Chapter 5 Notes


  • Public relations professional use research to:
    • To achieve credibility with management
    • To define audiences and segment publics
    • To formulate strategy
    • To test messages
    • To help management keep in touch
    • To prevent crisis
    • To monitor the competition
    • To sway public opinion  
    • To generate publicity
    • To measure success
    • Primary research new and original information is generated through research design that is directed to answer a specific question. Example: in dept interviews, focus groups, surveys and polls.
    • Archival research in an organizations files to reference books, computer databases and online research
      • The success of the product or service in the past
      • Analysis of what geographical areas provide the most sales
      • A profile of a typical customer who buys the product or uses the service.
      • Common reference services: Statistical Abstract of the United Sates (census info), American Demographics ( population shifts and lifestyle), Simmon’s Media and Markets ( survey of households on product usage by brand and exposure to various media)
      • A lot of PR research is qualitative which is good for probing attitudes and perceptions of messages and testing messages.
      • Content analysis is the systematic and objective counting or categorizing of information.
        • Measure the amount of media coverage and the content of the coverage
        • 250 to 500 people will give an accurate data with 5 or 6 percent variance that will help to determine public attitudes and opinions.
        • Questionnaire Construction
          • Highly charged words elicit an emotional reaction from the respondent.

          Responses to surveys questions are influenced by events

          Give a range of possible answers

        • The major disadvantage of telephone surveys is the difficulty in getting access to numbers.
        • Mail questionnaires reach a large geographical audience and is less expensive
        • Personal interviews are the most expensive but can generate a lot of information.



June 24, 2010. Chapter Notes, Uncategorized.

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