Chapter 7, 9 and 16 Flashcards
Secondary Data Resources
I. Simmons Market Research Bureau, Inc.,
provides data on product, brand and media
usage
II. Mediamark Research, Inc. (MRI) provides demographics and media use by product category and brand
III. Standard Rate and Data Service
IV. Nielsen provides demographic data for television programs
V. Arbitron offers demographic breakdowns for radio programs
Simmons and MRI provide what sorts of information?
info on target audiences demographics, media usage, product and brand usage.
Simmons and MRI is information about whom?
the target audience
What does Standard Rate and Data Service Provide?
closing dates, circulation, reach, markets serviced etc.
Cision and Burrell’s/Luce provide what type of information?
Provides information about journalists, names, addresses, telephone numbers, and position titles.
Which type of communication professional would utilize Cision, and Burrell’s?
PR professional??
What type of media does Cision monitor for clients?
Circulation or market location of news organization. Types of stories desired, method of delivery desired.
How would a PR professional use a service like Cision or Burrell’s?
They are essential for tracking the outcome of media relations efforts. Making a media list.
What is in the National PR Pitchbook?
Names addresses, telephone numbers and position tittles, provides a description of the types of stories journalists want.
Informal Research
systematic, not random, non generalizable not intended to represent entire population
Casual Research
Less research, not systematic, general fact finding and info gathering
ex: personal contacts with other professionals, committees, boards, field reports, community forums etc.
Types of informal research
- In depth interviews/intensive interviewing
- Panel studies
- Q Methodology
In depth interviews/intensive interviewing
long period of time
Panel studies
regular scheduled basis to get their input
Q Methodology
rank adjectives to show how it represents their thinking
Types of formal research
Empirical - attitudes can be observed and measured
- Surveys - questionnaires through random sample (descriptive [what it is] and analytical[why it is])
- Experiments - 2 or more groups in order to have a control group
- Content Analysis - random sample, often used to assess news coverage about the organization and its issues
Formal research is based on the testing of what?
formal research involves posing hypotheses based on theory and testing those hypotheses
What is formal research?
data is gathered in a very controlled, structured, systematic and results are meant to be objective and value free. researchers should be able to reproduced results.
What are the two types of surveys?
descriptive [what it is]
analytical [why it is]
What are the two types of experimental settings?
Artificial - done in labs
Natural - field studies done in the natural world
What is coding?
the act of placing units of analysis into content categories that describe the content
