COM 317 Exam1 Study-Sheet(with answer)
COM 317 Exam1 Study-Sheet(with answer) COM 317
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This 3 page Study Guide was uploaded by Elaine Lyu on Wednesday January 27, 2016. The Study Guide belongs to COM 317 at State University of New York at Oswego taught by Linda Daley (P) in Fall 2015. Since its upload, it has received 42 views. For similar materials see Public Relations Research in Communication Studies at State University of New York at Oswego.
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Date Created: 01/27/16
Exam #1 Study Sheet When a public relations professional uses research Before,during,after Why a public relations professional uses research and without it, you’re really just winging it; Researches tell you how to proceed; researches tell you how to weak; researches tell you if you were successful. Why it is important for a public relations practitioner to understand the process and know the vocabulary? more objective/they can give instructions/they will know how to get their goal/keep up/know the info they need. The three purposes for research in general Explanation (answers of Qs of why)/ description (who/when/where/how)/ exploration (unknown aera) The difference between a hypothesis and research question hypothesis: formal statement regarding the relationship between variables that is tested directly; research question: formal question intended to provide indications about sth. It is not limited to investigating relationship between variables. Differences between qualitative and quantitative research qualitative research: words/understanding relationship/noncasual/continual interpretation/unlimited variables/field talent/patterns quantitative research: numbers/explanation/control/causal/generalizable/summative evaluation// limited variables/design talent/targeted How to prepare and conduct client meetings (i.e., what to ask, using an agenda effectively, etc.) What are your business goals? What is going on in our organization now? Are you hosting any events, sponsorships, new deals? Need to know target audience / individuals we want to reach Following meetings down to the foxhole. Involve freedom/ Don’t let agenda stand in the way of having a good meeting. Selecting a research topic and ways to limit it so it does not become too broad 1. Begin by brainstorming (interest you); 2. Keep your topic manageable; 3.be open to modify your topic; 4. Can problems been mainly solved? / Significant? /potential harm to the subjects/ cost /time /planned approach appropriate? The levels of variables (identifying which are which and coming up with questions that use different types of variables) Difference between primary and secondary research Primary: original research/ your data Secondary: previously conducted research/done before/help you to build your research foundation Benefits and drawbacks to using secondary research Benefits: 1.Easy access 2. Save time and money 3. May help clarify research question/ design of research methodology 4. Provide background info Drawbacks: 1.quality of data: not verifiable; flawed; don’t know how the data interpreted; 2. not specific to your need 3.incomplete 4.out of date 5.can be overwhelming 6.sources may conflict with each other. The difference between an independent variable and a dependent variable independent variable: expected to account for the DV / occur earlier/ influence DV dependent variable: the V to be explained/ the object of the research What it means for a variable to be exhaustive and mutually exclusive Exhaustive: enough categories to classify every observation \ Mutually exclusive: no one would classify into more than one category. Only one category is suitable. Sources of secondary data Libraries/ articles/books/ internet/ government agencies/ academic institutionsQuinnipiac Poll/ trade associations/ NGO/ Marketing research firms (Gallup) When conducting secondary data, what you should consider C!S! Content/Sourceanything new? Credible? Current? Analyze a vast of information and help to confirm The different types of scales and why you use them Likert scales: frequently used/useful when get overall measurement/balanced on both side of the neutral option / sum the value of each item and each scale Semantic differential scales: choose between two opposite positions by using qualifiers to bridge the distance. The three components of the Belmont Report and what each one includes Who was Stanley Milgram Central tendency measures and what they are used for Calculate a mean Calculate a percentage Identify the mode and median
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