ADPR 3100 1nd Edition Exam 2 Study Guide Lectures 6 11 Lecture 6 January 30 What are the 4 essential steps of effective PR o Research o Planning o Communication o Measurement Research defined and broken up o Systematic investigation of a problem involving gathering evidence to make inferences o 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 predictions o To make inferences Exploratory Research and Descriptive Research o 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 different meanings pronunciation o Descriptive Research o 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 17 Academic vs Applied Research o Academic Research o Often called basic research o Funded through universities or foundations in order to answer broader theoretical questions o Conducted by academics o Data remains property of the researcher but usually can be used by other researchers o Applied Research o Often called industry research o 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 Research o 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 data o Close ended questions highly structured o Valid and reliable o Uses random samples o Ex telephone polls mail surveys face to face interviews Quantitative 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 Research o 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 buyers o To generate ideas for products advertising or brand positioning o To feed a formal idea generation process o To screen ideas and concepts o Qualitative data provides insights into how and why people think and behave as they do o The most popular methods are interviews participant observation focus groups What are the 3 kinds of interviews Structured interview o Uses an interview schedule and adheres fairly strictly to it o Similar to a survey in that the informants don t really guide the interviewer Semi structured interview o Begins with a key set of questions for interview o But allows informants to wander into interesting territory o Later these informants may be asked about these issues Unstructured interview o Freedom o 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 researcher What is the difference between primary and secondary research Primary o Information gathered by the researchers through person to person interaction o Can be gathered through meetings one on one interviews focus groups surveys etc Secondary o 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 has an equal chance of being selected o Requires a list of sampling units maybe a phonebook Systematic Sampling o Choose a starting point and every nth unit is selected o Requires a list of sampling units phonebook call every 10th person Cluster Sampling o Divide population