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PR Research
- Essential tool for fact & opinion gathering
- Systematic
- Discovers & confirms info
- Planning, collection & analysis
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Research enables us to:
- Link organizations to publics
- Solve new/complex problems
- Build reputation of profession
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Formative Research
Provides data & perspective to guide canpaign creation
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Program Research
Guides the implementation of a program
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Summative Research
Provides data to evaluate success
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Research Obstacles
- Fear of evaluating - time & money constraints
- Fear of evaluation - evidence of failure
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AVE
- Advertising Value Equivalency
- A poor measure of success but still used in the industry
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Research considerations
- Costs vs benefits
- Resources available to conduct/implement it
- Organizational attitude towards research
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Strategic Communication
- Proactive
- Linked to mission, vision, values & goals
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Strategic Planning Pyramid
- Tactics
- Strategies
- Objectives
- Goals
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Mission Statement
Purpose statement of philosophy, why organization exists
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Relevant Publics
Who an issue matters to & why
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Communication Plans
- Strategic
- Addresses an issue
- Solves a problem
- Corrects/improves a situation
- Capitalizes on an opportunity
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Types of Communication Plans
- Awareness
- Information
- Education
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RACE process
- Research
- Analysis
- Communication
- Evaluation
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Situation analysis
Covers the who, what, when, where, why & how of the issue
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Goal
- Conceptual statement, what you plan to achieve
- Sets out symptom & problem
- Identifies relevant public
- Quantifiable
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Objectives
- Short term steps with specific measurements
- Have a realistic, achievable timeline
- They drive evaluation
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Strategies
Focus on how - creative direction of reaching objectives
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Tactics
- Steps to achieve each strategies
- Match media with audience
- Use more than 1 medium
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Research Process
- Business problem/need identified
- Research objectives clearly stated
- Methology/design selected
- Data collected
- Tracking during implementation
- Evaluation of results
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Research Proposal Includes:
- Introduction
- Methodology
- References
- Schedule
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Methodology
- Research strategy
- Method chosen & why
Is driven by objectives, budget & timeline
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Do Secondary Research First To:
- Get background info
- Get stats & demographic info for related issues
- Identify applicable theories
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Secondary Research Pros
- Lower cost
- Saves time
- Helps define the issue
- Eliminates knowledge gaps
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Secondary Research Cons
- May have had a different purpose & be irrelevent
- May not be current
- May not be accurate
- Data you need may not exist
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Internal Secondary Info
Policy, reports, surveys, website, corporate history, financial documents
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External Secondary Info
Media, other websites, lobby groups, complaints
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Primary Research Pros
- Formal
- Accurate
- More credible
- Collected for your specific purpose
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Primary Research Cons
- May be expensive
- Time consuming
- Takes workers away normal duties
- People may not respond
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Primary Sources
- Observation
- Textual analysis
- Surveys
- Interviews
- Experimentation
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Qualitative Data
- Informal
- Tells us why
- Gives rich data & insights
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Quantitative Data
- Formal
- Scientific
- Numerical
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Qualitative Data Examples
- Focus groups
- 1 on 1 interviews
- Town meetings
- Content analysis
- Ethnographic observation
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Qualitative Exploratory Research
- Supports questionnaire design
- Tests product/program
- Tests ads
- Understand perceptions
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Accuracy
Error free data results
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Precision
Results are exact information
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Reliability
Results can be reproduced
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Standard deviation
1.65, 1.96, 2.58
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Normal distribution
90%, 95%, 99%
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Margin of error
Confidence interval X 2
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Dispersion
- How a characteristic is dispersed in a population
- Written as a decimal, adds up to 1.0
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Sample Size Formula
- N = (confidence level/confidence interval)^2
- X % variance of pop
- X % with no variable pop.
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Altering Margin of Error
There is a tradeoff between confidence level & margin of error
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MBO
Management by objectives
- Conceptualization
- Monitoring
- Planning
- Organizing & coordinating
- Administration
- Evaluation
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Uses for Research in Strategic Planning
- Problem identification
- Problem effects/implications
- Strategic direction
- Strategy testing
- Tracking during implementation
- Evaluation
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Stuff to Know about Target Publics
- Demographics
- Psychographics
- Sociographics
- Behaviors
- Communication behaviors
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Communication Behaviors Measures
- Problem recognition
- Constraint recognition
- Level of involvement
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Effective Communication Vehicle Measures
- Credibility
- Reach & Exposure Frequency
- Efficiency
- Control
- Flexibility
- Context
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External Validity
Generalizability of research results
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Internal Validity
Are we measuring what we think we are?
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Face Validity
Researchers examine a research measure to determine whether it appears to measure what they want it to
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Content Validity
Comprehensive nature of research measures, fully captures all aspects of the idea it is supposed to measure
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Predictive/Criterion Validity
Soundness of a research measure when tested against an external standard (eg. Actual performance)
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Research Project Design
- Define research problem
- Review literature
- Develop hypotheses
- Determine method and design project
- Collect data
- Analyze & interpret
- Determine implications
- Replicate studies
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Q Methodology
Research participants sort large numbers of opinion statements and place them in groups along continuums. Researchers then assign numical values to the rankings for statistical analysis.
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