Lecture 04 Research

Lecture 04 Research - – Internet • Market...

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Public Relations Management 1 Research What do we think we know? What don’t we know? What should we know?
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Public Relations Management 2 RESEARCH The controlled, objective and systematic  gathering of information for the purpose  of describing and understanding.
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Public Relations Management 3 Research Types Methods Uses
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Public Relations Management 4 Types of Research Formal (Primary) Informal (Secondary)
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Public Relations Management 5 Methods of Research Quantitative Qualitative
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Public Relations Management 6 Uses of Research Formative: Before the campaign Evaluative: During and after to measure  success and effectiveness
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Public Relations Management 7 Common Research Tools Focus Groups Face-to-face Mail Secondary Data bases (e.g. Census data) Research Projects (Universities, Think Tanks, Non-profits)
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Unformatted text preview: – Internet • Market Feedback (Customer Service, Trade shows Public Relations Management 8 “Subjective” Research (What we think we know) • Instinctive-Not rational • Attitudinal • Directional • Can’t be projected • Good starting point for quantitative research • Useful for testing concepts, positions, copy, Public Relations Management 9 What PR Professionals need to know about conducting research • When to use it • What kinds to use • How to interpret it • How to translate facts into campaign strategies Public Relations Management 10 Grasso’s Rules of Research • Never be subjective • Always get professionals to do it • Keep the data fresh...
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This note was uploaded on 07/03/2011 for the course PUBLIC POL 101 taught by Professor Dogla during the Spring '11 term at Rutgers.

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Lecture 04 Research - – Internet • Market...

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