Comstrat 312 1nd Edition Lecture 18 Outline of Last Lecture 1. Four broad categories of publics2. PR and marketing segmentationOutline of Current Lecture 1. Research: the basics for informed decision making2. Types of research3. Validity4. Sampling and external validity Current Lecture1. Research: The basis for informed decision makinga. Allows decision making based on fact rather than hunch/rule of thumbb. Risk reductioni. Needed as costs and importance of decisions increaseii. Needed as certainty decreasesc. Precampaign: help us understand audiences, establish benchmarks and pland. Postcampaign: provides basis for evaluating campaign outcomes and communication success to others2. Types of researcha. Formali. Scientificii. Systematic/formal processiii. Produces objective result b. Informali. Unscientificii. Process not formal or systematiciii. Produces subjective resultsc. A continuum of techniques d. Key issuesThese 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.i. Accuracy: error freeii. Reliability: same results on successive trials 3. Validitya. Internali. Are you measuring what you think you’re measuringb. Externali. Can you generalize your findings c. Inference4. Sampling and external validity (generalizability)a. Probability based (random) samplesi. Probably are representative of the populationb. Non probability based (nonrandom) samplesi. Probably are not representative of the
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