What type of data is primarily collected through surveys in public relations?

Surveys in public relations are primarily designed to gather quantitative data because they allow for the collection of measurable and numerical information. This data can include responses to closed-ended questions, such as ratings on a scale or multiple-choice answers, that facilitate statistical analysis. By quantifying responses, public relations professionals are able to determine trends, measure attitudes, gauge public opinion, and make data-driven decisions grounded in evidence.

The importance of quantitative statistics lies in their ability to provide a comprehensive overview of a target audience's behaviors, preferences, and perceptions, which is essential for effective communication strategies and campaign evaluations. This numerical data enables practitioners to analyze patterns and draw conclusions that can directly influence public relations tactics and strategies.