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Copyright Copyright © 2001, Prentice Hall, © 2001, Prentice Hall, Inc. Inc. CHAPTER 5

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Page 1: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 5CHAPTER 5

Page 2: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

2Copyright ©2001 Prentice Hall, Inc.

ONE STEPONE STEP

Page 3: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

3Copyright ©2001 Prentice Hall, Inc.

QUICK QUIZQUICK QUIZ

What is...What is...

The systematic collection and interpretation of information to increase understanding

The systematic collection and interpretation of information to increase understanding

Page 4: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

4Copyright ©2001 Prentice Hall, Inc.

Principles for PublicPrinciples for PublicRelations ResearchRelations Research

Establish clear program objectivesEstablish clear program objectives Differentiate between Differentiate between outputsoutputs & & outcomesoutcomes Rely on several research techniquesRely on several research techniques Public relations effectiveness Public relations effectiveness advertising advertising

effectivenesseffectiveness Measure media content as a first step in evaluationMeasure media content as a first step in evaluation Identify key messages, target audiences, & Identify key messages, target audiences, &

communication channelscommunication channels Link evaluation to overall business goals, strategies, & Link evaluation to overall business goals, strategies, &

tacticstactics

Page 5: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

5Copyright ©2001 Prentice Hall, Inc.

Research can:Research can:

Describe a process, situation, or Describe a process, situation, or phenomenonphenomenon

Explain why something is happeningExplain why something is happening

Predict what will probably happen if Predict what will probably happen if we we DODO or or DO NOTDO NOT take action take action

Page 6: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

6Copyright ©2001 Prentice Hall, Inc.

Types of Public Relations ResearchTypes of Public Relations Research

Applied ResearchApplied Research

Strategic ResearchStrategic Research

++Evaluative ResearchEvaluative Research

Page 7: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

7Copyright ©2001 Prentice Hall, Inc.

Types of Public Relations ResearchTypes of Public Relations Research

Theoretical ResearchTheoretical Research

AbstractAbstract

ConceptualConceptual

Page 8: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

8Copyright ©2001 Prentice Hall, Inc.

What are...What are...

SurveysSurveys Communication AuditsCommunication Audits Unobtrusive MeasuresUnobtrusive Measures

Page 9: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

9Copyright ©2001 Prentice Hall, Inc.

Reveal AttitudesReveal Attitudes Reveal OpinionsReveal Opinions

Descriptive SurveysDescriptive Surveys

Explanatory SurveysExplanatory Surveys

oror

Page 10: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

10Copyright ©2001 Prentice Hall, Inc.

Survey ElementsSurvey Elements

SampleSample QuestionnaireQuestionnaire InterviewInterview Analysis of ResultsAnalysis of Results

Page 11: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

11Copyright ©2001 Prentice Hall, Inc.

Research SamplingResearch Sampling

Random Sampling

Simple

Systematic

Stratified

Cluster

Page 12: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

12Copyright ©2001 Prentice Hall, Inc.

Research SamplingResearch Sampling

Non-Random Sampling

Convenience

Quota

Volunteer

Page 13: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

13Copyright ©2001 Prentice Hall, Inc.

Keep it shortKeep it short Measure intensity of feelingsMeasure intensity of feelings Use everyday languageUse everyday language Pretest with colleaguesPretest with colleagues Attach an explanatory letterAttach an explanatory letter Enclose a stamped envelopeEnclose a stamped envelope Follow-up on first mailingFollow-up on first mailing Distribute plenty of questionnairesDistribute plenty of questionnaires Provide a small rewardProvide a small reward

Questionnaire DOsQuestionnaire DOs

Page 14: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

14Copyright ©2001 Prentice Hall, Inc.

Questionnaire DON’TsQuestionnaire DON’Ts

Don’t ask open-ended questionsDon’t ask open-ended questions

Don’t ask loaded questionsDon’t ask loaded questions

Don’t ask dual-answer questionsDon’t ask dual-answer questions

Page 15: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

15Copyright ©2001 Prentice Hall, Inc.

What is a focus group?What is a focus group?

The InterviewThe InterviewQUICK QUIZQUICK QUIZ

Moderator leads a group discussion Moderator leads a group discussion about specific opinions of interested about specific opinions of interested people who are paid for their effortspeople who are paid for their efforts

Page 16: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

16Copyright ©2001 Prentice Hall, Inc.

What is a difference between What is a difference between drop-off interviews and Delphi drop-off interviews and Delphi panels?panels?

The InterviewThe InterviewQUICK QUIZQUICK QUIZ

Drop-off interviews use face-to-face Drop-off interviews use face-to-face interview techniques.interview techniques.

Delphi panels use accepted opinion Delphi panels use accepted opinion leaders.leaders.

Page 17: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

17Copyright ©2001 Prentice Hall, Inc.

In a typical analysis of results what In a typical analysis of results what is the average margin of error?is the average margin of error?

Analyzing ResultsAnalyzing ResultsQUICK QUIZQUICK QUIZ

Page 18: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

18Copyright ©2001 Prentice Hall, Inc.

Other Research MethodsOther Research Methods

Communication AuditCommunication Audit Unobtrusive MethodsUnobtrusive Methodsto solve: Bottleneck info flow Uneven communication

workloads Employees working at

cross-purposes Hidden info that needs to

be shared Conflicting info or

notions

Content analysis Readability indexes Fact-finding

Page 19: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

19Copyright ©2001 Prentice Hall, Inc.

Reporting backReporting backto Managementto Management

Secu

ring

Man

agem

ent

Secu

ring

Man

agem

ent

Com

mitm

ent

Com

mitm

ent

Determ

ining best way

Determ

ining best way

to Gather D

ata

to Gather D

ata

Setting up M

easurable

Setting up M

easurable

Program Objectives

Program ObjectivesSelecting Appropriate

Selecting Appropriate

Outcomes

Outcomes

Page 20: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

20Copyright ©2001 Prentice Hall, Inc.

Pre-testPre-test

Monitor On-going ProgramsMonitor On-going Programs

Post-testPost-test

Page 21: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

21Copyright ©2001 Prentice Hall, Inc.

Research and the...Research and the...

Page 22: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

22Copyright ©2001 Prentice Hall, Inc.

Establish objectivesEstablish objectives

Determine criteriaDetermine criteria

Determine benchmarksDetermine benchmarks

Select the right measurement toolSelect the right measurement tool

compare results to objectivescompare results to objectives

Draw actionable conclusionsDraw actionable conclusions

Page 23: Copyright © 2001, Prentice Hall, Inc. CHAPTER 5. 2Copyright ©2001 Prentice Hall, Inc. ONE STEP

23Copyright ©2001 Prentice Hall, Inc.

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