Chapter 8 post

Chapter 8 post - Research Chapter8 ThePublicRela3onsProcess...

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Unformatted text preview: Research Chapter8 ThePublicRela3onsProcess Research Planning/Ac3on Communica3on Evalua3on CommonThemesinChapter8 Research Evalua3on Research Researchisthecontrolled,objec3ve,and systema3cgatheringofinforma3onforthe purposeofdescribingandunderstanding Evalua3on Evalua3onisthesystema3cassessmentofa programanditsresults Measurementofresultsagainstobjec3ves Keyaccountability ResearchWhyDoWeUse? Researchconductedtodo: 1. Describeaprocess 2. Explainwhysomethinghappened 3. Predictwhatwillprobablyhappen p.151 1 ResearchasaTool Achievecredibilitywithmanagement Managementwantsfacts ResearchTypes Applied(Primary) Strategicdevelopprogramobjec3ves Evalua3vetofindifprogramgoalswere accomplished Defineaudiencesegments Demographics,lifestyles Testmessages Whatmessageisbest,wording Monitorthecompe33on Keepingtrackofcompe33on Theore3cal Conceptualandbuildstheories Swaypublicopinion Factstounderstandvarioussitua3ons Secondary Developedbysomeoneelsep.151 Basictypesofresearchinpublicrela3ons Primary(applied) Secondary Primarynewresearch Polls Surveys ResearchMethods Secondarymaterialsgeneratedbyothers Publishedmaterials,records Publicrecords Onlinedatabases Journals,newspapers Advantageinexpensive Surveys RevealaZtudesandopinions Communica3onAudits ToassesperformanceHowarewedoing? Unobtrusivemeasures Datacollec3oncontentanalysis 2 Survey FourElementsofasurvey 1. Sample Representa3veofthetotalpublicused Survey Samplesegmentofthepopula3on Nonprobabilitysampling Noequalchanceofselec3on Nonscien3fic,informal 2. Ques3onnaire Thesurveyinstrument 3. Interview Personal,firsthandfeel Probabilitysampling Equalchanceofbeingselected Scien3fic 4. Analysisofresults Analyzethefindings,validandreliable RandomSampling Simple Allmembersanequalchance FocusGroup:ATypeofSurvey FocusGroups Informalresearchmethod Notrepresenta3veofanypublic Basicallyinexpensive Systema3c EveryNthpersononalist Stra3fied Surveydifferentsegmentsofthepopula3on Cluster Smallsubsets,geographicregions SurveyWebBasedResearch FocusGroup Approximately812people Moderatorskilledininterviewing Observethesession Discussopinions,problems,needs Limitdiscussionto6090minutes In3macyclosertogether Precisionmoredetailedanswers Timelinessimmediate Costreducedcosts 3 Polls Useofsta3s3cs Facts Demographics Understandingpublicopinion Communica3onAudits Theevalua3onoftheen3recommunica3on ac3vityofanorganiza3on Analysisofallcommunica3onac3vi3es Informalinterviewswithmanagementand employees Informalinterviewswithvariousstakeholders; media,communityleaders,influen3alpersonsin theindustry UnobtrusiveMethods Factfinding Contentanalysis Secondaryresearch FiveWaysToAskQues3ons SurveyQues3ons FiveWaysToAskQues3ons Con3ngencyques3ons Con3ngentuponearlierques3on FiveWaysToAskQues3ons Openendedques3ons Nosetrangeofanswers,fillintheblank Dichotomousques3ons Eitherorques3ons,true/false Closedendedques3ons Possibleanswersareclearlydefined Ra3ngscaleques3ons Measurerangeordegree,ra3ngscale 4 Evalua3on Measurementofproduc3on Measurementofmessageexposure Measurementofaudienceawareness MeasurementofaudienceaZtudes Measurementofaudienceac3on MeasurementofProduc3on Howmuchmaterialproduced? Newsreleases Featurestories Howmuchmaterialwasdistributed? Newsreleasestohowmanynewssources Annualreportnumbers MeasurementofMessageExposure Numberofplacementsandwhere HitsontheInternet Adver3singequivalency Requestsand800numbers Costperperson Audienceajendance MeasurementofAudienceAwareness Measurewhetherthetargetaudience Receivedthemessage Paidajen3ontothemessage Understoodthemessage Retainedthemessageinanyshapeofform MeasurementofAudienceAZtudes AudienceaZtudesandopinionsbefore, duringandakerapublicrela3onscampaign Baselinestudyshowsthepercentage differencesinaZtudesasaresultofthe campaign MeasurementofAudienceAc3on Achieveorganiza3onalobjec3ves Ajendevents Productssold Fundsraised Legisla3onpassed 5 ...
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