Public Affairs Qualification Course
Conduct Informal Research
Conduct Informal Research
The foundation of communication planning is
research. There are many resources available
for you to draw upon for your research. But
sorting through the options can be very time
consuming.
Finding what you need while conducting research is
a matter of knowing how to search for information. If
you think about what you are finding in your research,
you will see your topic just a little bit differently with
each note you take.
Some people conduct their research by
mechanically gathering the materials they
want to use in their communication plan. This
can be very time consuming and sometimes
counterproductive.
By learning to take research notes effectively, you will
save yourself time and energy every step of the way.
If you do your research properly, the result will be a
detailed, professional communication plan.
Home | Identify Topic | Identify Sources | Conduct Reasearch | Analyze Findings | Develop Conclusion
The Defense Information School, Fort George G. Meade, Maryland
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Public Affairs Qualification Course
Conduct Informal Research
Identify Your Topic
Your first step involves probing and monitoring
knowledge, opinions, attitudes and behaviors
of those concerned with or affected by the acts
and policies of an organization. This provides the
foundation for all the other steps in the problemsolving process by determining "What's happening
now?".
You should first select a topic that is important to the
command.
Selecting a topic is possibly the most difficult part of
your research. You should ask yourself:
● Is it too big or broad?
● Is it too narrow or specific?
● Will I be able to find enough information and data
on it?
Your goal should be to select a subject that you can
reasonably cover in the time and space available.
You’ll find that the encyclopedia articles in the library
are usually followed by carefully selected bibliographies
or lists of references. These may help you to discover
other useful information.
Once you have browsed the reference shelves, then
you are ready to work on your topic. Write it out as a
short sentence and look at the different components
that make up your statement.
Make a list of words to describe your topic.
Compile a list of the key words you will use as you
search for your topic.
Use specialized dictionaries to define unfamiliar terms
and quickly build a useful list of key words to search.
The way terms are used in some fields can be very
different from standard everyday usage.
Once you identify your topic you are ready to look at
secondary research sources.
Read through background information.
Read about your topic in a regulation, instructions,
background papers, white papers, specialized
encyclopedia, dictionary or command handbooks.
It may be one of the most effective and time saving
research tips on this list. You will probably refine and
refocus your topic several times before you finalize it.
Go to the library
The reference shelves at the library are filled with
books that can help you focus your topic.
These books are good places to start your research
when you only know a little about your topic, when
you need an overview of a subject or when you want
a quick summary of basic ideas.
They are also useful for discovering the names of
important people, and can familiarize you with the
vocabulary of the issue.
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The Center of Excellence for Visual Information and Public Affairs
Public Affairs Qualification Course
Conduct Informal Research
Identify Your Sources
You can research in many places: library,
newspapers, reference works (encyclopedias,
yearbooks, dictionaries, atlases), the Internet and
personal interviews.
Let’s look at some of the sources for your secondary
research.
● Library research is an important source of
material.
● Librarians are an excellent resource. They can
help locate specific information. They can also
identify specialized research sources.
● The library catalog lists all the books, periodicals,
and other resources in the library.
● DINFOS’ Library website has a link that allows
public access to the catalog and has instructions to
assist with the search.
● Periodical databases are indispensable for finding
articles in magazines and journals. Depending on
the database, users may be able to call up the full
text of articles.
of information about almost any topic. The reference
desk, encyclopedias, CIA World Factbook, the
resource shelf, etc. are some of the sources available at
that site. The CIA World Factbook is a compendium of
information on every country in the world.
● Facts on File covers national and international news
events. You can click on the Facts on File tab on the
DINFOS library site.
● Yearbooks are annual publications that are
invaluable for current information. The World Almanac
and Book of Facts includes data from international
sources.
● Quotation books are useful, especially for
introductions and conclusions. The best-known
quotation book is Bartlett’s Familiar Quotations.
● Biographical aids may provide current information
about people in the news. Military leaders bios are
available either online or through the PA office.
● Most databases provide an abstract that
summarizes the content of each article. An abstract
is a summary of a magazine or journal article, written
by someone other than the original author.
DINFOS has access to Gale: Virtual Reference
Library, Academic One File, military and intelligence
databases, EBSCO, Newsbanks, etc., to assist with
the research.
