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Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 5 Research

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Understand the importance of research in public relations planning Conduct online and database research Organize a focus group Design a scientific survey Write a survey questionnaire Determine the best method of reaching respondents Chapter 5 Objectives

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. The Importance of Research The first of the four essential steps for effective public relations Provides the information required to Understand the needs of publics To develop powerful messages Defining the research role

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Determining the Research Role and Scope What is the problem? What kind of information is needed? How will the results of the research be used? What specific public (or publics) should be researched? Should the organization do the research in-house or hire an outside consultant? How will the research data be analyzed, reported, or applied? How soon will the results be needed? How much will the research cost?

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Using Research 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 crises To monitor the competition To sway public opinion To generate publicity To measure success

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Research Techniques According to one survey of practitioners 75% of respondents described their research as casual and informal Primary v. secondary research Qualitative v quantitative research

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Qualitative versus Quantitative Research

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Secondary Research When public relations professionals analyze data collected by someone else Archival research Library and online databases The World Wide Web

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Qualitative Research Five qualitative research techniques Content analysis Interviews Focus groups Copy testing Ethnographic techniques

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Quantitative Research Polls and surveys conducted using precise, scientific sampling methods Based on two major factors Random sampling Sample size

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Questionnaire Construction Carefully consider wording Avoid loaded questions Consider timing and context Avoid the politically correct answer Give a range of possible answers

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. How to Reach Respondents Mailed questionnaires Telephone surveys Personal interviews Omnibus or piggyback surveys Web and surveys