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04Review - Steps in situation analysis 1 listening to...

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Chapter 4 Review Applied research : seeks solutions to everyday problems. Theoretical research : seeks to test theories or parts of theories. Primary research : when you, someone else in your organization, or a paid consultant collects information to address a specific concern. Secondary research : examining studies that are already published or data that were collected by others. Informal research : research not gathered by scientifically representative probability samples. Formal research : systematic, objective, gathered by scientifically representative probability samples. Focus group : an in-depth interview with 3–20 people. Content analysis : systematic, objective, and quantitative method for analyzing content. Surveys : most common research method, composed of a series of questions used to measure attitudes, knowledge, behavior of respondents. Audits (public relations, communication, social): utilize multiple methods to assess an organization, organization-stakeholder relationships, issues, or policies.
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Unformatted text preview: Steps in situation analysis : 1) listening to stakeholders and stakeseekers; 2) identifying rhetorical problems or opportunities; 3) identifying mutually beneficial outcomes; 4) identifying mutually beneficial objectives; 5) identifying communication style and relationship-development options; and, 6) considering and reconciling ethical and corporate responsibility quandaries. MAPs : markets (an identifiable group that executives believe will want a product or service); audiences (a group that may be interested and could become sufficiently cognitively involved to prefer one competitive product to another or to become attentive to a public-policy issue); publics (individuals that have the authority or capacity to make decisions that affect an organization). Audience segmentation : thinking strategically and rhetorically about what motivates a person’s needs and wants....
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