Public Relations Research

Public Relations Research - Methods of Research Methods of...

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Unformatted text preview: Methods of Research Methods of Research Controlled experiment Content analysis Secondary analysis Focus groups Public opinion surveys Focus Groups 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 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 Focus Group Considerations Number of groups Number of participants per group Securing participants Location for the groups Cooperation fees for participants Selecting a moderator Public Opinion Surveys Public Opinion Surveys The language of surveys – Parameter – Statistic – Census – Sample – Mean – Median – Mode Types of Samples Types of Samples Non­probability sample – Available subjects – Judgmental – quota Probability sample – Equality in selection – Independence is selection Types of Probability Samples Types of Probability Samples Simple random Systematic Stratified Cluster Types of Samples in Terms of Types of Samples in Terms of What Samples Do Profile Trend Panel Methods of Data Collection Methods of Data Collection Personal interview Telephone Mail Internet Where Do We Get People Where Do We Get People Lists Random digit dialing Intercepts Evaluation Evaluation Preparation – Adequacy of background information – Appropriateness of message – Quality of message Evaluation 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 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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This note was uploaded on 04/09/2012 for the course PUR 3000 taught by Professor Rayburn during the Fall '12 term at Florida State College.

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