WSU COMSTRAT 312 - Final Exam Study Guide (10 pages)

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Final Exam Study Guide

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Final Exam Study Guide


PR research and planning

Study Guide
Washington State University
Comstrat 312 - Principles of Public Relations

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Comstrat 312 Edition 1nd Final Exam Study Guide Lectures 18 24 Lecture 18 24 1 Research The basis for informed decision making a Allows decision making based on fact rather than hunch rule of thumb b Risk reduction i Needed as costs and importance of decisions increase ii Needed as certainty decreases c Precampaign help us understand audiences establish benchmarks and plan d Postcampaign provides basis for evaluating campaign outcomes and communication success to others 2 Types of research a Formal i Scientific ii Systematic formal process iii Produces objective result b Informal i Unscientific ii Process not formal or systematic iii Produces subjective results c A continuum of techniques d Key issues i Accuracy error free ii Reliability same results on successive trials 3 Validity a Internal i Are you measuring what you think you re measuring b External i Can you generalize your findings c Inference 4 Sampling and external validity generalizability a Probability based random samples i Probably are representative of the population b Non probability based nonrandom samples i Probably are not representative of the population 5 Research planning process a Develop research questions hypotheses i Determine problem statement ii Narrow problem define terms and concepts b Review past research and related research literature c Design research d Gather data e Analyze data f Organize findings and determine implications 6 Commonly used research a Informal i Clip files ii Personal contacts iii Advisory committees idea juries iv Literature database reviews 1 May be formal or informal v Email phone call analysis b More formal i Focus groups ii Depth interviews c Surveys i Use nonprobability samples 1 Members of a population don t all have an equal chance of selection 2 Lack systematic processes 3 Suffer from high rates of nonresponse or have other flaws 7 Mail a Advantages i Lower costs ii Scattered respondents iii Sensitive subjects iv Lists available v No interviewer bias vi

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