● Newspapers are invaluable for research on many
topics. Local newspapers can usually be found
in the periodicals room. Articles from national and
international newspapers can be found on databases
available at the DINFOS library. (Newsbanks is
just one of the databases on the DINFOS library
website and it has access to world news, military and
government news, newspapers etc.
Photo courtesy of img.ehowcdn.com
● The General/Reference sites tab on the DINFOS
library site offers access to sites that contain a wealth
Home | Identify Topic | Identify Sources | Conduct Reasearch | Analyze Findings | Develop Conclusion
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Public Affairs Qualification Course
Conduct Informal Research
Identify Your Sources (continued)
Research on the Internet
When used responsibly and efficiently, the Internet
can be a powerful tool for research.
Search engines are the key to finding materials
on the Internet. There are many search engines
--Google is one of the most widely used.
Whichever search engine one uses, a systematic
search strategy is essential. Browsing the Web is not
an efficient way to find information.
Focused searches have a much better chance of
being successful.
NOTE: “Keyword Searches” are an efficient way
to find information.
Want to find sports injuries among college
cheerleaders? Type in the Google search engine:
Cheerleading = 43,100,000 hits.
College cheerleading = 14,700,000 hits.”
“college cheerleading” = 175,000 hits (ensure you
include quotation marks in this search).
“college cheerleading” + “sports injury” = 2,060
(ensure that you include quotation marks in this
search).
You will find a Boolean search strategy handout in
your student Reading/Study materials folder. Take some
time to get familiar with it by practicing your search
strategies using one or more of the DINFOS library
databases. The list of databases is also in that folder
Other Resources…
library methods of assessing data. Virtual libraries
are excellent places to locate reliable, high-quality
materials.
The DINFOS library has a link to other libraries
including:
● The Library of Congress
● Pritzker Military Library
● The Fort Meade Library Catalog, etc.
DATABASES
GALE:
Academic OneFile: Comprehensive, up-to-date article database with nearly 14,000 titles,
including more than 10,000 peer-reviewed journals and more than 6,500 in full text.
Extensive coverage of the physical sciences, technology, medicine, social sciences, the arts,
theology, literature and other subjects.
Communications & Mass Media Collection: Brings together information found in more
than 350 journals with nearly 3 million articles on all aspects of the communications field.
General OneFile: Includes more than 8,000 full-text titles with some going back more
than 25 years. It also features five newspaper indexes, more than 500 travel guides, a full
collection of National Public Radio programs from 1990 to the present, links to over 5,000
video files including the Today Show, NBC Nightly News, and Meet the Press, and full-text of
the New York Times from 1985 to the present and Financial Times from 1994 to the present,
updated daily.
Military and Intelligence Database: Contains periodicals that have been hand-selected
to meet the content needs of libraries serving military personnel with more than 500 titles
and nearly 6 million full-text articles. It also includes some basic reference materials that are
updated annually including the Columbia Electronic Encyclopedia and The World Almanac
and Book of Facts.
EBSCO:
Communication & Mass Media Complete: Provides the most robust, quality research
solution in areas related to communication and mass media. Includes full text for over 500
journals some dating as far back as 1915. Also features over 5,400 Author Profiles providing
biographical and bibliographic information.
Greenfile: Contains information covering all aspects of human impact to the environment.
Includes scholarly, government and general-interest titles containing content on the
environmental effects of individuals, corporations and local/national governments, and what
can be done to minimize their effects.
Education Full-Text: Database of education scholarship provides coverage for a wide range
of topics including adult education, continuing education, literacy standards, multicultural/
ethnic education, distance education and teaching methods. Contains full-text of
articles from over 350 journals as far back as 1996 and indexes nearly 770 titles going as far
back as 1983.
NEWSBANK: Access World News: Comprehensive news collection ideal for exploring
issues and events at the local, regional, national and international level. Includes print and
online-only newspapers, blogs, newswires, journals, broadcast transcripts and videos. It can
be used to explore a specific event or to compare a wide variety of viewpoints on topics such
as politics, business, health, sports, cultural activities and people.
Armed Services and Government News: Full-text collection of military and government
newspaper and periodical titles (plus another 25 military magazines) covering military issues
from all branches of service.
