ADPR3510 Ch 1 Notes

ADPR3510 Ch 1 Notes - ADPR3510 Chapter 1 Formal research:...

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ADPR3510 Chapter 1 Formal research: systematic gathering, analyzing, and evaluating of data via some methodology (qualitative and quantitative) Informal research: observing of people, events or objects or interest as they occur (typically through qualitative methods) ROPE: Research, Objectives, Program, Evaluation RACE: Research, Action, Communication, Evaluation Cutlip, Center, and Broom’s four-step process: Define PR problems, Planning and Programming, Taking Action and Communicating, Evaluating the program Without research, cannot demonstrate the efficacy of your program PR Research used to: monitor and track, measure and assess, evaluate Programmatic Approach to measurement and evaluation: 3 types of research: 1. Informative: effectiveness of the transmittal and reception of messages 2. Affective: influence of those messages 3. Behavioral: intended action on those message on the target audience Research data 1. Qualitative: subjective Uncontrolled Random observation Can’t measure reliably
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ADPR3510 Ch 1 Notes - ADPR3510 Chapter 1 Formal research:...

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