PBRL 270 1st Edition Lecture 9 Outline of Last Lecture I. Licensing a) Accreditation (APR)b) Arguments for Licensingc) Arguments Against LicensingII. Associationsa) PRSAb) IABCc) IPRAIII. Relationships with News MediaOutline of Current Lecture I. Researcha. How can research help us?b. Why research?c. Methodsd. What do we need to know?II. Research categoriesIII. Major research techniquesa. Important research principles for formal researchb. Scientific researchIV. Sampling MethodsV. Methods of contactCurrent LectureI. Research- PR research is the controlled, objective and systematic gathering of information for the purposes of describing and understanding- It is the point of departure of a communication plana. How can research help us?- Identify key issues/know publics- Verify public opinion- Plan a PR campaign- Generate news with findings- Get feedbackThese 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.- Evaluate/measure PR resultsb. Why research?- To make communication efforts effectiveo Audience segmentationo Strategy formulationo Message testing- To increase two-way communication- To learn from the successes and mistakes of other campaigns- To scan the environmento Prevent criseso Monitor competitoro Issues management- Intrinsic value of researcho Management buy-ino Public opiniono Generate publicityc. Method- The questions drive the method- Method is the way research is conductedo Surveys o Focus groupso Interviewsd. What do we need to know?- About an issue- About a public (demographics, self-interests)- Message strategy- Competition- Problems/opportunitiesII. Research categories- Casual or informal vs. formal research- Secondary (existing data) vs. primary (your own data) research- Qualitative (sentences) vs. Quantitative (numerical) research- These are not all mutually exclusiveIII. Major research techniques- Interviews- Focus groups- Ethnography/field observation – watching people in their natural/organic setting- Textual analysis – describes look, feel, tone (qualitative)- Contextual analysis – quantifies look, feel, tone (quantitative)- Surveys- Experiments- Mall intercepts – being approached in mall- Feedback research – ex: reading reviewsa. Important research principles for formal research- Usually quantitative- Generalizability- Random samples- Sample size and composition- Ordering of questions- Question wording- Margin of error (48% agree, 51% disagree)b. Scientific research- Who is population?- How large is sample?- Which sampling method will be used?- How will we contact sample?- What will we ask/How will we ask?- How will we analyze info?IV. Sampling methods- Non-probability sample – intercept, convenient, purposive- Probability/random sample – systematic, quota, proportional- Census – everyoneV. Methods of contact- Mail questionnaire- Telephone interviews- Personal interviews- Electronic – email, website, social