ADPR3510 Ch 1.ppt - Behavioral/ Evaluation Planned...

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Public Relations Research 11
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Role of Research 22 Qualitative or Quantitative? What are we asking? Why are we asking it?
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Why Conduct Public Relations 33 Essential to any campaign or publicity activity Provides feedback on the management of a campaign Provides a baseline from which to judge efficacy of campaigns Helps establish the bottom line and return on investment (ROI)
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Formal (Quantitative) vs. Informal (Qualitative) 44 Quantitative Research Methods Qualitative Research Methods Data Collection Controlled Uncontrolled Objective Subjective Systematic observation Random observation Data Assessment (Measurement) Reliable Unreliable Valid Assumed validity Deductive Inductive Outcome(s) Description Description From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rights reserved.
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Timeline 55 Time Development (Evaluation) Refinement (Evaluation) Final Evaluation Secondar y/ Benchmar k Informational/ Evaluation Motivational/ Evaluation
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Unformatted text preview: Behavioral/ Evaluation Planned benchmarked evaluations From: Primer of Public Relations Research, Second Edition, by Don W. Stacks. Copyright 2011 by The Guilford Press. All rights reserved. Baseline Best Practices in Public Relations (c) Guilford Press, 66 Research methods and procedures should: Be clear & have well-defined research objectives Have a rigorous research design Provide detailed supporting documentation Quality and substance of findings should: Demonstrate effectiveness Link outputs to outcomes Develop better communication programs Demonstrate impact Reliability & Validity, Contd. (c) Guilford Press, 77 Intracoder Reliability 1 coder Usually the researcher Codes the data twice after an appropriate time span Uses special formula or simple correlation Holstis reliability coefficient Cohens kappa Scotts pi...
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This note was uploaded on 09/10/2011 for the course ADPR 3510 taught by Professor Sweetser during the Fall '09 term at University of Georgia Athens.

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ADPR3510 Ch 1.ppt - Behavioral/ Evaluation Planned...

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