PRAD 255 - Module 4 - PR Research - Part 1


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Public Relations Research (Part 1) Principles of Public Relations Ragas

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Why do we Conduct PR research? Effective PR is a process (remember RACE) and the first step in this process is research. Here are just some uses: Credibility with management Define audiences/segment publics Formulate strategy Test messages Help management keep in touch Prevent crises (issue mgmt.) Monitor the competition Sway public opinion Generate publicity Measure success

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Primary vs. Secondary Research Primary research Collect original information via an established research design (in-depth interviews, focus groups, surveys or polls, ethnographies, content analyses) Example: Campbell Soup feedback form Secondary research Use existing information sources Books, magazines, databases, existing research reports Literature searches/databases most frequently used Which is better? Why use one or the other?

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Many Sources of Secondary Research Government data Census Bureau – 2010 Statistical Abstract Association/Industry data PRSA Industry Reports and Surveys Public Opinion polls Pew Research Center Gallup Polls Rasmussen Reports What are some other sources of secondary data?

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Quantitative research Probability-based research: measures attitudes, opinions, reported behavior Emphasis on generalizability (random sample) Achieving breadth is more important than achieving depth of knowledge Quantitative research methods include: Surveys Polls

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All Surveys are Not created Equal: Random Vs. Non-Random Samples A random sample (also called a probability sample) means that everyone in the target population has an equal chance of being selected to take part in the survey Example: random digit dialing (RDD) telephone survey or a questionnaire mailed to all members of an association

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A non-probability sample is not random at all. Sometimes called a convenience sample. Example: mall intercept survey, many Web polls, telephone surveys for TV shows (ex. American Idol) When we read the results of a survey on TV or online we must always check the methodology. All Surveys are Not created Equal: Random Vs. Non-Random Samples

Summary: PRAD 255 - Module 4 - PR Research - Part 1 (Matt Ragas)

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