Ch 5 Flashcards
Why is research critical?
necessary for understanding client + public needs
helps achieve credibility w. management
define audiences + segment publics
formulate strategies, test messages
Define research
The first step in a PR campaign
identifies client, problem, audiences
controlled, objective, and systematic gathering of info for the purpose of describing + understanding
What are some preliminary questions that you should ask to formulate your research design?
what is the real problem
what kind of info is needed
how will results be used
what publics should be researched
What is secondary research
use of existing research
less $$$
What are archival materials
review of internal + external materials of an org
What is SEO
search engine optimization, increases online visibility of the org using best key words
What is primary research
Collect new + original info generated through a research design
more $$$
ex: surveys, interviews
What are some research types
Qualitative
Quantitative
What is qualitative research
ex: interviews, focus groups, ethnographic tech, copy testing
- non numerical data
Describe interviews as a qualitative approach
intercept are short interviews (convenient polls)
purposive are more in depth, over 30 min
Describe focus group as a qualitative approach
8-12 participants, one moderator
Describe ethnographic tech as a qualitative approach
going to natural environment of a culture to investigate stakeholders experience, perception, and attitudes
What is copy testing as a qualitative approach
test readability of messages
What is quantitative research
uses numbers
ex: random/ probability sampling
quota sampling
survey
experiment
panel studies
Describe random/ probability sampling as a quantitative approach
everyone in target audience has an = chance of participating
Describe quota sampling as a quantitative approach
draw a random sample that matches the characteristic of audience
1000-1500 for national
250-500 usually accurate
Describe survey as a quantitative approach
telephone, less effective than face to face, more $$ than mail but less intrusive
mail: control over recipients, covers larger areas, economical but low response rate
What approach do PR usually use
qualitative research
What are the elements of a questionnaire design
goes through multiple drafts
decide info needed
state objectives
who are recipients + size of sample
avoid biased writing
simple wording
GUARANTEE ANONIMITY
less than 25?
What are elements of telephone surveys?
less expensive than face to face
more $ than mail+ online surveys
generate lots of info + quick response
difficult getting al #’s
