ADPR 3850 1nd Edition Lecture 9Outline of Last LectureI. Beginning of the Research Outline of Current LectureI. Beginning of ResearchII. Types of ResearchIII. Research SamplesCurrent 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. 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.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.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.Explanatory Research- Tries to explain why certain people do things. In the example of why do people drive BMW’s? Men around the age of 44 are thrill seekers or either have a high income. Involves Gathering Evidence- Search for social regularities like 1) predictions about specific publics, larger groups of voters, or consumers. Do not make predictions about individuals in general without evidence. - Always gather evidence with some chance of error. Some findings hold within some margin or error, and there’s never absolute certainty. There is (probability) probabilistic versus deterministic (and what’s determined) predictions. Research is based on samples- Most market PR research is still based on samples. The goal is to make inferences to 1) a larger population 2) other time periods 3) other locations/societies.Academic Research- Often called “basic” research and is funded through universities or foundations in order to answer broader theoretical questions (Like when you hear, “a study at Baylor University found out..”). - Conducted by academics - This data remains property of the researcher or university, but can be used by other researchers. A very shared type of research.Applied Research- Often called industry research and is funded by corporate or political sponsors to answer a very specific and applied question. For problems that need a direct need.- It can be conducted by academics, research departments of larger firms, or marketing firms orconsulting companies. - The data remains property of the client. Primary versus SecondaryPrimary Research- It is information gathered by the researchers through person-to person interaction. Can be gathered through meetings, one-on-one interviews, focus groups, surveys, etc.Secondary Research- This is information gathered through available literature, publications, broadcast media, and other non-human sources. It is generally easier to gather than primary because the resources are not as hard to obtain (like Nielsen ratings, Pew data, etc.) Qualitative versus QuantitativeQuantitative- “numerical tabulations and statistical comparisons made possible by systematic surveys, experiments, observations, or analysis of records. Data are used to test hypotheses and identify the strength of patterns observed using qualitative methods.”- Data collection is controlled, objective, and based off of systematic observations. - The data can be reliably measured, as well as it’s validity.- It’s interpreted deductively.- The outcomes are descriptions, understanding, prediction, and control. - Popular types of Quantitative research- Surveys (telephone; mailed; or online)- Sampling: random, area probability, snowball, and done by what is convenient. - They can be complex based on the length of the questionnaire. - Mode can be in person, telephone, emailed, or mailed.- Analysis is required. - Experiments: answers questions about cause-effect relationship (i.e. manipulate variables and measure outcomes)Qualitative - “Descriptions of cultural situations obtained from interviewing, participant observation, and collection of oral and textual materials.”- Data collection is uncontrolled, subjective, and based off random observations.- The validity is assumed and not specifically determined, and the data cannot be reliably measured. It’s interpreted inductively.- The outcomes of qualitative research are descriptions and understanding.Qualitative research is used when:- When you’re in new territory and little is known.- When customer perceptions or attitudes may be hidden from easy view - When the product category may represent unspoken meaning to buyers - To generate ideas for products, advertising, or brand positioning.- To feed a formal idea generation process- To screen ideas and concepts. - Qualitative data provides insights into how and why people think and behave like they do and the most popular methods of this is 1) Interviews 2) Participant-observation and 3) Focus groups. Types of Interviews1. Structured Interviews- Uses an interview schedule and adheres fairly strictly to it.- Similar to a survey in that the informants don’t really guide the interviewer. 2. Semi-structured- Begins with a key set of questions for interview- However, it allows informants to wander into interesting territory.- Later, informants may be asked about these issues. 3. Unstructured - There is much freedom, the most informal type of interview. There’s a general open statement and