37 KB1474 KB36 KB196520251999Verdnik, Iztokletnik:36številka:4str. 564-575ISSN:0040-3598COBISSID:19328861URN:URN:NBN:SI:doc-DICV9DQTslFakulteta za sociologijo, politične vede in novinarstvo v LjubljaniTeorija in praksakvalitativno raziskovanjekvantitativno raziskovanjeodnosi z javnostjoplaniranjeraziskovalne metoderaziskovanjevrednotenjeOdnosi z javnostmi in raziskovanje|At least seven different dimensions of the research process describe its crucial importance, especially in the field of public relations. Here we can observe the research process on two different levels: first - which research methods are used in the field and what must be taken into account and second -how three typical phases of public relations (planning, implementing and evaluation) is framed by research process. The article outlines some basic characteristics of the research process and research methods and actually does not extend beyond its primary aim - to delineate some basic advice for the public relations practitioners. An extra stress is especially on the use of different research methods and on considerations of their range. A careful use of the advantages of individual research methods is actually the best way for to obtain varitable data and information. This is the only way acquires arguments needed for grasping the basic concept which determines public relations. This is confirmed by results of the research process which prove that 97% of the communicators consider communication measurement vital to their roleTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of Slovenia