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Test 4 Study Guide - Introduction To Public Relations | COMM 1150, Study notes of Public Relations

Study Guide for Test 4 Material Type: Notes; Professor: Akerson; Class: Introduction To Public Relations; Subject: Communication; University: University of Missouri-St Louis; Term: Spring 2011;

Typology: Study notes

2010/2011

Uploaded on 05/11/2011

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Test 4 study guide 04/08/2011
Four kinds of research and the value to us of each
Primary quantive: create and conduct your own survey with close
ended questions
oValues
you can tailor your research to your precise needs
statistically valid, deals with percentages and liklihoods
Primary qualitative: set up your own focus groups with your own
topic questions. Do mall intercepts or one on one interviews.
oValues
you can tailor the topic guide to your precise needs
not statistically valid
gives more indepth and richer information then
quantative
Secondary quantitative: Uses data from a previous sruvery you
have found from clients quantitative research.
do this research in government, and other such data bases.
oValues
Using others saves time and money
Less tailored to you specifically
Also statistically valid and deals in liklihoods
Secondary qualititative: uses clients’ focus group material.
oFound in research publications other resource for qualitative
data
Values
oThis kind of research can provide additional insights and
perspectives
oUsually not statistically valid
oCarefully choosen sources
oNevertheless valuable
Types of research questions we use
Qualititaive: which can provide cold hard statistics
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Test 4 study guide 04/08/

 Four kinds of research and the value to us of eachPrimary quantive : create and conduct your own survey with close ended questions o Values  you can tailor your research to your precise needs  statistically valid, deals with percentages and liklihoods  Primary qualitative: set up your own focus groups with your own topic questions. Do mall intercepts or one on one interviews. o Values  you can tailor the topic guide to your precise needs  not statistically valid  gives more indepth and richer information then quantative  Secondary quantitative: Uses data from a previous sruvery you have found from clients quantitative research. do this research in government, and other such data bases. o Values  Using others saves time and money  Less tailored to you specifically  Also statistically valid and deals in liklihoods  Secondary qualititative: uses clients’ focus group material. o Found in research publications other resource for qualitative dataValues o This kind of research can provide additional insights and perspectives o Usually not statistically valid o Carefully choosen sources o Nevertheless valuable  Types of research questions we useQualititaive : which can provide cold hard statistics

Quantitative: which provide actual opinion  Examples of qualitative and quantitative activities  The process for assembling an Situation AnalysisGather the facts o Client will brief you o Ask client for research they have done o Collect other information using research methods  Analyze the facts o Which are relevant which are not o How do the relevant facts connect with one another  S.W.O.T. o Used to organize a coherent picture of the current situation with the productS: strengths of your product or positionW: weakness ofO: oppurtunitthings that might happen which will helpt: Threats: things that might happen (including competitive actions) that might hurt  Role and value of the Situation Analysis in developing a PR programThe situation analysis gives you a better understanding of…. o The product o The competition o The target market o The general market place.  Failure to do this means program becomes very hit or miss and has no foundationwe use the facts drawn up in the situation analysis to draw… o implications o insights

o tied closely to focus groups  4. To test messages o for…..  credibility  impact  clarity  5. To keep mahogany row in touch with stakeholders6. To prevent crises by uncovering potential trouble spots7****. To monitor competition8. To produce facts/figure/stats that supports your messages and sways public opinion9. To generate publicity10. Measure the success of the program/