Chapter 5 notes

March 5, 2010 at 10:37 am (Comm 2322, Reading Notes) (, , )

  • Before research is performed it is important to know these facts
  1. What may be the problem
  2. What kind of information is needed
  3. How the results of the research will be used
  4. The publics that should be addressed
  5. If the company needs to do the research from within or hire an outsider
  6. How the research will be analyzed, reported, or applied
  7. When the results will be needed
  8. The total cost of the research

Page 128 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Research is used to
  1. Achieve credibility with management
  2. Define audiences and segment publics
  3. Formulate strategy
  4. Test messages
  5. Help management keep in touch
  6. Prevent Crises
  7. Monitor the competition
  8. Sway public opinion
  9. Generate publicity
  10. Measure Success

Page 128-130 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Qualitative Research is looking into what individuals may value, how they behave, and how they make decisions. Some examples of qualitative research are
  1. Content analysis
  2. Interviews
  3. Focus groups
  4. Copy Testing
  5. Ethnographic observation and role playing

Page 148 Public Relations Strategies and Tactics by Wilcox and Cameron

  • Quantitative Research- Research that is concerned with numbers using scientific sampling methods. So examples of quantitative research are
  1. Polls
  2. Surveys

Page 139 Public Relations Strategies and Tactics by Wilcox and Cameron

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