CHAPTER 5
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ONE STEP
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QUICK QUIZ
What is...
The systematic collection and
interpretation of information to
increase understanding
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Principles for Public
Relations Research
 Establish clear program objectives
 Differentiate between outputs & outcomes
 Rely on several research techniques
 Public relations effectiveness  advertising
effectiveness
 Measure media content as a first step in evaluation
 Identify key messages, target audiences, &
communication channels
 Link evaluation to overall business goals, strategies, &
tactics
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Research can:

Describe a process, situation, or
phenomenon

Explain why something is happening
 Predict what will probably happen if
we DO or DO NOT take action
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Types of Public Relations Research
Applied Research
Strategic Research
+
Evaluative Research
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Types of Public Relations Research
Theoretical Research
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Abstract
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Conceptual
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What are...
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Surveys
Communication Audits
Unobtrusive Measures
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Reveal Attitudes
Reveal Opinions
Descriptive Surveys or
Explanatory Surveys
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Survey Elements
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Sample
Questionnaire
Interview
Analysis of Results
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
Research Sampling
Simple
Systematic
Random
Sampling
Stratified
Cluster
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
Research Sampling
Convenience
Non-Random
Sampling
Quota
Volunteer
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Questionnaire DOs
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Keep it short
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Measure intensity of feelings
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Use everyday language
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Pretest with colleagues
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Attach an explanatory letter
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Enclose a stamped envelope
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Follow-up on first mailing
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Distribute plenty of questionnaires
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Provide a small reward
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Questionnaire DON’Ts
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Don’t ask open-ended questions
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Don’t ask loaded questions
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Don’t ask dual-answer questions
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QUICK QUIZ

The Interview
What is a focus group?
Moderator leads a group discussion
about specific opinions of interested
people who are paid for their efforts
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QUICK QUIZ

The Interview
What is a difference between
drop-off interviews and Delphi
panels?
Drop-off interviews use face-to-face
interview techniques.
Delphi panels use accepted opinion
leaders.
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QUICK QUIZ
Analyzing Results
In a typical analysis of results what
is the average margin of error?
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Other Research Methods
Communication Audit Unobtrusive Methods
to solve:
 Bottleneck info flow
 Uneven communication
workloads
 Employees working at
cross-purposes
 Hidden info that needs to
be shared
 Conflicting info or
notions
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Content analysis
Readability indexes
Fact-finding
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Reporting back
to Management
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Pre-test
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Monitor On-going Programs
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Post-test
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Research and the...
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Establish objectives
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Determine criteria
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Determine benchmarks
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Select the right measurement tool

compare results to objectives
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Draw actionable conclusions
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www.yahoo.com
www.hotbot.com
www.infoseek.com
www.lycos.com
www.search.com
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