ADPR 3100 1nd EditionExam # 2 Study Guide Lectures: 6 – 11Lecture 6 (January 30)What are the 4 essential steps of effective PR?o Researcho Planningo Communication o Measurement Research defined and broken upo Systematic investigation…of a problem…involving gathering evidence…to make inferenceso Systematic investigation We rely on procedures and methods, such as survey questionnaire (purposefully order the questions), guidelines for focus groups, codebook,etc.  Intersubjectivity  it must be possible for other researchers to replicate study and come to the same results o Of a problem Should be empirical (should be answered based on observable evidence) 3 key types of problems- Exploratory (e.g. focus groups to understand voters’ reaction to new policies)- Descriptive (e.g. audience research, research of market shares, etc.)- Casual (e.g. examining the influence of one variable on another)o Involving gathering evidence Search for social regularities- Predictions about specific publics or consumers, not predictions about the individual  Always with some chance of error - There is never absolute certainty, findings always hold within some margin of error - Probabilistic vs. deterministic predictionso To make inferences Exploratory Research and Descriptive Researcho Exploratory research = pretesting product names o Pretesting a brand in different cultures, often up to 10,000 different variations tested, focus group and survey testing for cognitive associations, differentmeanings, pronunciation o Descriptive Researcho Example: Nielson Web Ratings (Based on Netview Internet Panel) o First table states percent growth in unique audience going to YouTube (in numbers of pages viewed and how long they spent there)  YouTube took off o Second table is about who is going to YouTube now, mostly male ages 12-17Academic vs. Applied Researcho Academic Researcho Often called “basic” researcho Funded through universities or foundations in order to answer broader theoretical questions o Conducted by academicso Data remains property of the researcher but usually can be used by other researcherso Applied Research o Often called “industry” researcho Funded by corporate or political sponsors to answer a specific, applied question o Conducted by academics, research departments of larger firms, and market research or consulting companies o Data remains property of the client Qualitative v. Quantitative Researcho Qualitative o “Soft” data o Open ended questions, unstructured o Valid but not reliable o Can’t project to larger audiences o Ex: focus groups, one on one in depth interviews, observation, participation o Quantitative o “Hard” datao Close ended questions, highly structured o Valid and reliable o Uses random samples o Ex: telephone polls, mail surveys, face to face interviewsQuantitative Research o Popular quantitative methodologies: o Surveys (telephone, mail, online)  Sampling: random, area probability, snowball, convenience Complexity, length of questionnaire Survey mode (in person, telephone, email, web)  Analysis o Question wording matters (depending on how you word it and what negative/positive light you shed, it completely changes the responses, you must develop the questions/wording) o Be careful of major events: attitudes toward the death penalty o Example of experimental manipulation: the case of framing Dnaiel Kahneman and Amos Tyersky: “perception of ambiguous stimuli is reference dependent” B (B or 13?), A B C (B), 12 13 14 (13)Qualitative Researcho When do we use qualitative methods?o When you’re in new territory and little is known o When customer perceptions or attitudes may be hidden from easy view o When the product category may represent unspoken meaning to buyerso To generate ideas for products, advertising, or brand positioning o To feed a formal idea generation processo To screen ideas and concepts o Qualitative data provides insights into how and why people think and behave as they doo The most popular methods are interviews, participant-observation, focus groups What are the 3 kinds of interviews? Structured interviewo Uses an interview schedule and adheres fairly strictly to ito Similar to a survey in that the informants don’t really guide the interviewer  Semi-structured interviewo Begins with a key set of questions for interview o But, allows informants to wander into interesting territoryo Later these informants may be asked about these issues Unstructured interviewo Freedomo One general opening statement and then a free flow What is a focus group? Given high costs of interviews, researchers increasingly turn to focus groups Consist of 5-10 people who are chosen based on their relevance to the study It is a guided discussion designed to explore a topic of special interest to the client/researcherWhat is the difference between primary and secondary research? Primaryo Information gathered by the researchers through person to person interactiono Can be gathered through meetings, one on one interviews, focus groups, surveys,etc.  Secondaryo Information gathered through available literature, publications, broadcast media,and other nonhuman sources o Generally easier to gather than primary (ex. Nielson data, Pew data)Cross sectional research vs. longitudinal research Cross Sectional research: research based on a sample drawn at a single point in time  Longitudinal research: research based on one or multiple samples, with measurements taken at multiple points in time  3 types of longitudinal research: trend studies, panel studies, and cohort studies  Trend studies: how something has shifted overtime (ex: regular newspaper readership in percent)  Cohort studies: subscription rates among different age cohorts (each group and the percent of them that reads newspapers for each age cohort) Panel studies: newspaper subscription rate for single respondents (you usually study the same people over time, ask them the same question every year) Lecture 7 (February 4) Probability sampling vs. Nonprobability sampling Probability sampling: each element of the population has a nonzero, know, and equal chance of being selected into the sample Nonprobability sampling: one of the assumptions of probability sampling is violated, TV call in polls, internet surveys Types of probability sampling  Simple Random Sampling (SRS)o Every element and combination