research chapter eight. 8-2 research provides us with ways of knowing beginning and ending of...
TRANSCRIPT
RESEARCH
Chapter Eight
8-2
Research
Provides us with ways of knowing Beginning and ending of programming
R-A-C-EMeasurement, analysis, and evaluation
processContribution to overall business objectives
Program effectiveness and bottom line
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Define Research
Research is the systematic collection and interpretation of information to increase understanding.
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Public relations research must answer the following questions:
How can we identify and define our constituent groups? How does this knowledge relate to the design of our
messages? How does it relate to the design of our programs? How does it relate to the media we use to convey our
messages? How does it relate to the schedule we adopt in using our
media? How does it relate to the ultimate implementation tactics
of our program?
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Before researching, consider…
Knowing when to conduct What needs to be considered With whom What purpose
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Guiding Principles for Setting Standards for Research Clear program objectives and outcomes tied to goals Differentiating between measuring outputs and
outcomes Measuring media content in evaluation Consideration of multiple measurement techniques Consider differences in effectiveness of tools Measurement of overall public relations effectiveness
stems from clearly identified key messages, target audiences, and desired channels of communication.
1997 Institute for Public Relations Research and Education
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Reasons for conducting research stem from the need to: describe a process, situation, or
phenomenon explain why something is happening, its
causes, and what effect it will have predict what probably will happen if we do
or don’t take action.
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Two major types of research
Primary research AppliedTheoretical
Secondary research
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Applied Research
Applied research solves practical problems It can be strategic or evaluative
Strategic research is used for program development to determine objectives, message strategies, or establish benchmarks. Examines tools and techniques.
Evaluative research or summative research to determine whether a program met its goals and objectives. Could be applied to monitor progress.
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Theoretical Research
Used for building theories in public relations work
Provides the foundation, as well as increases understanding of behaviors, opinions, attitudes, and limitations
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Secondary Research
Not original research, used from another source of research and can be applied to your purpose, often used to gather information initially.
Some examples of secondary research are industry trade journals, government information, web sites, informal contacts, public records, census data, and professional organizations.
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Typical Methods of Public Relations Research Observation Surveys Communication audits Unobtrusive measures
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Surveys
Surveys are used to measure attitudes, opinions, behaviors
Two types of surveys are:Descriptive Explanatory
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Descriptive surveys describe a condition or situation—answer “what”
Explanatory surveys explain a condition or situation. These surveys provide information into cause and effect—answer “why”
Descriptive and Explanatory Surveys
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Surveys consist of four elements:
Sample Questionnaire Interview Analysis of results
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Sample
Sample refers to selected target group representative of the total public. In order to select the sample from the population, the following considerations should be made:Data is perishable and dynamic, timing is
everything!Must be conducted with accuracy
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Types of Sampling
Random SamplingEquality and independenceGeneralizations from the sample are made to
the population.
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Sampling continued
Simple random sampling—every person has an equal chance of selection after being identified accurately.
Systematic random sampling Random starting point on
the sample list, with Every n th person selected
Cluster sampling Breaks down population
into homogenous subsets or clusters and cluster is selected
Stratified Random Sampling
Stratified to survey segments of the population
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Nonrandom Samplingis broken down into three types:
1. Convenience
2. Quota
3. Volunteer
-opportunity sample, unstructured, “person on the street”
-chosen for specific characteristics
-agree to volunteer
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Questionnaires
Considerations:Objective of the researchScopePublicsMethod of researchDesign
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Questionnaire Design Elements
Keep it short Use structured questions Measure intensity of
feelings Clear understandable
language No loaded questions Pre-test
No double barreled questions
Letter of intent Hand stamp envelopes
with unique stamps Follow-up post card Send out more
questionnaires than needed
Enclose a reward
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Interviews
Types include one-on-one, panels, including focus groups
Can be conducted in these contexts: face-to-face, telephone, mail, and InternetTypes included in the above categories can
range from Drop Off, Intercept, and Delphi
panels
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Focus Groups
This technique has a moderator which leads the group through a discussion of opinions on a particular product, organization, or idea. Participants are videotaped and analyzed.
Guidelines: Define objectives and
audience Recruit group Choose strong moderator Conduct enough focus group Use a discussion guide Choose proper facilities Observers should be
separated Consider outside help to
arrange and conduct
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Results Analysis
Guidelines Objectives met Validity Reliability Margin of Error Statistical Significance Conducted appropriately and ethically
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Communication Audits
Used to determine communication consistency, effectiveness, validity relationships, and methods.
Analysis of internal and external communication
Would include purpose, objective, scope, subjects, method, analysis, evaluation, and recommendations
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Unobtrusive Methods
Fact-finding from organizational files, publications, biographies, press clippings, media lists, literature, charters, and by-laws
Content Analysis describes a message or set of messages utilizing categories such as frequency of coverage, placement, reach, message conveyed, editing, attitude conveyed
Readability Studies used to determine if the message was written at the right educational level for the audience, utilizing Flesch Formula or FOG or SMOG indexes
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Evaluation
Accountability and responsibility Setting measurable objectives and
achievable outcomes Management commitment Gathering data from the best sources
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Types of Measurable Outcomes
Awareness and Comprehension Measurement
Recall and Retention Measurement Attitude and Preference Measurement Behavior Measurements
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Exercise
As a group assignment, choose an organizational web site, examine this web site, and using the criteria for evaluating web sites at the end of Chapter 8, attempt to answer the questions posed on pg. 201.
Make some recommendations based on your group’s evaluation.