JOURN 4256 1st Edition Lecture 6 Outline of Last Lecture I Importance of research a Where to begin b How to use research c Research options II Research process a Qualitative research b Focus groups c Evaluating research d Measuring e Media exposure f Audience awareness g Systematic review Outline of Current Lecture III PR news IV Formative research in the real world a Research process b Surveys i Likert scale These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute c Focus groups d Interviews Current Lecture Today in PR news Bathrooms in Sochi Bad odd conditions in the Sochi hotel rooms Memes e cards etc are making fun of the conditions Facebook Look back video Allows users to look back a decade at their most important Facebook moments Facebook used it as a way to say thanks Amy Adams Valentino bag Amy Adams carried a Valentino bag to Phillip Seymour Hoffman s funeral Valentino tweeted about her use of the bag Amy Adams and people on social media were angry called it tasteless Valentino released a statement apologizing saying they did not realize it was taken during the funeral Formative research in the real world The research process1 2 3 4 5 Start with problem Dig into secondary research to answer questions from the problem Put together SWOT and situation analysis Look for holes in secondary research and fill with primary research Use research to create strat comm plan N number Types of samples random convenience snowball Primary research options Surveys Surveys should start with an intro if done online should include contact info Should always include the statement that the participant can stop at any time Think about screening questions to start Keep Likert scales the same Keep scales of degree the same when possible Bunch like things Remember to have the user clock to close the survey so they know they re done Likert scales A way to determine degree Typically done 5 or 7 point scale Format of a traditional Likert scale Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree Focus groups Typically takes 1 2 hours Ideal size is about 6 10 people Make sure to think about logistics Nametags Audio video recorder Paper and pencil flip chart List of participants Second person to assist facilitation Food child care incentives Interviews Reporting Should be asking questions to get background info Provides depth that can t be obtained through surveys Can get away with lower N because of detail Observational What you see Typically can t just do it once Can include digital video photo etc Qualitative and quantitative elements