Study Guide 1 test - CHAPTER 1 Public relations practices...

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
CHAPTER 1 Public relations practices should be proactive (they should be brought in before a problem arises) Research has two methodological approaches to data. - Data is observations we make of the world around us via some methodology. o It can be gathered formally or informally. Informal gathering is from the researches hands on experiences. Judged as being good or bad, fitting or non-fitting, appropriate or inappropriate. Found in case study, interview, focus groups, and participant-observation methodology. - Formal methodology is Data that when examined, systematically leads us to a conclusion. o Surveys and polls – and to a lesser degree: experiments. Differences between Formal and Informal research. - Formal research is the controlled, objective, and systematic gathering of data. o It carefully defines “things” under study, o It carefully follows prescribed rules in gathering and assessing data. o We carefully define, gather, and evaluate the data according to prescribed rules that can be reviewed for error. - Informal research is less controlled and subjective o It is not systematic in either gathering or interpreting data. o It relies heavily on the subjective evaluations of the researcher. o Provides an in-depth description and understanding of a particular subject or event. Two basic types of research - Theoretical o Seeks to provide the underlying frame work for the study of public relations. o Laboratory research is testing predicted relationships in as pure a condition as possible. - Applied o Seeks to use theory driven research in business world situations. o Strategic Research is the development of a public relations campaign or program that uses particular theoretical elements. o Evaluation research is used to provide assessments of how well a program or campaign is working. Types of Questions - Questions of Definition: o Most basic question o Defines what we are attempting to observe o Can be answered by either formal or informal methods Formal methods require that the concept be defined objectively and can be used over and over again with similar results It is like a dictionary definition. I nformal methods define the concept as a point in time. It is extremely subjective and not amendable to reuse. - Questions of Fact: o Seek to compare across or between groups o Arise out of questions of definition and are tested quantitatively. o Answer questions dealing with quantity- how much or how many. o Can be verified or refuted by observation. - Questions of Value: o Ask how well or how good something is. o Can be answered either quantitatively or qualitatively Best answered qualitatively (directly asking individuals what they think of the research object and why.) o Both theoretical and applied researchers address the same problem with slightly different approaches One sets the underlying rational (theoretical) Other sees if it can be applied to the real world (applied) - Questions of Policy: o Often ask what should be done o Almost always strategic o
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern