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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;
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Four kinds of research and the value to us of each Primary 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 data Values 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 use Qualititaive : which can provide cold hard statistics
Quantitative: which provide actual opinion Examples of qualitative and quantitative activities The process for assembling an Situation Analysis Gather 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 product S: strengths of your product or position W: weakness of O: oppurtunitthings that might happen which will help t: Threats: things that might happen (including competitive actions) that might hurt Role and value of the Situation Analysis in developing a PR program The 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 foundation we 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 stakeholders 6. To prevent crises by uncovering potential trouble spots 7****. To monitor competition 8. To produce facts/figure/stats that supports your messages and sways public opinion 9. To generate publicity 10. Measure the success of the program/