copyright © 2001, prentice hall, inc. chapter 5. 2copyright ©2001 prentice hall, inc. one step
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Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.
CHAPTER 5CHAPTER 5
2Copyright ©2001 Prentice Hall, Inc.
ONE STEPONE 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
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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
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
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Types of Public Relations ResearchTypes of Public Relations Research
Applied ResearchApplied Research
Strategic ResearchStrategic Research
++Evaluative ResearchEvaluative Research
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Types of Public Relations ResearchTypes of Public Relations Research
Theoretical ResearchTheoretical Research
AbstractAbstract
ConceptualConceptual
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What are...What are...
SurveysSurveys Communication AuditsCommunication Audits Unobtrusive MeasuresUnobtrusive Measures
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Reveal AttitudesReveal Attitudes Reveal OpinionsReveal Opinions
Descriptive SurveysDescriptive Surveys
Explanatory SurveysExplanatory Surveys
oror
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Survey ElementsSurvey Elements
SampleSample QuestionnaireQuestionnaire InterviewInterview Analysis of ResultsAnalysis of Results
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Research SamplingResearch Sampling
Random Sampling
Simple
Systematic
Stratified
Cluster
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Research SamplingResearch Sampling
Non-Random Sampling
Convenience
Quota
Volunteer
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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
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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
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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
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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.
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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
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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
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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
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Pre-testPre-test
Monitor On-going ProgramsMonitor On-going Programs
Post-testPost-test
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Research and the...Research and the...
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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
23Copyright ©2001 Prentice Hall, Inc.
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