Chapter 4 Notes - o Google Primary Research-Bias •...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 4-Research Where do you go? How do you get there? Start With Research Where we’re going How to get there Future planning Understand your audience Understand the issue Map trends Research is in Every Step Planning: what strategy to use or how to go about it Program Development: test your ideas Evaluation: during and after is this going to be a success Research gives us Knowledge Define your audience Formulate strategy Achieve credibility with your management Monitor competition Sway public opinion Generate publicity Measure success Test messages Primary vs. Secondary Research Primary: research you conduct yourself
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
o Test new messages, surveys Secondary: research that already exists
Background image of page 2
Background image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: o Google Primary Research - -Bias • Question Bias: how you write the question • Courtesy Bias: people tell you what you want to hear • Design Flow: how the survey is designed; filter questions Primary Research- - Methodologies • Focus groups • Intercept interviews • Personal interviews • Telephone surveys • Mail surveys • Internet surveys • Piggy-back surveys • Archival research • Library databases • Internet searches • Content analysis • Copy testing • Experiments • Perception analyzer Secondary Research- - Best Friend • Google • Factiva • Hoovers: research for a company before interviewing them Remember: Good PR is Good Research...
View Full Document

{[ snackBarMessage ]}

Page1 / 3

Chapter 4 Notes - o Google Primary Research-Bias •...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online