chapter 8

chapter 8 - Chapter 8: Research Teaching Perspective...

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Chapter 8: Research Teaching Perspective Chapter 8 discusses a subject of increased importance in public relations— research. As organizational resources become more precious and global competition intensifies, CEOs want to know what they’re getting for their public relations spending; thus, the significance of research. Students are introduced to the principles of research, simple sampling concepts and techniques, as well as the most basic forms of public relations research. The implications of the Web to public relations research are also discussed. The intent here is not to overwhelm students with research methods and mechanics, but rather to reinforce the importance of evaluation techniques in “proving,” or at least supporting, the value of public relations work. Subject of the “Voice of Authority” interview in Chapter 8 is IBM public relations veteran and college professor Jim Fahey. The chapter end case concerns a hypothetical hospital. Among topics discussed in Chapter 8 are: Research as an essential first step. What is research? Principles for public relations research. Types of public relations research. Methods of public relations research. Surveys. The sample. The questionnaire. Interviews. Results analysis. Communications audits. Unobtrusive methods. Evaluation. Measuring public relations outcomes. Research and the Web. Using outside research help. 49
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Speaking of Ethics: Assessing an “Unbiased” Testing Agency Consumer Reports and Consumers Union enjoy a pristine reputation as representing an organization that “can do no wrong.” Consumer Reports is a most respected journal, consulted by everyone from car buyers to banking customers in order to learn which organizations produce the best products, offer the best service, or give the best deal. Normally, Consumers Union is considered above reproach. And when Consumer Reports opines, people listen. But as this case suggests, what you see is not always what you get with this supposedly objective research-testing agency. Of course, there are biases. And the Isuzu complaint—although it ultimately failed in court—should be a reminder that every organization, no matter how scrupulous it appears to be, has an agenda. In this instance,
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This note was uploaded on 04/22/2008 for the course COMM 280 taught by Professor Drex during the Fall '07 term at Drexel.

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chapter 8 - Chapter 8: Research Teaching Perspective...

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