Wk4 - BDC917 Public Relations W10 DaveShelton 4166064879...

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Week 4 BDC 917  BDC 917  Public  Public  Relations Relations W10 W10 Dave Shelton Dave Shelton 416 606 4879 416 606 4879 [email protected] [email protected] 1
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Hot Topic Week 4 2
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Week 3 Chapter 5: Chapter 5: Research Research 3 First stage in the PR process.
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Week 3 The general who wins the battle makes many calculations in his temple before the battle is fought. The general who  loses makes but few calculations beforehand. Sun Tzu, The Art of War 4
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Week 3 Overview The importance of research Research techniques Scientific sampling Questionnaire construction Ways of researching respondents 5
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Importance of Research Various types of research can be used to accomplish an organization’s objectives and meet its need for information. The choice of what type of research to use really depends on the particular subject and situation. As always, time and budget are major considerations, as is the perceived importance of the situation. Week 3 6
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Week 3 The Importance of Research Defining the research role. The controlled, Objective, of info… …for the purpose of describing and understanding. 7
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Week 3 Research Techniques Achieve credibility with  management Satisfy ROI Define audiences and segment  publics To tailor messages Formulate strategy What action is required? Prevent crisis (internal  analysis) - 90% of crises are internal  operational problem Monitor the competition Assist in positioning Sway public opinion Build hard information to  support stand Generate publicity polls New home prices Measure success Against objectives 8
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Week 3 Research Techniques Analysis of organizational materials:  archival Library research Online resources www.newswire.ca Content analysis Interviewing Intercept or purposive Focus groups Live or online Copy testing 9
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Importance of Research Week 3 10
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Week 3 Scientific Sampling Random sampling procedures All have equal chance or being selected Appropriate sample size Reliability Acceptable margin of error Varies with objectives 11
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Week 3 Questionnaire Construction 12
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Week 3 Ways of Researching Respondents Mail Questionnaire Advantages: Better control Large areas can be covered economically Inexpensive Large numbers of people can be included Disadvantages: Low response rate 13
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Week 3 Ways of Researching Respondents Telephone Surveys Advantages:
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This note was uploaded on 04/24/2011 for the course BDC 917 taught by Professor Daveshelton during the Winter '11 term at Ryerson.

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Wk4 - BDC917 Public Relations W10 DaveShelton 4166064879...

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