FACTS ON FILE: World News Digest: Brings together and enhances nearly seven decades
of news from the renowned Facts On File World News Digest in print.
CULTUREGRAMS: An insider's perspective on daily life and culture, including the history,
customs, and lifestyles of the world's people. Contains concise, reliable, and up-to-date
reports on more than 200 countries, each U.S. state, and all 13 Canadian provinces and
territories
In addition to search engines, there are specialized
resources to find materials on the Internet. Virtual
libraries combine Internet technology with traditional
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The Center of Excellence for Visual Information and Public Affairs
Public Affairs Qualification Course
Conduct Informal Research
Identify Your Sources (continued)
Government resources allow you instant access to
an endless number of government documents and
publications.
● USA.gov links to more than 250 million Web pages
from federal, state, local, and tribal governments.
● GAO.gov is an excellent resource for research
reports on a spectrum of U.S. government issues,
including defense matters.
● Statistical Abstract is the standard source
for numerical information on social, political, and
economic aspects of American life. It is available
from the US Census Bureau.
● Multinational resources provide information on a
spectrum of topics; a few of the many include:
 Yahoo Regional directory links to scores of
countries and regions around the world.
 WWW Virtual Library: The WWW Virtual is the
oldest on the Web, and is widely recognized as being
among the highest-quality guides to the Web.
 CultureGrams on the DINFOS library site offers
information of the world's countries and people. The CG
series is used for a cultural reference and for curriculum
products in the education, government, and non-profit
arenas.
WWW Virtual Library
Home | Identify Topic | Identify Sources | Conduct Reasearch | Analyze Findings | Develop Conclusion
The Defense Information School, Fort George G. Meade, Maryland
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Public Affairs Qualification Course
Conduct Informal Research
Conduct Research
Now that you know how to identify sources let's
discuss how to conduct effective research.
interesting information.
● You should also involve your critical thinking to
assess which research materials you need and their
relationship to the topic.
● Make a subject heading for each note.
● Make a separate entry for each note and distinguish
among direct quotations, paraphrases, and your own
ideas.
Regardless of which resources you rely on in
gathering materials, you will find that there are
several ways to make your research more productive
Once you’ve completed your research, you are
equipped to analyze what you have found.
First, you’ll want to begin your research early to
ensure you have adequate time to be thorough.
Starting early also allows you time to organize.
You’ll also find it very helpful to create a preliminary
bibliography of research sources. A preliminary
bibliography lists every source that looks as if it might
be helpful in preparing your paper. It is longer than
the final bibliography, which lists only those sources
actually used in the communication plan
Click here to retrieve the APA Guidelines from
the Lesson Resources Folder.
The American Psychological Association (APA)
provides specific guidelines for formatting
bibliographies that are widely used by communication
scholars.
You can save time and energy by taking research
notes efficiently as you conduct your research.
Take plenty of notes and record them in a consistent
format and make a subject heading for each note.
The research process is most productive when you
think about the materials as you research. Doing
research should be more than a mechanical routine.
● By being creative, you’ll be able to find more
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6
The Center of Excellence for Visual Information and Public Affairs
Public Affairs Qualification Course
Conduct Informal Research
Analyze your Findings
WARNING!
Not all information is created equal.
Just because you find information at the library does
not guarantee that it is accurate or good research.
You must critically evaluate information to conduct
quality research--be skeptical!
Secondary sources are based on primary
sources.
● Recency: Ask when was the source published and if
the source is current or out of date for your topic.
Purpose
● What is the author’s intention?
Evaluate each item you find to determine its quality
and credibility to best support your research. To
evaluate a source consider the following:
● Is the information fact, opinion, or propaganda?
● Authority.
● Is the publication organized logically with main points
clearly presented?
● Who published the source?
● Is it a university press or a large reputable
publisher?
● Is it from a government agency?
● Is the source self-published?
● Is the author's point of view objective and impartial?
● Do you find the text easy to read? Is the author
repetitive?
There are three primary criteria for evaluating the
quality of documents found on the Internet.
If possible, one should assess the objectivity and
expertise of a document’s author.
● What is the purpose of the publication?
● Where does the information in the source come
from?
