RESEARCH

Chapter Eight

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Research

Provides us with ways of knowing Beginning and ending of programming

R-A-C-EMeasurement, analysis, and evaluation

processContribution 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 don’t take action.

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Two major types of research

Primary research AppliedTheoretical

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 surveys describe a condition or situation—answer “what”

Explanatory surveys explain a condition or situation. These surveys provide information into cause and effect—answer “why”

Descriptive and Explanatory Surveys

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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 SamplingEquality and independenceGeneralizations from the sample are made to

the population.

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Sampling continued

Simple random sampling—every 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 researchScopePublicsMethod of researchDesign

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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 InternetTypes 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 group’s evaluation.