chapter5-csus.pptVIP

* * * * * * * * * * * * * * * Copyright ?2001 Prentice Hall, Inc. Copyright ? 2001, Prentice Hall, Inc. ONE STEP QUICK QUIZ What is... The systematic collection and interpretation of information to increase understanding Principles for Public Relations Research Establish clear program objectives Differentiate between outputs outcomes Rely on several research techniques Public relations effectiveness ? advertising effectiveness Measure media content as a first step in evaluation Identify key messages, target audiences, communication channels Link evaluation to overall business goals, strategies, tactics Research can: Describe a process, situation, or phenomenon Explain why something is happening Predict what will probably happen if we DO or DO NOT take action Types of Public Relations Research Applied Research Strategic Research + Evaluative Research Types of Public Relations Research Theoretical Research Abstract Conceptual What are... Surveys Communication Audits Unobtrusive Measures Reveal Attitudes Reveal Opinions Descriptive Surveys Explanatory Surveys or Survey Elements Sample Questionnaire Interview Analysis of Results ? Research Sampling Random Sampling Simple Systematic Stratified Cluster ? Research Sampling Non-Random Sampling Convenience Quota Volunteer Keep it short Measure intensity of feelings Use everyday language Pretest with colleagues Attach an explanatory letter Enclose a stamped envelope Follow-up on first mailing Distribute plenty of questionnaires Provide a small reward Questionnaire DOs Questionnaire DON’Ts Don’t ask open-ended questions Don’t ask loaded questions Don’t ask dual-answer questions What is a focus group? The Interview QUICK QUIZ Moderator leads a group discussion about specific opinions of interested people who are paid for their efforts What is a difference between drop-off interviews and Delphi panels? The Interview QUICK QUIZ Drop-off interviews use face-to-face interview techniques. Delphi panels use accepted opinion lead