research and evaluation chapter 7 public relations: a values-driven process this multimedia product...

24
Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law. The following This multimedia product and its contents are protected under copyright law. The following are prohibited by law: are prohibited by law: any public performance or display, including transmission of any image over a network; any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of preparation of any derivative work, including the extraction, in whole or in part, of any any images; images; any rental, lease, or lending of the program. any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2003

Upload: brianne-watson

Post on 13-Jan-2016

215 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Research and Evaluation

Chapter 7

Public Relations:

A Values-Driven Process

This multimedia product and its contents are protected under copyright law. The following are This multimedia product and its contents are protected under copyright law. The following are prohibited by law:prohibited by law:

• • any public performance or display, including transmission of any image over a network;any public performance or display, including transmission of any image over a network;

• • preparation of any derivative work, including the extraction, in whole or in part, of any preparation of any derivative work, including the extraction, in whole or in part, of any

images;images;

• • any rental, lease, or lending of the program.any rental, lease, or lending of the program. Copyright © Allyn & Bacon 2003

Page 2: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Excuses

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

We already know everything we need to know.

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

Page 3: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Critical Questions

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

Page 4: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Linking Research and Evaluation

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

Research and evaluation are closely linked.

Page 5: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Uses of Research and Evaluation

To formulate strategy To gauge success To test messages To size up the competition To get publicity To sway opinion

Page 6: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Key Questions

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

Page 7: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

What do I want to know?

Client research Stakeholder research Problem-opportunity research Evaluative research

Page 8: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

How will I gather information?

Formal research—presents an accurate picture of reality.

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

Page 9: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Common Research Methods

Secondary (library) research Feedback research Communication audits Focus groups Survey research

Page 10: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Secondary (Library) Research

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

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

Includes published materials, organizational/public records

Page 11: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Feedback Research

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

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

Page 12: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Communication Audit

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

Page 13: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Communication Audit Questions

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

Page 14: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

A Communications Grid

Channel #1

Channel #2

Channel #3

Channel #4

Public #1

Public #3

Public #5

Public #4

Public #2

Page 15: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Focus Groups

An informal research method using interviews with selected individuals to determine knowledge, opinions, predispositions, and behavior.

Popular because of cost considerations and instant feedback.

Can be a prelude to survey research.

Page 16: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Steps in Focus Group Research

Develop questions based on needs

Select a skilled moderator

Recruit 8-12 participants

Record the session Observe the session

Limit the discussion Discuss opinions,

problems, needs Transcribe session Prepare written

report Remember: It is

informal research

Page 17: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Survey Research

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

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

Page 18: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

The Survey Sample

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

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

Page 19: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

The Florida Follies

On election night 2000, news organizations inaccurately projected the winner of Florida’s electoral votes.

The sample on which the projection was based was not representative of the Florida electorate.

It wasn’t the first time a poor sample had led to wrong presidential predictions.

Page 20: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Creating a Sampling Strategy

Sampling frame Units of analysis Nonprobability sampling

convenience sampling

Probability sampling simple random sampling, systematic sampling,

cluster sampling, and census

Page 21: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Creating the Survey Instrument

Use appropriate language.

Questions must be understood.

Words should be clear, with specific meanings.

The shorter, the better.

Avoid word and question order bias.

No objectionable questions.

Pretest the questionnaire.

Address staffing, timing, cost, and training.

Page 22: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Five Ways To Ask Questions

Contingency Dichotomous Close-ended Open-ended Rating scale

Page 23: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law

Copyright © Allyn & Bacon 2003

Analyzing Survey Results

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

Variables -- a logical grouping of attributes. Levels of analysis -- univariate , bivariate,

and multivariate.

Page 24: Research and Evaluation Chapter 7 Public Relations: A Values-Driven Process This multimedia product and its contents are protected under copyright law