Pr 312 Chapter 11
Terms
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- CATI (Computer assisted telephone interviews)
- researchers enter respndents answers directly into a computer system and the computer filters questions accordingly
- IVR (Interactive voice response)
- a survey in which respondents call a number and complete the questionnaire at their convenience with a computure asking questions and recording answers
- Self-administered surveys
- online administration of surveys is viewed as the inevitable wave of the future
- Challenge that remains for online survey administration
- obtaining adequate sampling frames or lists of email addresses form which researchers can select their samples
- Defining the Problem
- Probing and monitoring knowledge, opinions, attitudes, and behaviors of those concerned with the acts and policies of an organization
- Planning and programming
- Information gathered in the first step is used to make decisions about program publics, objectives, actions and communication strategies tactics and goals
- Taking action and communicating
- implementing the program of action designed to achieve the specific objectives for each of the publics to accomplish
- Evaluating the Program
- the final step, involves assessing the preparation, implementation and results
- Monitoring the social environment
- is the first step in strategic planning, and also the most difficult.
- research training
- tops the list of needed professional continued education
- what is reasearch
- the systematic gathering of information to descirbe and understand situations and to check out assumptions about publics and public relations consequences
- Research before the program begins
- is used to define the problem and formulate a strategy
- Research during the program
- is used to monitor the program progress in order to adjust the strategy or fine tune the tactics
- research after the program
- research is used to measure and document overall program impact and effectiveness
- Listening
- the process of receiving, constructing meaning from, and responding to spoken and or nonverbal messages.
- problem definition
- begins with someone making a value judgement that something is either wrong, soon could be wrong, or could be better.
- A useful problem statement
- is written in the present tense, describing the current situation, it describes the situation in specific detail, who what when etc, a problem statement does not imply solutions or place blame
- internal factors of problem analysis
- must have a communication audit and an organizational almanac
- communication audit
- a systematic documentaiton of an organizations communication efforts to see how they communicate with publics
- organizational almanac
- serves as an essential organizational background reference, but also provides ideas and information
- External Factors starting point
- a systematic review of the history of the problem situation outside the organization.
- Stakeholder analysis
- the process of identifying who is involved and who is affected in a situation.
- True or False: Research is simply an attempt to reduce uncertainty
- Ture
- SWOT Analysis
- analysis of the internal and external factors in the problem situation. Assess Strengths, Weaknesses, Opportunities and threats
- Informal research methods
- still dominate PR research. If viewed as methods for detecting and exploring then they are valuable. If used to describe problems they are invaluable.
- Key informants
- a variation on personal contacts, involves slecting and interviewing knowledgeable leaders and experts
- Basis for selecting key informants
- that they have a perceived knowledge of an issue
- Focus Groups and community forums
- used to see how people ill react to proposals and to gather information
- Serendipitous findings
- unexpected insights that are gained from spirited dialouge among participants
- Focus Groups
- a structured approach of 6-12 people from a target public. Sessions are videotaped and carefully analyzed
- two types of Ombudsmen.
- 1 - investigates and solves problems, 2 - is there to protect the bureaucracy and create the illusion of a responsive organization
- Toll free 800 number
- are commonly used to obtain instant feedback and monitor concerns and interests
- Analysis of incoming mail
- Both mail and email can be used to reveal areas of favor and disfacor and information needs. May serve as early warning for ill will or problem relationships
- Web 2.0 Online Sources
- the internets darkside can be misleading because false and misleading information can be spread
- district agents, field reporters or recruiters
- live and travel around territories. Should be trained to listen and observe then report those observations
- Subjective reports
- must be used with caution
- Formal methods of research
- are designed to gather datea from scientifically representative samples using objective measures.
- inferential statistics
- the process of using data from representative sample to estimate characteristics of populations
- secondary analysis
- reuses data gathered by someone else, often for other purposes
- most frequently used research approach to information gathering in public relations, however, is...
- reasearching online databases.
- content analysis
- the application of systematic procedures for objectively determining what is being reported in the media
- Trend Report
- a quarterly newsletter that Naisbitt began publishing in 1968 based on the analyses of 206 different companies
- surveys
- are systematic queries of subsets of the population under study. Administered by mail, in person, phone and online
- Advantages of Mailed Surveys
- saves time and money, convinient for respondents, standardized wording, no interveiwer bias, access to respondents,
- disadvantages of mailed surveys
- no control over who responds, low response rate, lack of control over conditions in which its completed, lack of flexibility
- In person surveys - advantages
- high response rate, greater flexibility, more control,
- in person surveys - disadvantages
- greater cost, respondents answer differenetly face to face, less anonymity, harder to contact, interviewers can influence outcome
- Telephone surveys
- offer a fast cost effective way to complete interviews with greater anonymity
- Major challenge of Telephone surveys
- is sample selection. more than 95 percent of homes have a phone but not all are listed in directories. Computer assisted dialing has helped (RDD)
- longitudinal study
- if conducted as a panel or trend study is designed to learn how people change over time or to track a process
- Panel Study
- the same respondents are are interviewed several times during the study and are asked a series of questions
- Trend Study
- different samples drawn from the same population to track the change over time.
- Formal research methods
- follow the rules of science, use representative samples, and employ other systematic procedures for making the observations, taking the measurements and analyzing the data.