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Chapter 8 Post - Research Chapter8 Research Planning/Ac3on...

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1 Research Chapter 8 The Public Rela3ons Process Research Planning/Ac3on Communica3on Evalua3on Research Research is the systema3c collec3on and interpreta3on of informa3on to increase understanding Page 144 Research Research is the controlled, objec-ve, and systema-c gathering of informa3on for the purpose of describing and understanding Evalua3on Evalua3on is the systema3c assessment of a program and its results Measurement of results against objec3ves Key ‐ accountability Research – Why Do We Use? Research conducted to do: 1. Describe a process 2. Explain why something happened 3. Predict what will probably happen
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2 Research – Why Do We Use? Research conducted to do: 1. Describe a process 2. Explain why something happened 3. Predict what will probably happen Research Types p. 146 Applied (Primary) Strategic – develop program objec3ves Evalua3ve – to find if program goals were accomplished Theore3cal (academic) Conceptual and builds theories Secondary Developed by someone else Basic types of research in public rela3ons Primary (applied) Secondary
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