Chapter 5 Flashcards
Research
the systematic gathering of information conducted in a scientific and objective manner
What does research do for us?
- Boost credibility
- help us make positive first impressions
- allow us to do our best work
What are some forms of PR research?
- Focus groups.
- Interviews on perception.
- Social media analysis.
- Experiments.
- Network analysis.
- Media monitoring
what does research allow PR professionals to do?
- Collect information for job-related tasks.
- Analyze audience data.
- Sustain a solid campaign and measure
EBP
Evidence-based practices
audience segmentation
A process of categorizing people in certain groups based off of specific criteria
demographics
Based on data
psychographics
Based on psychological attributes
Outputs
Immediate and direct results
outcomes
More important than outputs because they reflect the behavioural actions of the audience
reliability
The ability to replicate the results of our research
Validity
Whether a measure does what it’s advertised to do
formal research
The scientific method. Identify the problem, gather data, form a hypothesis, and test that hypothesis
How are outputs measured?
By focusing on the number of items produced
how are outcomes measured?
Surveys, questionnaires, focus groups
informal research
Looking for potential ideas to test or implement
qualitative research
Explores in-depth about the quality of something
Ex. Focus groups, and interviews
Quantitative research
Uses formal statistical methods and answers questions of what or how many.
Ex. experiments and surveys.
Mixed methods research
The combination of qualitative and quantitative research
What are some of the best practices for research?
- Understand the ethical expectations for research.
- Align theory, method, and practice together
- Determine the roles and team members in charge
- Invest in the right tools and methods.
- Understand that reporting data and research is just the beginning
SMART criteria
Specific
Measurable
Achievable
Realistic
Time specific
non-public
No connection or desire
Latent public
Share your values and but do not know you
Aware
Share your values and know you but have not acted
Active
Share your values, know you, and have engaged
