Click on the following links. Please note these will open in a new window.

Video

Video 4.1: Primary & Secondary Research—An Introduction

Description: This video illustrates the main differences and connections between Primary & Secondary research.

Video 4.2: PBS NewsHour: The Psychological Trick Behind Getting People to Say Yes

Description: Robert Cialdini (Persuasion Models, p. 10) is interviewed in this PBS NewsHour segment discussing the underlying theory behind influence.

Web Article

Web Article 4.1: PRSA: Primary Research Methods

Description: This web link provides information on the current methods and research if PR practitioners in the field.