Public Relations Research

Public Relations Research - Methods of Research Controlled...

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Unformatted text preview: Methods of Research Controlled experiment Content analysis Focus groups Secondary analysis Public opinion surveys Focus Groups Characteristics People discussing issues Usually unknown to each other Looks at range and depth of feelings & emotions Won't prove what will work Tells us what WON'T work Uses of Focus Groups Information for formal surveys Followup to surveys Test new ideas or programs Identify decisionmaking process in organizations Identify needs Test messages Focus Group Considerations Number of groups Number of participants per group Securing participants Location for the groups Selecting a moderator Cooperation fees for participants Public Opinion Surveys The language of surveys Parameter Statistic Census Sample Mean Median Mode Types of Samples Nonprobability sample Probability sample Available subjects Judgmental quota Equality in selection Independence is selection Types of Probability Samples Simple random Systematic Stratified Cluster Types of Samples in Terms of What Samples Do Profile Trend Panel Methods of Data Collection Personal interview Telephone Mail Internet Where Do We Get People Lists Random digit dialing Intercepts Evaluation Preparation Adequacy of background information Appropriateness of message Quality of message Evaluation Implementation Number of messages sent to media Number of messages placed in media Number who received the message Number who attended the message Evaluation Impact Number who learned message content Number who changed attitudes & behaviors Number who behave as desired Number who repeat behavior ...
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