L5A PPT on Research

L5A PPT on Research - PR Research: Formal, Primary and...

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Comm. 483 February 22, 2011 Lecture 5A PR Research: Formal, Primary and Structured Methodolgies
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DEPARTMENT OF COMMUNICATION PR Research Research IS the systematic gathering of information. that better describes the problem, and checks out our assumptions on the publics, public opinion, and possible consequences
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DEPARTMENT OF COMMUNICATION Research Formal Research Objective Valid Reliable Generalizable Scientific Method designed to explain or predict observable phenomena.
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DEPARTMENT OF COMMUNICATION PR Research Informal Research is everything else unique each time it's conducted. data gathered from for your organization expressly for this problem can and should be thoughtfully/ systematically collected and analyzed
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DEPARTMENT OF COMMUNICATION Structured Methodologies Frequently used in PR: formal or informal Surveys Intercept Random Sample Omnibus Content Analysis Copy Testing
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DEPARTMENT OF COMMUNICATION Focus Groups Primary Qualitative Informal
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DEPARTMENT OF COMMUNICATION Focus Groups Focus Groups gauge Depth of Feeling Insight into WHY people feel the way they do Use Focus Groups -- as a pre-test for creative ideas -- in conjunction with surveys -- to test messages -- to learn how people make decisions/openness to information
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DEPARTMENT OF COMMUNICATION Focus Groups Format 8-15 people Representative of your sample Who are comfortable with each other Professional or impartial moderator Coordinator and notetaker Neutral venue 1-3 hours
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DEPARTMENT OF COMMUNICATION Focus Groups Questions: More open-ended to probe. Warm up question; easy, factual question like: how many of you are in college? Give participants a chance to introduce new topics Avoid confrontational questions Try to involve all participants
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DEPARTMENT OF COMMUNICATION Focus Groups Advantages: Flexible Can be used with surveys Relatively quick and inexpensive $3,000 to $10,000 per session Multiple venues Offices to parks
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DEPARTMENT OF COMMUNICATION Focus Groups Limitations: Group think. Views that may not apply to population Not reliable or valid Sample isn’t big enough Easy to misinterpret results Take care in “confrontational” situations or issues
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DEPARTMENT OF COMMUNICATION Content Analysis Systematically reviewing materials tomeasure, codify and analyze them Primary Formal or informal Formal if impartial, rigorous analysis Qualitative and quantitative
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Content Analysis Process: Select what you want to be analyzed Total number of items that could be included. Select a sample (or all) to be analyzed
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L5A PPT on Research - PR Research: Formal, Primary and...

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