ADPR 3850 1nd Edition Lecture 7Outline of Last LectureI. Continuation of the Ethics LectureII. Importance of PR DepartmentsIII. Levels of InfluenceIV. Sources of Frictiona. Friction between Law & PRV. The Pros and Cons of PR FirmsOutline of Current LectureI. Beginning of the Research Current Lecture Research Four Essential Steps of PR1. Research2. Planning3. Communication4. MeasurementResearch: systematic investigation of a problem. Involves gathering evidence to make inferences. - Systematic Investigation- Predefined procedures and methods—> There are a core set of guidelines for focus groups. Surveys are strategic, rigid, and systematic in how the questions are answered. There are always questions that need answers. - Intersubjectivity —> anytime research is conducted, the goal is intersubjectivity. The method should be clear and be able to implement the results. Especially in academic research. It must be possible for other researchers to replicate this study.These 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.Research problem- Should be empirical (meaning should be answered based on observable evidence)3 types of problems1. Exploratory: focus groups to understand voter’s reaction to new policies2. Descriptive: audience research, research of market shares, etc.3. Casual: examining the influence of one variable on another.Exploratory research- Like pretesting product names in different cultures.- Often, there are up to 1,000 different variations tested. - Focus group and survey testing for - Cognitive association- Different meanings —> don’t want the word “trial” doesn’t go over well.- Pronunciation —> if the brand is something that people of different cultures can’t say, it’s hard for them to want to purchase. Descriptive researchAn example of this is what goes into the Nielsen reports/ratings. This is based on interview Internet
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