Public Relations Research Part III: Research Terminology

Overview Classifying research methods Some research terms

Different Ways to Classify Research Formal vs. Informal Primary vs. Secondary Quantitative vs. Qualitative

Examples of Formal vs. Informal Formal Methods Following the Scientific Method If strict protocols followed, examples include surveys, content analysis, focus groups, and interviewing. Informal Methods Talking to key informants, people “in the know” Scanning or searching the Internet (sites and blogs)

Primary v. Secondary Research Primary Research: Conduct research for a prime purpose Gather data specifically (for you) Examine evidence collected firsthand Usually means new interviews, surveys or observations Secondary Research: Examine secondhand evidence Conducted research for another reason Previously reported or published ** Archival research can be considered both

Some good secondary sources: Internal documents: brochures, reports, speeches Industry trade media sites (i.e., Automotive News Market Data Report) Dow Jones Interactive – www.dowjones.com Gallup – www.gallup.com LEXIS-NEXIS – www.lexis-nexis.com U.S. Census Bureau – www.census.gov Books, magazines, reports at Public Libraries Not Wikipedia!

Quantitative v. Qualitative Quantitative techniques To answer “how many” Polling – get public’s pulse quickly on issues Survey method, Experiments, Content analysis Qualitative techniques To answer “what” and “how” In their own words and through their own actions Interviews, focus groups, ethnography, participant observation

Other research terms Methods/Methodologies Data collection Instruments Population Sampling techniques Findings Conclusions Recommendations

Please go to Part IV: Key Research Methods End of Part III Please go to Part IV: Key Research Methods