ADPR 3850 1nd Edition Lecture 7 Outline of Last Lecture I Continuation of the Ethics Lecture II Importance of PR Departments III Levels of Influence IV Sources of Friction a Friction between Law PR V The Pros and Cons of PR Firms Outline of Current Lecture I Beginning of the Research Current Lecture Research Four Essential Steps of PR 1 Research 2 Planning 3 Communication 4 Measurement Research 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 problems 1 Exploratory focus groups to understand voter s reaction to new policies 2 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 research An example of this is what goes into the Nielsen reports ratings This is based on interview Internet panel
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