COM317: #Exam 1 Study Guideline
◙ Research
Definition of Public Relations
4 steps of Management Process and the function of research on it
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The differences of “everyday knowing” and “scientific research”
Types of research: Theoretical research vs. applied research
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The meaning of “Conceptualization”
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The meaning of “Operationalization”
Formal vs. Informal research methods (see the table 1 at p. 6)
Triangulation
◙ Management of Research in PR
Continuing cycle of PR (p. 23)
MBO (p. 24)
◙ Ethical Concerns in PR Research
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Read the “Shaw & White” article
PR code of ethics vs. PR research ethics
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Stanley Milgram’s study
Human subject committee and its guidelines
Ethics of data gathering and reporting
◙ Historical and Secondary Research Methods
Library
Primary vs. secondary sources
Documents
◙ Informal Methods
Qualitative vs. Quantitative research
Types of qualitative research
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Read the “Anderson” article
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Recall the Dr. Offen’s lecture
In-depth interview and Focus Group Interview
◙ Case Studies
Advantages vs. Disadvantages
Theory vs. Ground theory
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Read the “King III” article