RESEARCH

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RESEARCH

• Chapter Eight

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Research

• Provides us with ways of knowing
• Beginning and ending of programming
• R-A-C-E
• Measurement, analysis, and evaluation process
• Contribution to overall business objectives
• Program effectiveness and bottom line

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Define Research

• Research is the systematic collection and
  interpretation of information to increase
  understanding.

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Public relations research must answer the
following questions

• How can we identify and define our constituent
  groups?
• How does this knowledge relate to the design of
  our messages?
• How does it relate to the design of our programs?
• How does it relate to the media we use to convey
  our messages?
• How does it relate to the schedule we adopt in
  using our media?
• How does it relate to the ultimate implementation
  tactics of our program?

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Before researching, consider

• Knowing when to conduct
• What needs to be considered
• With whom
• What purpose

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Guiding Principles for Setting Standards for
Research

• Clear program objectives and outcomes tied to
  goals
• Differentiating between measuring outputs and
  outcomes
• Measuring media content in evaluation
• Consideration of multiple measurement techniques
• Consider differences in effectiveness of tools
• Measurement of overall public relations
  effectiveness stems from clearly identified key
  messages, target audiences, and desired channels
  of communication.
• 1997 Institute for Public Relations Research and
  Education

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Reasons for conducting research stem from the
need to

• describe a process, situation, or phenomenon
• explain why something is happening, its causes,
  and what effect it will have
• predict what probably will happen if we do or
  dont take action.

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Two major types of research

• Primary research
• Applied
• Theoretical
• Secondary research

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Applied Research

• Applied research solves practical problems
• It can be strategic or evaluative
• Strategic research is used for program
  development to determine objectives, message
  strategies, or establish benchmarks. Examines
  tools and techniques.
• Evaluative research or summative research to
  determine whether a program met its goals and
  objectives. Could be applied to monitor progress.

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Theoretical Research

• Used for building theories in public relations
  work
• Provides the foundation, as well as increases
  understanding of behaviors, opinions, attitudes,
  and limitations

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Secondary Research

• Not original research, used from another source
  of research and can be applied to your purpose,
  often used to gather information initially.
• Some examples of secondary research are industry
  trade journals, government information, web
  sites, informal contacts, public records, census
  data, and professional organizations.

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Typical Methods of Public Relations Research

• Observation
• Surveys
• Communication audits
• Unobtrusive measures

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Surveys

• Surveys are used to measure attitudes, opinions,
  behaviors
• Two types of surveys are
• Descriptive
• Explanatory

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Descriptive and Explanatory Surveys

• Descriptive surveys describe a condition or
  situationanswer what
• Explanatory surveys explain a condition or
  situation. These surveys provide information
  into cause and effectanswer why

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Surveys consist of four elements

• Sample
• Questionnaire
• Interview
• Analysis of results

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Sample

• Sample refers to selected target group
  representative of the total public. In order to
  select the sample from the population, the
  following considerations should be made
• Data is perishable and dynamic, timing is
  everything!
• Must be conducted with accuracy

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Types of Sampling

• Random Sampling
• Equality and independence
• Generalizations from the sample are made to the
  population.

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Sampling continued

• Simple random samplingevery person has an equal
  chance of selection after being identified
  accurately.
• Systematic random sampling
• Random starting point on the sample list, with
• Every n th person selected

• Cluster sampling
• Breaks down population into homogenous subsets or
  clusters and cluster is selected
• Stratified Random Sampling
• Stratified to survey segments of the population

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Nonrandom Samplingis broken down into three
types

• 1. Convenience
• 2. Quota
• 3. Volunteer

• -opportunity sample, unstructured, person on
  the street
• -chosen for specific characteristics
• -agree to volunteer

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Questionnaires

• Considerations
• Objective of the research
• Scope
• Publics
• Method of research
• Design

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Questionnaire Design Elements

• Keep it short
• Use structured questions
• Measure intensity of feelings
• Clear understandable language
• No loaded questions
• Pre-test

• No double barreled questions
• Letter of intent
• Hand stamp envelopes with unique stamps
• Follow-up post card
• Send out more questionnaires than needed
• Enclose a reward

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Interviews

• Types include one-on-one, panels, including focus
  groups
• Can be conducted in these contexts face-to-face,
  telephone, mail, and Internet
• Types included in the above categories can range
  from Drop Off, Intercept, and Delphi
• panels

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Focus Groups

• This technique has a moderator which leads the
  group through a discussion of opinions on a
  particular product, organization, or idea.
  Participants are videotaped and analyzed.

• Guidelines
• Define objectives and audience
• Recruit group
• Choose strong moderator
• Conduct enough focus group
• Use a discussion guide
• Choose proper facilities
• Observers should be separated
• Consider outside help to arrange and conduct

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Results Analysis

• Guidelines
• Objectives met
• Validity
• Reliability
• Margin of Error
• Statistical Significance
• Conducted appropriately and ethically

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Communication Audits

• Used to determine communication consistency,
  effectiveness, validity relationships, and
  methods.
• Analysis of internal and external communication
• Would include purpose, objective, scope,
  subjects, method, analysis, evaluation, and
  recommendations

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Unobtrusive Methods

• Fact-finding from organizational files,
  publications, biographies, press clippings, media
  lists, literature, charters, and by-laws
• Content Analysis describes a message or set of
  messages utilizing categories such as frequency
  of coverage, placement, reach, message conveyed,
  editing, attitude conveyed
• Readability Studies used to determine if the
  message was written at the right educational
  level for the audience, utilizing Flesch Formula
  or FOG or SMOG indexes

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Evaluation

• Accountability and responsibility
• Setting measurable objectives and achievable
  outcomes
• Management commitment
• Gathering data from the best sources

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Types of Measurable Outcomes

• Awareness and Comprehension Measurement
• Recall and Retention Measurement
• Attitude and Preference Measurement
• Behavior Measurements

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Exercise

• As a group assignment, choose an organizational
  web site, examine this web site, and using the
  criteria for evaluating web sites at the end of
  Chapter 8, attempt to answer the questions posed
  on pg. 201.
• Make some recommendations based on your groups
  evaluation.