JOURN 4256 1st Edition Lecture 6Outline of Last Lecture I. Importance of researcha. Where to beginb. How to use research c. Research optionsII. Research processa. Qualitative researchb. Focus groupsc. Evaluating researchd. Measuringe. Media exposuref. Audience awarenessg. Systematic reviewOutline of Current Lecture III. PR newsIV. Formative research in the real worlda. Research processb. Surveysi. Likert scaleThese 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. InterviewsCurrent LectureToday 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 thanksAmy 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 process-1. Start with problem2. Dig into secondary research to answer questions from the problem3. Put together SWOT and situation analysis4. Look for holes in secondary research and fill with primary research5. Use research to create strat comm planN= numberTypes 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 agreeFocus 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/incentivesInterviews-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 detailObservational-What you see-Typically can’t just do it once-Can include digital video, photo, etc.-Qualitative and quantitative