***Research***
I- Essential First Step
1- Management today demands more measurement, analysis, and evaluation at every stage of the public relations process
2- Companies don't want to spend money unless it enhances results, public relations programs must contribute to meeting business objectives
3- Research must be applied to help segment market targets
a- Analyze audience preferences and dislikes, and determine which messages might be most effective with various audiences
4- Research should be applied in public relations work both at the initial stage, prior to planning a campaign, and at the final stage to evaluate a program's effectiveness
II- What is research
1- Research is the systematic collection and interpretation of information to increase understanding.
2- A firm must acquire enough accurate, relevant data about its publics, products, and programs
III- Principles of Public Relations Research
1- Seven guiding principles in setting standards for Public Relations research
a- Establishing clear program objectives and desired outcomes
b- Differentiating between measuring public relations outputs and measuring public relations outcomes
c- Measuring media content
d- Understanding that no technique can be expected to evaluate public relations effectively
e- Comparing public relations effectiveness with advertising effectiveness
f- Clearly identified key messages, target audiences, and desired channels
IV- Types of Public Relations Research
1- Applied research
a- Strategic Research
b- Evaluative research
2- Theoretical Research
a- It helps build theories in public relations work about why people communicate, how public opinion is formed, and how a public is created
3- Secondary Research
a- It allows you to examine or read about and learn from someone else's primary research
b- It s also called "desk research," it uses data that have been collected for other purposes than your own
V- Methods of Public Relations Research
1- Surveys
a- Descriptive surveys: offer a snapshot of a current situation or condition
b- Explanatory survey are concerned with cause and effect
c- Surveys consist of four elements: Sample, questionnaire, interview, and analysis of results
2- The Sample
a- Selected target group, must be representative of the total public whose views are sought
3- Random Sampling
a- Two properties are essential (equality and independence)
Equality: means that no element has any greater or lesser chance of being selected.
Independence: means that selecting any one element in no way influences the selection of any other element
b- Simple random sampling: gives to all members of he population an equal chance of being selected
c- Systematic random sampling: is closely related to simple random sampling, but it uses a random starting point in the in the sample list
d- Stratified random sampling: surveying different segments or strata of the population
e- Cluster sampling: involves first breaking the population down into small heterogeneous subsets, or clusters
4- Nonrandom Sampling
a- Convenience samples: designed to elicit ideas and points of view
b- Quota samples: permit the researcher to choose subjects on the basis of certain characteristics
c- Volunteer samples: use willing participants who agree voluntarily to respond to questions
5- The questionnaire
a- Keep it short
b- Use structured rather than open-ended questions
c- Measure intensity of feelings
d- Don't use fancy words or words that have more than one meaning
e- Don't ask loaded questions
f- Don't ask double barreled questions
g- Pretest
h- Attach a letter explaining how important the respondents' answer are, and let recipients know that they will remain anonymous
i- Hand Stamp the envelops, preferably with unique commemorative stamps
j- Follow up your first mailing
k- Send out more questionnaires than you think necessary
l- Enclose a reward
6- Interviews
a- Interviews can provide a more personal, firsthand feel for public opinion
7- Focus Groups: they should be organized with the following guidelines
a- Define your objectives and audience
b- Recruit your groups
c- Choose the right moderator
d- Conduct enough focus groups
e- Use a discussion guide
f- Choose proper facilities
g- Keep a tight rein on observers
h- Consider using outside help
8- Telephone Interviews: telephone interviews suffer from a high refusal rate
9- Mail interviews: suffers from a low response rate
10- Drop-off interviews: it combines face to face and mail interview techniques
11- Intercept Interviews: this approach is popular in consumer surveys
12- Delphi panels: qualitative research tool that uses opinion leaders
13- Internet interviews: it constituent publics via the internet
14- Results analysis
1- Management today demands more measurement, analysis, and evaluation at every stage of the public relations process
2- Companies don't want to spend money unless it enhances results, public relations programs must contribute to meeting business objectives
3- Research must be applied to help segment market targets
a- Analyze audience preferences and dislikes, and determine which messages might be most effective with various audiences
4- Research should be applied in public relations work both at the initial stage, prior to planning a campaign, and at the final stage to evaluate a program's effectiveness
II- What is research
1- Research is the systematic collection and interpretation of information to increase understanding.
2- A firm must acquire enough accurate, relevant data about its publics, products, and programs
III- Principles of Public Relations Research
1- Seven guiding principles in setting standards for Public Relations research
a- Establishing clear program objectives and desired outcomes
b- Differentiating between measuring public relations outputs and measuring public relations outcomes
c- Measuring media content
d- Understanding that no technique can be expected to evaluate public relations effectively
e- Comparing public relations effectiveness with advertising effectiveness
f- Clearly identified key messages, target audiences, and desired channels
IV- Types of Public Relations Research
1- Applied research
a- Strategic Research
b- Evaluative research
2- Theoretical Research
a- It helps build theories in public relations work about why people communicate, how public opinion is formed, and how a public is created
3- Secondary Research
a- It allows you to examine or read about and learn from someone else's primary research
b- It s also called "desk research," it uses data that have been collected for other purposes than your own
V- Methods of Public Relations Research
1- Surveys
a- Descriptive surveys: offer a snapshot of a current situation or condition
b- Explanatory survey are concerned with cause and effect
c- Surveys consist of four elements: Sample, questionnaire, interview, and analysis of results
2- The Sample
a- Selected target group, must be representative of the total public whose views are sought
3- Random Sampling
a- Two properties are essential (equality and independence)
Equality: means that no element has any greater or lesser chance of being selected.
Independence: means that selecting any one element in no way influences the selection of any other element
b- Simple random sampling: gives to all members of he population an equal chance of being selected
c- Systematic random sampling: is closely related to simple random sampling, but it uses a random starting point in the in the sample list
d- Stratified random sampling: surveying different segments or strata of the population
e- Cluster sampling: involves first breaking the population down into small heterogeneous subsets, or clusters
4- Nonrandom Sampling
a- Convenience samples: designed to elicit ideas and points of view
b- Quota samples: permit the researcher to choose subjects on the basis of certain characteristics
c- Volunteer samples: use willing participants who agree voluntarily to respond to questions
5- The questionnaire
a- Keep it short
b- Use structured rather than open-ended questions
c- Measure intensity of feelings
d- Don't use fancy words or words that have more than one meaning
e- Don't ask loaded questions
f- Don't ask double barreled questions
g- Pretest
h- Attach a letter explaining how important the respondents' answer are, and let recipients know that they will remain anonymous
i- Hand Stamp the envelops, preferably with unique commemorative stamps
j- Follow up your first mailing
k- Send out more questionnaires than you think necessary
l- Enclose a reward
6- Interviews
a- Interviews can provide a more personal, firsthand feel for public opinion
7- Focus Groups: they should be organized with the following guidelines
a- Define your objectives and audience
b- Recruit your groups
c- Choose the right moderator
d- Conduct enough focus groups
e- Use a discussion guide
f- Choose proper facilities
g- Keep a tight rein on observers
h- Consider using outside help
8- Telephone Interviews: telephone interviews suffer from a high refusal rate
9- Mail interviews: suffers from a low response rate
10- Drop-off interviews: it combines face to face and mail interview techniques
11- Intercept Interviews: this approach is popular in consumer surveys
12- Delphi panels: qualitative research tool that uses opinion leaders
13- Internet interviews: it constituent publics via the internet
14- Results analysis
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