5. Research & Program Planning Flashcards
How are research and evaluation related?
Research becomes the basis for the evaluation because only through research do we know how to measure effectiveness.
True or false: Research is careful listening
True
What is the definition of research?
The controlled objective, and systematic gathering of information for the purpose of describing and understanding.
Within the research definition: Controlled meaning…
scientific control( an experiment or observation designed to minimized effects of variables other than a single, independent variable)
Within the research definition: objective meaning…
not influenced by person feelings or opinions
Within the research definition: systematic meaning…
methodical; done by a plan or system
Within the research definition: describing and understanding meaning…
not for action — yet
Research requires ____ and _____.
Validity ; Reliability
Validity
when research measures what it says it will measure
Reliability
when similar results occur if a study is repeated
Research achieves C -Suite PR. What does this mean?
Credibility with management - Pr facts, measurement of success or failure
Research achieves Better PR campaigns. What does this mean?
Defined by publics— better targeting; Strategies–what you know and dont know tells you what messages to send; Testing– messages that are important and resonant (public opinion and publicity)
Research achieves Crisis prevention via ____.
monitoring
Research achieves knowledge about the ______.
competition
What are the four types of research?
quantitative(numerical with larger samples), qualitative(seeking insights), primary(information collected by the researcher), secondary(information collected by someone else)
