Research-PRP - – Internet • Market Feedback(Customer...

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Research What do we think we know? What don’t we know? What should we know? Principles of Public Relations  ©  2009  John A. Grasso 1
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RESEARCH The controlled, objective and systematic gathering of information for the purpose of describing and understanding. Principles of Public Relations  ©  2009  John A. Grasso 2
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Research Types Methods Uses Principles of Public Relations  ©  2009  John A. Grasso 3
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Types of Research Formal (Primary) Informal (Secondary) Principles of Public Relations  ©  2009  John A. Grasso 4
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Methods of Research Quantitative Qualitative Principles of Public Relations  ©  2009  John A. Grasso 5
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Uses of Research Formative Evaluative Principles of Public Relations  ©  2009  John A. Grasso 6
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Common Research Tools Focus Groups Face-to-face Mail Secondary Data bases (e.g. Census data) Research Projects (Universities, Think Tanks, Non-profits) Internet
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Unformatted text preview: – Internet • Market Feedback (Customer Service, Trade shows Principles of Public Relations © 2009 John A. Grasso 7 “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, Principles of Public Relations © 2009 John A. Grasso 8 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 Principles of Public Relations © 2009 John A. Grasso 9 Grasso’s Rules of Research • Never be subjective • Always get professionals to do it • Keep the data fresh Principles of Public Relations © 2009 John A. Grasso 10...
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