copyright © allyn & bacon 2000 research and evaluation chapter 7 public relations: a...

Copyright © Allyn & Bacon 2000Copyright © Allyn & Bacon 2000

Research and EvaluationResearch and EvaluationChapter 7Chapter 7

Public Relations:Public Relations:

A Values-Driven ProcessA Values-Driven Process

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ExcusesExcuses

The “really important” parts of the The “really important” parts of the public relations process are planning and public relations process are planning and communication.communication.

We already know everything we need to We already know everything we need to know.know.

Lack of time, money, and/or know-how.Lack of time, money, and/or know-how.


Critical QuestionsCritical Questions

What do we think we know?What do we think we know? What don’t we know?What don’t we know?


Linking Research and EvaluationLinking Research and Evaluation

Because public relations is a dynamic Because public relations is a dynamic process, research and evaluation occur at process, research and evaluation occur at every phase.every phase.

Research and evaluation are closely Research and evaluation are closely linked.linked.


Uses of Research and EvaluationUses of Research and Evaluation

To formulate strategyTo formulate strategy To gauge successTo gauge success To test messagesTo test messages To size up the competitionTo size up the competition To get publicityTo get publicity To sway opinionTo sway opinion


Key QuestionsKey Questions

What do I want to know?What do I want to know? How will I gather that information?How will I gather that information?


What do I want to know?What do I want to know?

Client researchClient research Stakeholder researchStakeholder research Problem-opportunity researchProblem-opportunity research Evaluative researchEvaluative research


How will I gather information?How will I gather information?

Formal research -- presents an accurate Formal research -- presents an accurate picture of reality.picture of reality.

Informal research -- describes some Informal research -- describes some aspect of reality, but does not necessarily aspect of reality, but does not necessarily reflect an accurate picture of the larger reflect an accurate picture of the larger reality.reality.


Common Research MethodsCommon Research Methods

Secondary (library) researchSecondary (library) research Feedback researchFeedback research Communication auditsCommunication audits Focus groupsFocus groups Survey researchSurvey research


Secondary (Library) ResearchSecondary (Library) Research

Research generated by someone else, Research generated by someone else, sometimes for purposes entirely different sometimes for purposes entirely different from your ownfrom your own

An alternative to An alternative to primary researchprimary research, , which is research generated from scratchwhich is research generated from scratch

Includes published materials, Includes published materials, organizational/public recordsorganizational/public records


Feedback ResearchFeedback Research

It enables an organization to receive It enables an organization to receive tangible, often unsolicited, evidence of tangible, often unsolicited, evidence of stakeholder response to its actions.stakeholder response to its actions.

Sources of feedback include telephone Sources of feedback include telephone calls, letters, clipping services, and the calls, letters, clipping services, and the Internet.Internet.


Communication AuditCommunication Audit

Used to determine whether an Used to determine whether an organization’s communications are organization’s communications are consistent with its values-driven mission consistent with its values-driven mission and goals.and goals.


Communication Audit QuestionsCommunication Audit Questions

What the are organization’s goals?What the are organization’s goals? How have they been communicated?How have they been communicated? What is working well?What is working well? What is not working well?What is not working well? What revisions should be made?What revisions should be made?


A Communications GridA Communications Grid

Channel #1Channel #1




Public Public #1#1

Public Public #3#3

Public Public #5#5

Public Public #4#4

Public Public #2#2


Focus GroupsFocus Groups

An informal research method in which An informal research method in which interviewers meet with groups of selected interviewers meet with groups of selected individuals to determine their knowledge, individuals to determine their knowledge, opinions, predispositions, and behavior.opinions, predispositions, and behavior.

Popular because of cost considerations Popular because of cost considerations and instant feedback.and instant feedback.

Can be a prelude to survey research.Can be a prelude to survey research.


Steps in Focus Group ResearchSteps in Focus Group Research

1.1. Develop questions based on needsDevelop questions based on needs

2.2. Select a skilled moderatorSelect a skilled moderator

3.3. Recruit 8-12 participantsRecruit 8-12 participants

4. 4. Record the sessionRecord the session

5.5. Observe the sessionObserve the session


Steps in Focus Group ResearchSteps in Focus Group Research

6.6. Limit the discussionLimit the discussion

7.7. Discuss opinions, problems, and Discuss opinions, problems, and needsneeds

8.8. Transcribe the sessionTranscribe the session

9.9. Prepare a written reportPrepare a written report

10.10. Remember: It is Remember: It is informalinformal research research


Survey ResearchSurvey Research

The use of a questionnaire, administered The use of a questionnaire, administered to a carefully selected population, in an to a carefully selected population, in an effort to make judgments about a much effort to make judgments about a much larger population.larger population.

Survey accuracy depends on having a Survey accuracy depends on having a good questionnaire and selecting a good good questionnaire and selecting a good sample.sample.


The Survey SampleThe Survey Sample

A portion of a public selected to observe for A portion of a public selected to observe for the purpose of drawing conclusions about the purpose of drawing conclusions about the public as a whole.the public as a whole.

A sample is considered A sample is considered representativerepresentative when when it is large enough and every member of the it is large enough and every member of the targeted population has an equal chance of targeted population has an equal chance of being selected for the sample.being selected for the sample.


Developing a Sampling StrategyDeveloping a Sampling Strategy

Sampling frameSampling frame Units of analysisUnits of analysis NonprobabilityNonprobability sampling sampling

convenience samplingconvenience sampling ProbabilityProbability sampling sampling

simple random sampling, systematic simple random sampling, systematic sampling , cluster sampling, and censussampling , cluster sampling, and census


Developing the Survey InstrumentDeveloping the Survey Instrument

Language should be appropriate and Language should be appropriate and understandable.understandable.

Questions have to be clearly understood.Questions have to be clearly understood. Words should be clear, with specific Words should be clear, with specific

meanings.meanings. The shorter, the better.The shorter, the better.


Developing the Survey InstrumentDeveloping the Survey Instrument

Avoid bias in the wording and ordering Avoid bias in the wording and ordering of questions.of questions.

Don’t ask objectionable questions.Don’t ask objectionable questions. Pretest the questionnaire.Pretest the questionnaire. Address logistical concerns:Address logistical concerns:

staffing, timing, cost, and training.staffing, timing, cost, and training.


Analyzing Survey ResultsAnalyzing Survey Results

Attributes -- characteristics or qualities Attributes -- characteristics or qualities that describe an object or subject.that describe an object or subject.

Variables -- a logical grouping of Variables -- a logical grouping of attributes.attributes.

Levels of analysis -- univariate , Levels of analysis -- univariate , bivariate, and multivariate.bivariate, and multivariate.

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