The accountability gap: The use of preliminary and evaluative research in Spain

Abstract

In a context where it is of increasing importance to optimize resources, to refine the definition of the environment and to demonstrate the return on investment (ROI), preliminary research and evaluation in PR have not evolved significantly in the past two decades. There are very few publications examining the Spanish case and the results of this study indicate that these practices are uncommon. There is a slight preference for research prior to the development of the campaign at the expense of evaluative research. Furthermore, there is a notable discrepancy between the results of the Spanish study and the published studies from other countries: perception audits (outtakes) and views (outcomes) are undertaken more frequently than publicity audits (outputs)