Copyright © Allyn & Bacon 2000 Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © Allyn & Bacon 2000 Excuses l The “really important” parts of the public relations process are planning and communication. l We already know everything we need to know. l Lack of time, money, and/or know-how.

Copyright © Allyn & Bacon 2000 Critical Questions l What do we think we know? l What don’t we know?

Copyright © Allyn & Bacon 2000 Linking Research and Evaluation l Because public relations is a dynamic process, research and evaluation occur at every phase. l Research and evaluation are closely linked.

Copyright © Allyn & Bacon 2000 Uses of Research and Evaluation l To formulate strategy l To gauge success l To test messages l To size up the competition l To get publicity l To sway opinion

Copyright © Allyn & Bacon 2000 Key Questions l What do I want to know? l How will I gather that information?

Copyright © Allyn & Bacon 2000 What do I want to know? l Client research l Stakeholder research l Problem-opportunity research l Evaluative research

Copyright © Allyn & Bacon 2000 How will I gather information? l Formal research -- presents an accurate picture of reality. l Informal research -- describes some aspect of reality, but does not necessarily reflect an accurate picture of the larger reality.

Copyright © Allyn & Bacon 2000 Common Research Methods l Secondary (library) research l Feedback research l Communication audits l Focus groups l Survey research

Copyright © Allyn & Bacon 2000 Secondary (Library) Research l Research generated by someone else, sometimes for purposes entirely different from your own l An alternative to primary research, which is research generated from scratch l Includes published materials, organizational/public records

Copyright © Allyn & Bacon 2000 Feedback Research l It enables an organization to receive tangible, often unsolicited, evidence of stakeholder response to its actions. l Sources of feedback include telephone calls, letters, clipping services, and the Internet.

Copyright © Allyn & Bacon 2000 Communication Audit l Used to determine whether an organization’s communications are consistent with its values-driven mission and goals.

Copyright © Allyn & Bacon 2000 Communication Audit Questions Communication Audit Questions l What the are organization’s goals? l How have they been communicated? l What is working well? l What is not working well? l What revisions should be made?

Copyright © Allyn & Bacon 2000 A Communications Grid Channel #1 Channel #2 Channel #3 Channel #4 Public #1 Public #3 Public #5 Public #4 Public #2        

Copyright © Allyn & Bacon 2000 Focus Groups l An informal research method in which interviewers meet with groups of selected individuals to determine their knowledge, opinions, predispositions, and behavior. l Popular because of cost considerations and instant feedback. l Can be a prelude to survey research.

Copyright © Allyn & Bacon 2000 Steps in Focus Group Research 1.Develop questions based on needs 2.Select a skilled moderator 3.Recruit 8-12 participants 4. Record the session 5.Observe the session

Copyright © Allyn & Bacon 2000 Steps in Focus Group Research 6.Limit the discussion 7.Discuss opinions, problems, and needs 8.Transcribe the session 9.Prepare a written report 10.Remember: It is informal research

Copyright © Allyn & Bacon 2000 Survey Research l The use of a questionnaire, administered to a carefully selected population, in an effort to make judgments about a much larger population. l Survey accuracy depends on having a good questionnaire and selecting a good sample.

Copyright © Allyn & Bacon 2000 The Survey Sample l A portion of a public selected to observe for the purpose of drawing conclusions about the public as a whole. l A sample is considered representative when it is large enough and every member of the targeted population has an equal chance of being selected for the sample.

Copyright © Allyn & Bacon 2000 Developing a Sampling Strategy l Sampling frame l Units of analysis l Nonprobability sampling convenience sampling convenience sampling l Probability sampling simple random sampling, systematic sampling, cluster sampling, and census simple random sampling, systematic sampling, cluster sampling, and census

Copyright © Allyn & Bacon 2000 Developing the Survey Instrument l Language should be appropriate and understandable. l Questions have to be clearly understood. l Words should be clear, with specific meanings. l The shorter, the better.

Copyright © Allyn & Bacon 2000 Developing the Survey Instrument l Avoid bias in the wording and ordering of questions. l Don’t ask objectionable questions. l Pretest the questionnaire. l Address logistical concerns: staffing, timing, cost, and training. staffing, timing, cost, and training.

Copyright © Allyn & Bacon 2000 Analyzing Survey Results l Attributes -- characteristics or qualities that describe an object or subject. l Variables -- a logical grouping of attributes. l Levels of analysis -- univariate, bivariate, and multivariate.