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)
Quantitative research techniques include ___
surveys/polls
Qualitative research techniques include___
field research and observations; content analysis, interviews, focus groups, copy testing, ethnographic techniques
What is the definition of a program plan?
The formal written presentation of research findings and program recommendations for strategy, tactics, and evaluation.
what are the eight basic elements in any PR plan?
situation, objectives, audience, strategy, tactics, calendar/timetable, budget, evaluation.
What are the two major planning methods?
Management by Objective (MBO), and Ketchum Questions.
MBO’s tend to be….
Flexible (good for small or large concepts) and can serve as a planning checklist.
Ketchum questions tend to be…
More business-oriented and include better look at competition
