ADPR 3850 1nd Edition Lecture 9 Outline of Last Lecture I Beginning of the Research Outline of Current Lecture I Beginning of Research II Types of Research III Research Samples 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 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 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 or consulting companies The data remains property of the client Primary versus Secondary Primary 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 Quantitative Quantitative 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 then a freely flowing conversation Focus Groups Interviews cost a lot of money so researchers are beginning to turn to focus groups 5 10 people who are chosen based on their relevance to the study It s a guided discussion designed to explore a topic of special interest to the client researcher Participant Observation Methodology is simple observe record report With the embedded method you