1. RESEARCH Chapter Eight

2. 8-2 Research Provides us with ways of knowing Beginning and ending of programming  R-A-C-E  Measurement, analysis, and evaluation process  Contribution to overall business objectives Program effectiveness and bottom line

3. 8-3 Define Research Research is the systematic collection and interpretation of information to increase understanding.

4. 8-4 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?

5. 8-5 Before researching, consider… Knowing when to conduct What needs to be considered With whom What purpose

6. 8-6 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

7. 8-7 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.

8. 8-8 Two major types of research Primary research  Applied  Theoretical Secondary research

9. 8-9 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.

10. 8-10 Theoretical Research Used for building theories in public relations work Provides the foundation, as well as increases understanding of behaviors, opinions, attitudes, and limitations

11. 8-11 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.

12. 8-12 Typical Methods of Public Relations Research Observation Surveys Communication audits Unobtrusive measures

13. 8-13 Surveys Surveys are used to measure attitudes, opinions, behaviors Two types of surveys are:  Descriptive  Explanatory

14. 8-14 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

15. 8-15 Surveys consist of four elements: Sample Questionnaire Interview Analysis of results

16. 8-16 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

17. 8-17 Types of Sampling Random Sampling  Equality and independence  Generalizations from the sample are made to the population.

18. 8-18 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

19. 8-19 Nonrandom Sampling is 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

20. 8-20 Questionnaires Considerations:  Objective of the research  Scope  Publics  Method of research  Design

21. 8-21 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

22. 8-22 Interviews Types include one-on-one, panels, including focus groups Can be conducted in these contexts: face- to-face, telephone, mail, and Internet  Types included in the above categories can range from Drop Off, Intercept, and Delphi panels

23. 8-23 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

24. 8-24 Results Analysis Guidelines Objectives met Validity Reliability Margin of Error Statistical Significance Conducted appropriately and ethically

25. 8-25 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

26. 8-26 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

27. 8-27 Evaluation Accountability and responsibility Setting measurable objectives and achievable outcomes Management commitment Gathering data from the best sources

28. 8-28 Types of Measurable Outcomes Awareness and Comprehension Measurement Recall and Retention Measurement Attitude and Preference Measurement Behavior Measurements

29. 8-29 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.