1. Chapter Eight: Research Comm 106-001 Instructor: Tara Berson Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-1

2. Do Your Homework: Research! Research is the natural starting point for any public relations initiative. Managers want results and proof of performance. Clients are less interested in what we think than what we know. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-2

3. Essential first step Although instinct and intuition are important, they’re no way to begin a public relations campaign. Managers want proof: they demand measurement, analysis and evaluation at every stage of the public relations process. In an era of scarce resources, money can’t be spent unless it contributes to bottom-line business objectives. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-3

4. What is research? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-4 This early example of research depicts the return of biblical scouts sent by Moses to explore the land of Canann. Failure to interpret their data correctly caused them to wander in the desert for 40 years! Research is the systematic collection and interpretation of information to increase understanding.

5. Key research questions: How can we identify and define constituent groups? How does this knowledge relate to message design? How does it relate to the design of our programs? How does it relate to how the media we use? How does it relate to the media schedule we adopt? How does it relate to implementation of tactics? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-5

6. The real research challenge When to do what? With whom? For what purpose? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-6

7. Principles for public relations 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 Considering differences in tools’ effectiveness. Measurement stems from clearly identified key messages, target audiences and channels of communication. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-7 -- The Institute for Public Relations Research and Education

8. Types of public relations research In general, research is conducted to: Describe a process, situation, or phenomenon. Explain why something is happening, its causes, and what effect it will have. Predict what may happen if we do or do not take action. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-8

9. Types of public relations research… Applied research Theoretical research Secondary research Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall8-9

10. Secondary research Online databases Industry trade journals Government Informal contacts Published company accounts Business libraries Professional organizations Omnibus surveys Census data Public records Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 10 This type of research utilizes data collected by someone else. Examples of sources include:

11. Methods of public relations research Surveys Communications audits Unobtrusive measures Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 11

12. Surveys This is one of the most frequently used research methods in public relations. Surveys can be applied to broad societal issues or more focused issues. Surveys come in two types: ◦ Descriptive ◦ Explanatory Most survey research is now done online. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 12

13. Surveys consist of four elements: Sample Questionnaire Interview Results analysis Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 13

14. The sample The sample, or selected target group, must be representative of the total public. Always remember: ◦ Sampling is tricky, and must be conducted with accuracy. ◦ Data is perishable and dynamic, so sampling must be completed quickly. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 14

15. Types of sampling… Random Sampling Keys: ◦ Equality: every element has an equal chance of selection. ◦ Independence: selection of one element does not influence the selection of others. Generalizations from the sample are made to the population. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 15

16. Types of sampling… Nonrandom Sampling This is broken down into three types: Convenience samples: ◦ Accidental, chunk or opportunity samples; unstructured and unsystematic. Quota samples: ◦ The researcher chooses subjects based on specific characteristics. Volunteer samples: ◦ Utilizes willing participants who agree to respond. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 16

17. The questionnaire Before creating a questionnaire, carefully consider: Research objective Scope Publics Research method Design Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 17

18. The questionnaire Keep it short Use structured questions Measure intensity of feelings Use clear language No loaded questions No double-barreled questions Pretest Attach letter of explanation Hand-stamp envelopes with unique stamps Follow-up post card Send out more questionnaires than needed Enclose a reward Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 18

19. Interviews Interviews can provide a more personal, firsthand feel. They can be done in person, by phone or mail, or online. Formats include: ◦ focus groups ◦ telephone interviews ◦ e-mail interviews ◦ drop-off interviews ◦ intercept interviews ◦ Delphi panels ◦ Internet interviews Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 19

20. Results analysis This is a key step in order to make meaningful recommendations. Always ask: Were the results both valid and reliable? What is the margin of error? Were the results statistically significant? Was the study conducted appropriately and ethically? Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 20

21. Evaluation Successful evaluation depends on: setting measurable program objectives. securing management commitment. determining the best way to gather data. reporting back to management. selecting the most appropriate outcomes. Accountability is the key word. Resources are limited, and management expects it. Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 21

22. Measuring public relations outcomes Four common tools: 1. Awareness and comprehension measurement 2. Recall and retention measurement 3. Attitude and preference measurement 4. Behavior measurements Copyright © 2011 Pearson Education, Inc. publishing as Prentice Hall 8- 22