Chapter 11: Research

Question 1

What is research?

Answer 1

Research is the systematic gathering of information to describe and understand a situation, check assumptions about publics and perceptions and check the PR consequences. Research helps define the problem and publics.

Question 2

What three questions does research answer?

Answer 2

WHO do we want to reach?
WHAT do we want them to do?
WHAT message do we want to communication to get the desired outcome?

Question 3

Research term: Primary vs. Secondary

Answer 3

Primary research is an investigation conducted first-hand. Secondary research uses findings of others.

Question 4

Research term: Formal vs. Informal

Answer 4

Formal uses principles of scientific investigation to obtain empirical data. (examples: surveys) Informal or nonscientific research looks at values or qualities and are subjective. It’s good for pre-testing formal strategies. (examples: interviews, forms, call-in phone lines, field reports)

Question 5

Research term: Qualitative vs. Quantitative

Answer 5

Qualitative is research that is somewhat subjective, using a problem or open-ended free-response format. Also known as exploratory research. Yields an in-depth understanding of an issue. (example: focus group) Quantitative is research that can be numerically stated or compared, factual, numerical.

Question 6

Research term: Scientific Method

Answer 6

Also known as formal research to gather empirical data

Question 7

What are three attributes of a useful problem statement?

Answer 7

1. Written in present tense, describing the current situation
2. Describes the situation in specific, measurable terms (what is the source of concern, where is the problem, when is it a problem, who is involved, how are they involved, why is this is concern)
3. Does not imply solutions or place blame

Question 8

Outline the four step problem solving process.

Answer 8

Defining the problem
Planning and programming
Taking action and communicating
Evaluating

(aka RPIE)

Question 9

A low-level expectation for most public relations campaigns is ______. Higher-level practice focus on what three things?

Answer 9

Awareness is low-level expectation.

High-level expectation focuses on impacting an audience’s behavior, attitude and action.

Question 10

What are some considerations when deciding on a research method?

Answer 10

• What decision will be made from the research?
• What information is required?
• Available resources?
• Does sample selection give you an accurate assessment?
• What size of the sample is needed?
• How will you collect the data - survey, telephone, mail?
• How much time do you have?
• What questions will you ask?