to collect data regarding consumer perceptions of the company. How would you use both primary and secondary research to gain the information they are seeking?
What will be an ideal response?
Primary research is the research conducted by the public relations
practitioner(s). Secondary research is that which has been previously published by another
source. I would start by using secondary research, such as sales reports and mass media
publications from previous years to gather statistics. Then, I would conduct primary research
using a focus group to gain consumer comments and a survey to collect a broad range of data.
Should more information be needed, I would follow up with one-on-one interviews of those who
participated in the focus group for clarification.
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What will be an ideal response?
Which method in the visualization step describes the advantages and disadvantages of adopting the plan proposed by the speaker?
a. the positive method b. the negative method c. the contrast method d. the neutral method