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COM 317 Exam1 Study-Sheet(with answer)

by: Elaine Lyu

COM 317 Exam1 Study-Sheet(with answer) COM 317

Elaine Lyu
SUNY Oswego

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About this Document

this is the answers I gathered from the notes in COM 317 class. The exam will be held in 2/25
Public Relations Research
Linda Daley (P)
Study Guide
public relation, research
50 ?




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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; 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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