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PUR3000 Ch.5 Research

by: Anna Cappelli

PUR3000 Ch.5 Research PUR3000

Marketplace > University of Florida > PUR3000 > PUR3000 Ch 5 Research
Anna Cappelli
GPA 3.85

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these notes cover both the lecture and the textbook reading for ch.5
Principles of Public Relations
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This 5 page Class Notes was uploaded by Anna Cappelli on Friday September 23, 2016. The Class Notes belongs to PUR3000 at University of Florida taught by Kong in Fall 2016. Since its upload, it has received 4 views.


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Date Created: 09/23/16
Ch.5 Research Lecture Preliminary Questions What is the real problem? What kind of information is needed? How will the results of the research be used? What specific public should be researching? Should the organization do the research in-house or hire an outside consultant? How will the research data be analyzed, reported, or applied? Hoe soon with the research data analyzed, reported, or applied? How soon will the results be needed? How much will the research cost? Using research To achieve credibility with management To define audiences and segment publics To formulate strategy To test messages To help management keep in touch To prevent crises To monitor the competition To sway public opinion To generate publicity To measure success Types of Research Secondary- existing research, less-expensive Online databases: LexisNexis The World Wide Web: Statista Primary new and original research generated through a research design Qualitative-descriptive, right insight, often exploratory Content analysis: measure the amount of media coverage and the nature of the coverage Interviews: intercept interview, in-depth interview Intercept interview: convenience poll, unscientific but can give an organization some key messages In-depth interview: more comprehensive information Focus Group: identify attitudes and motivations of important publics 8-12 people who represent the characteristics of the target audience, such as employees, consumers, or community residents a trained facilitator directs an informal discussion Quantitative-numeric Survey- mail, telephone, piggyback, web, email Uses the Lickert scale (1-7) Experiment – is the only way that we can definitely test whether something actually causes a change in something else Research Techniques Archival materials - review of organization internal and external materials Communication audits 0 review of archival materials to determine how the organization communicates to its internal and external stakeholders Analysis of phone calls, emails, or written correspondence 2 Internet and web – Google not a bad place to start but you need more Library – reference books, academic journals, trade publications SWOT Analysis Strengths: internal resources, capabilities, or situations Weaknesses: internal deficiencies in resources or capabilities Opportunities: External or outside factors or situations Threats/Challenges: external or outside factors or situation that can affect an organization in a negative way Scientific Sampling Random/Probability Sample – everyone in target audience has an equal chance of participating Non-probability sample, nonrandom Quota sampling – draw a random sample that matches characteristic of the audience Typical sample size: 1000-1500 for national poll, 2-3% margin of error of the time 200-500 is relatively accurate, 5-6% margin of error 100, 10% margin of error Questionnaire Design Avoid biased wording, edit-out leading questions (semantics) A question that encourages a particular or desired answer, carefully phrased to manipulate the person’s answer, contains hints and eliminates many other possible answers Use simple, familiar words Timing and context 3 Watch questions that elicit politically correct or courtesy bias answers Be aware of your answer categories Guarantee anonymity Ch.5 Research T extbook The importance of Research Research, planning, communication, and measurement Research is a form of careful listening and two standards are commonly considered for this listening process: validity and reliability Quantitative research – uses scientific surveys and complex statistical tabulations Secondary research – uses existing information in books, magazine articles, databases, etc. Primary research – uses new and original information that is generated through a research project and is directed to answer a specific question Qualitative research – professional conducts interviews or focus groups, carefully reads news coverage transcripts Primary techniques are content analysis, interviews, focus groups, copy testing, and ethno-graphic observation and role-playing Archival research is a major component in audits that are intended to determine how an organization communicates to its internal and external publics Content analysis is the systematic objective counting or categorizing of information 4 Focus groups- formulate or pretest message themes and communication strategies before launching a full campaign Advocacy research – sometimes people send out surveys with questions using highly charges words to elicit an emotional reaction form the respondent – such questions could be considered “loaded” because they are intentionally skewed to generate a predictable response Benchmarking – use software to track and monitor a client’s reputation almost on a daily basis 5


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