PR: Research

Outline
What is research ?
Principles of PR research
Types of PR research
Methods of PR research
Evaluation

What is research?

Research as an essantial first step
Research is the systematic collection and interpretation of information to increase understanding

Principles of PR Research
Setting Objectives
Measuring PR short and long term outcomes
Measuring media content
Combining techniques
Comparing PR and advertising
PR effectiveness

Applied Research
Strategic research
Determine objectives
Develop message strategies
Establish benchmarks
Evaluative research
Determine whether a PR program has accomplished its goals


Theoretical research
Build theories about:
Why people communicate
How public opinion is formed
How a public is created

Secondary Research
Methods of PR Research
Surveys:
Descriptive Surveys:
Snapshot of a current situation or condition
Ex: typical public opinion poll
Explanatory Surveys
Cause and Effects
Why?


Surveys


Sample(1)


Sample(2)


The Questionnaire
Keep it short
Use structured rather that open ended Questions
Measure intensity of feeling
Don’t use fancy words or words that has more than one meaning
Don’t ask loaded questions
Don’t ask double barred questions
Pretest
The Questionnaire (2)
Attach a letter explaining how important the respondents answers are, and let recipients know that they will remain anonymous
Hand-stamp the envelops, preferably with unique commemorative stamps
Follow up your first mailing
Send out more questionnaires than you think necessary
Enclose rewards
Interviews
Focus groups:
Objective and audience
Recruit your groups
Choose the right moderator
Conduct enough focus groups
Use a discussion guide
Choose a proper facilities
Keep a tight rein on the observer
Consider using an outside help

Interviews (2)
Telephone Interviews:
Mail Interviews
Drop-off Interviews
Intercept Interviews
Delphi Panels
Internet Interviews
Results Analysis
Validity and reliability
Level of statistical significance associated with margin of errors
Before recommendation

Evaluation
There are four tools to measure PR outcomes:
Awareness and comprehension measurment
Recall and retention measurement
Attitude and preference measurment
Behavior measurement