If there is no identifiable author, one should
assess the sponsoring organization that produced
the document.
Regardless of authorship or sponsorship, it is
important to check how recent the document was
published.
● Does the information appear to be valid
and well-researched, or is it questionable and
unsupported by evidence?
Ask yourself:
● Who is the author?
● What are the author's credentials (educational
background, past writing, experience) in this
area?
● Have you seen the author's name cited in other
sources or bibliographies?
● Is the content a first-hand account or is it being
retold?
Primary sources are the raw material of the research process.
Scholarly sources
Scholarly sources (also called academic, peerreviewed, or referred) are written by experts in a
particular field and serve to keep others interested
in that field up to date on the most recent research,
findings, and news. These resources will provide the
most substantial information for research and papers.
Peer-reviewed sources have undergone the review
and scrutiny of a review board of colleagues in the
author's field. Peers evaluate an article or research
paper as part of the body of research for a particular
discipline and may also offer recommendations
regarding its publication in a technical or professional
journals or in some cases, reject its publication.
Home | Identify Topic | Identify Sources | Conduct Reasearch | Analyze Findings | Develop Conclusion
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Public Affairs Qualification Course
Conduct Informal Research
Analyze your Findings (continued)
Researchers often use scholarly and peer-reviewed
sources because the level of authority and credibility
evident in scholarly sources contribute a great deal
to the overall quality of their work. Use scholarly
sources in your course work.
You'll find that the DINFOS library website, in
the GALE database, has access to the Academic
OneFile. Academic OneFile is the premier source
for peer-reviewed, full-text articles from the world's
leading journals and reference sources. With
extensive coverage of the physical sciences,
technology, medicine, social sciences, the arts,
theology, literature and other subjects, Academic
OneFile is both authoritative and comprehensive. With
millions of articles available in both PDF and HTML
full-text with no restrictions, researchers are able to
find accurate information quickly. It includes full-text
coverage of the New York Times back to 1995.
OneFile offers you the advantage of being updated
daily.
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8
The Center of Excellence for Visual Information and Public Affairs
Public Affairs Qualification Course
Conduct Informal Research
Develop your Conclusion
Developing the conclusion is formed from the
important aspects of your research as you describe,
analyze, and interpret your data. What you do
with the findings, i.e. the implications, are equally
important.
A conclusion section refocuses the purpose of the
research, offers a synopsis of what was found and
leads into the implications of the findings.
Quotes, field notes, work samples all support your
interpretations and assertions.
Show your findings by identifying critical incidents in
your data -- the "aha" or "oh no" moments -- when
you had a breakthrough in answering your research
question. If it was a moment of clear insight for you, it
may well be a breakthrough for your audience.
Explain the information you found, where it came
from, why it's important, and how the information is
useful for your topic or issue.
Show your findings--don't just talk about them. This
is the best way to let your reader know what you
discovered.
Home | Identify Topic | Identify Sources | Conduct Reasearch | Analyze Findings | Develop Conclusion
The Defense Information School, Fort George G. Meade, Maryland
9
Public Affairs Qualification Course
Conduct Informal Research
Conclusion
Finding what you need while conducting research is
a matter of knowing how to search for information.
As you conduct your research, don’t be surprised if
you see your topic just a little bit differently with each
note you take. By learning to research effectively, you
will save yourself time and energy every step of the
way and prepare yourself with the information you need
to write an effective communication plan.
Home | Identify Topic | Identify Sources | Conduct Reasearch | Analyze Findings | Develop Conclusion
10
The Center of Excellence for Visual Information and Public Affairs
Public Affairs Qualification Course
Conduct Informal Research
References and Additional Resources
Broom, G. (2009). Effective Public Relations, (10th ed.). Upper Saddle River, NJ: Pearson PrenticeHall
Wilson, L. & Ogden, J. (2004). Strategic Communications Planning for Effective Public Relations & Marketing,
(5th Ed.). Dubuque, IA: Kendall/Hunt.
Joint Staff. (2010). JP 3-61: Public Affairs
Lucas, S. (2009) The Art of Public Speaking, (10th ed.). New York, N.Y.: McGraw-Hill Co. Inc.
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The Defense Information School, Fort George G. Meade, Maryland
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