New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Week 7 Notes

by: Kacie Notetaker

Week 7 Notes ADPR3850

Kacie Notetaker

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

These notes discuss research.
Introduction to Public Relations
Class Notes
25 ?




Popular in Introduction to Public Relations

Popular in Public Relations

This 5 page Class Notes was uploaded by Kacie Notetaker on Wednesday September 28, 2016. The Class Notes belongs to ADPR3850 at University of Georgia taught by Cacciatore in Spring 2016. Since its upload, it has received 3 views. For similar materials see Introduction to Public Relations in Public Relations at University of Georgia.

Similar to ADPR3850 at UGA

Popular in Public Relations


Reviews for Week 7 Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 09/28/16
ADPR 3850: Research Week 7  Research and Data on the biggest stage o You might choose best option and fail or choose worst option and succeed—but they help you make an informed decision o And they help us make complex decisions 4 Essential Steps of Effective PR  Research  Planning  Communication  Measurement/Evaluation  Research is  Systematic investigation of a problem  Involving gathering evidence  From samples to make inferences Systematic investigation  Predefined procedures and methods o Survey questionnaire o Guidelines for focus groups o Codebook for content analysis  Intersubjectivity o It must be possible for other researchers to replicate the study and get same results Research Problems- should be empirical i.e. answered based on observational evidence  3 Key types of problems  Exploratory- new – focus groups to understand voters reaction to new policies  Descriptive- audience research, research of market shares  Causal- something influences this, examining the influence of one variable on another Exploratory: pretesting product names  Pretesting brand and product names in different cultures  Up to 10,000 variations tested  Focus group and survey testing for o Cognitive associations o Pronunciation o Different meanings Causal  Involving gathering evidence o Search for social regularities  Predictions about specific publics, larger groups of voters, or consumers  Not: predictions about individuals- o Always with some chance of error  Findings hold within some margin of error, there’s never absolute certainty  Important distinction: probabilistic vs. deterministic predictions Based on samples in order to make influences  Most (market) research is still based on samples. The goal is to make inferences to o A larger population o Other time periods o Other location/societies Sampling: Probability vs. Nonprobability sampling  Probability Sampling: each element of the population has a o Non zero, Known, Equal chance of being selected o these are the ones to trust Primary  Nonprobability sampling  one of the assumptions of probability sampling is violated  In order to calculate sampling error, use probability sampling techniques Reasons to conduct Research  Data is incredibly valuable for looking forward o Guesses vs. systematic conclusions when making predictions  They help us look back and evaluate o Professors o Campaigns o Football-decision making Reasons to understand research  Obsession with data and analysis is everywhere  We see it in o Politics, sports, TV, Actor movie choices Academic “Basic” Research:  Funded through universities or foundations  Done to answer broader theoretical questions  Conducted by academics Applied “Industry” Research  Funded by corporate/political sponsors  Done to answer a specific, applied question  Conducted by: o Academics o Research departments of larger firms o Market research or consulting companies Primary vs. Secondary Research Primary  Info gathered by the researchers through person to person interaction.  Can be gathered through meetings, interviews, focus groups, surveys Secondary  Info gathered through available literature, publications, broadcast media, and other non human sources  Generally easier to gather than primary Qualitative vs. Quantitative Research  quantitative Methods o numerical and statistical comparisons made possible by systematic survey/polls, experiments o data used to test hypothesis and identify the strength of patterns observed  Qualitative Methods o Descriptions of cultural situations obtained from interviewing, focus groups, participant observation, and collection of oral and textual materials Quantitative Methods  Data Collection o Controlled o Objective o Systematic observations  Data Assessment o Can be reliably measured o Validity can be measured o Interpreted deductively  Outcomes o Description o Understanding o Prediction Qualitative Methods  Data Collection o Uncontrolled o Subjective o Random observations  Data Assessment o Cannot o Validity is assumed o Interpreted inductively  Outcomes o Description o Understanding Qualitative Focus Costs  Interviews are expensive so researchers turn to focus groups o Consist of 5-10 people who are chosen based on their relevance o A guided discussion designed to explore a topic of special interest to the client/researcher Cross Sectional vs. Longitudinal Research  Cross-sectional research research based on a sample drawn at a single point in time  Longitudinal research research based on one or multiple samples, with measurements taken at multiple points in time Ways to use research:  Achieve credibility with management  Define/segment publics  Formulate strategy  Prevent crises  Monitor competition  Generate publicity  Measure success  Test messages The Practical Research Process Client Question  Budget/ Schedule  Conceptualization  Selecting a Research Strategy/ Methodology  Operationalization  Population/ Sampling  Questionnaire Construction


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Jennifer McGill UCSF Med School

"Selling my MCAT study guides and notes has been a great source of side revenue while I'm in school. Some months I'm making over $500! Plus, it makes me happy knowing that I'm helping future med students with their MCAT."

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.