True or False: Formative research occurs at the end of the planning process.

Formative research is conducted during the initial stages of a public relations campaign or project, rather than at the end of the planning process. This type of research is aimed at gathering insights about the target audience, their perceptions, attitudes, and behaviors, as well as understanding the context within which communication will occur. By integrating formative research early on, practitioners can develop a more effective communication strategy that is tailored to the specific needs and preferences of the audience.

This approach allows for adjustments and refinements to be made before implementation, ensuring that the campaign is based on accurate data and relevant insights. In contrast, research conducted at the end of the process is often evaluative, assessing the outcomes and impact of the strategies that have already been implemented. Therefore, stating that formative research occurs at the end of the planning process is inaccurate, confirming that the correct answer is false.