Research Objectives

Like practitioners, public relations researchers need to develop objectives to guide their research projects. A research objective works with the research goal and specifies what is to be studied. Research objectives can take the form of a research question or a hypothesis.

A research question is stated as a question that explores the relationship between two or more [Page 793]variables or concepts. Research studies abbreviate research questions as RQ. Here is a sample RQ from an actual study: “How do journalists perceive the role of information subsidies supplied by public relations practitioners in the construction of news?” (Curtin, 1999, p. 58). The example is an open-ended research question because it leaves the direction of the relationship open; it just indicates that a relationship does exist. The sample RQ simply looks to see what type of relationship exists between journalist perceptions and information subsidies. A closed-ended research question will specify the direction or form of the relationship. A closed-ended version of the earlier RQ might be “Do journalists perceive the role of information subsidies supplied by public relations practitioners in the construction of news negatively?” The revised RQ specifies that journalists will have a negative perception of information subsidies.

A hypothesis states a predicted relationship between two or more variables or concepts. Research studies abbreviate hypotheses as H. Here is a sample H from an actual study: “Respondents in the favorable relationship history condition will hold more positive organizational reputations than those in the unfavorable condition” (Coombs & Holladay, 2001, p. 326). The sample H is a one-tailed hypothesis because it states the direction or form of the relationship between the variables. There will be a positive relationship between relationship history and organizational reputation. A two-sided hypothesis states that a relationship will exist between two or more variables or concepts but does not indicate the form or direction of the relationship. A two-sided version of the earlier H might be “There is a relationship between the relationship history condition and organizational reputation.” The revised H does not specify the direction of the relationship but just indicates that a relationship exists.

Each research study you read should provide an RQ, H, or both. The study will be designed to answer the RQ or H while the text of the research report will focus on explaining the answers.