Test 1 Flashcards
Preliminary fact finding includes the ______ ____ and ____ _____
Initial interview and archival research
What does PIE stand for
Planning, implementation, evaluation
Preliminary fact finding is followed by at least one form of _____ _____
Secondary research
Looking back on what they’ve already done
Archival research
These are newsletters, annual reports, other publications
External documents
These are memoranda, board meeting minutes, and summaries of previous campaigns,
Internal documents
Gathering research that has been conducted/published elsewhere
Secondary research
Same information provided through state and federal government
Government sources
The science of grouping individuals by characteristics over which individuals have little or no control, such as age, gender, race, ethnicity
Demographics
The science or grouping individuals together by their lifestyle choices Over which they do have control, such as levels of education, occupation, income, housing choice, marital status, family size
Pyschographics
50 and over
Seniors
80 and older
Elderly
Born in the 1950s/early 1960s
Baby boomers
Thirty-something’s born in mid 1960s/ early 1970s
Mid lifers
Twenty something’s, typically children of early baby boomers
Generation X
Children of late baby boomers, mostly teens and preteens
Generation Y
Audiences that can be reached through affiliation
Prepackaged
Chosen to provide all information from key audiences- surveys, questionnaires, focus groups, field trips, observations
Primary research method
Questions raised by the background research that will be answered on the primary research
Research objectives
Consumer habits and purchasing decisions, media habits, attitudes beliefs and opinions, existing knowledge are the broad categories for what
Research objectives
Free to anyone
Traditional news sources
Available by subscription
Specialized sources
After all the background research information is gathered, the preliminary fact finding should be combined in a background _____ ____
Research summary
This can help an organization spend its resources wisely and avoid spending them addressing non-existent issues
Research
There are 2 general categories of research that public relations professionals deal with:
Qualitative and quantitative
Cost and speed, opportunity for probing breadth and depth of responses, effectiveness with special audiences, visual stimuli, sense of security, and serendipity and spontaneity are all advantages of what
Qualitative
The person gathering the information becomes an active or passive participant in the activity being studied, similarly to working undercover
Field observations
Allows the researcher to closely watch the consumer as they interact with the product or exhibit other behaviors
Direct consumer observations
A research technique that involves smiling confidential surveys in multiply cycles
Delphi study
One in which questions are asked on a varsity of topics (tobacco)
Omnibus survey
Allows the respondents to choose their own adjectives or adverbs
Open-ended objectives
Provide to the respondents a list or responses such as adjectives and adverbs from which life to choose
Close-ended questions
Research questions that ask for factual inform won
Demographic/psychographic questions
Ask for opinions
Substantive
A survey question with only two possible answers
Dichotomous questions
Questions that are followed by a list of three or more possible responses
Multiple-choice questions
Research questions that ask the respondent to choose from a list of possible answers that moves upward or downward from a natural Zero point
Barometer scale questions
Research questions that ask respondents to choose tenor answers from a list that includes extremes and various degrees between
Likert scale questions
Research questions that ask respondents to rank order items from a list, such as first preference and second
Ranking scale questions
A research question that contains the error of including more than one question combined to ask for one answer
Double-barrel questions
As scientific study of the media coverage of a topic or issue
Content analysis
- Defined the purpose of study
- Define the communication to be studied
- Define the coding categories to be counted
- Sample and categorize the message
- Analyze and interpret the results
These are 5 steps in the process of content analysis
General outcome of a campaign
Goals
The information you want your audience to know
Informational objectives
What you want your audiences to do
Motivational objectives
Influencing the policy decisions of governmental bodies
Statutory objectives
Increase in product sales for a profit making company
Financial objectives
Objectives should be ___ ____. ____
Realistic, clearly defined, and measurable
Basic ideas you want your audience to remember
Messages
Overarching ideas that relate to all your audiences on I’ve performance
Themes
Categories of communication tactics used to reach audiences
Communication channels
Overall concept, approach, or plan for the performs
Strategies
Print, brochures, news media, advertising
Media channels
Events, community involvement, direct mail
Non-media channels
Email, blogs, internet, social media
Interactive media channels
Factors to be considered
Who the client is, who the Audiences are, time available
Advantages of news media
Credibility, low cost, handles complex material, permanence
Drawbacks of newspapers
Control of message is lost,lack of appeal to the youth, skepticism
Advantages of magazines
Ability to target specific audiences, editors look more favorably at publicity materials,
