Which method is NOT commonly used in public relations research?

Financial analysis is not commonly used as a primary method in public relations research. Public relations research typically aims to understand perceptions, attitudes, and behaviors of target audiences, and to measure the effectiveness of communication strategies. Methods like surveys are popular for gathering quantitative data from large groups, while focus groups provide qualitative insights through in-depth discussions among a smaller, targeted audience. Content analysis is also a key method, allowing PR professionals to evaluate media coverage or communication materials systematically.

In contrast, financial analysis primarily deals with the assessment of financial data and metrics related to an organization's financial performance, rather than audience perceptions, communication effectiveness, or media strategies. Thus, while financial considerations may play a role in PR decisions, the method itself is not aligned with core public relations research methodologies aimed at understanding and managing public perception and communication impact.