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20 Cards in this Set
- Front
- Back
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what are the five different ways we look at publics?
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Controlled experiment
Content analysis Secondary analysis Focus groups Public opinion surveys |
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examine the content of communication. ex. assessment of how the paper is covering the company. negative, positive, or neutral
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content analysis
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takes data that are collected at one time for one reason and is analyzed at a later time for a different reason.
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secondary analysis
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what are the pros of secondary analyis
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extrememly cost effective and time efficient
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what are the cons of secondary analyiss
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research wasn't done for the company, so questions might not be answered. Things change. ex if our questions were answered a year ago, attitudes/answers migh've changed
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used but not offten. randomly assign people to either the treatment or control group.
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controlled experiement
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do something to them and then observe
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treatment group
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don't do anything, then observe
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control group
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in a controll experiment you set up the ---- hypothesis.
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null ho - O1 = O2
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in an controll experiment you also set up the ----- hypthoesis
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alternative Ha - O1 =/ O2
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cons of controlled experiment
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just because groups are randomly assigned doesn't mean the groups are equal, several results but are hard to measure, doesn't mean it'll happen in real world, possible research bias
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an alternative/rival hypothesis (something that causes a difference other than the treatment
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solomon four group design
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the null hypothesis of solomon four group design is
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Ho: O1 = O2 = O3 = O4 = O5 = O6.
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Alternative hypothesis of solomon four group design
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Ha: (O1 = O4 = O5 = O6) =/ (O2 = O3)
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if the treatment makes a difference, then the tests and observations of groups 1 and 2 after the treatment will be different from the initial test and observation
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reasoning behind solomon four group design
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what would happen in group one
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observation, treatment, test and observation
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what would happen in group two
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treatment, test and observation
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what would happen in group three
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observation, no treatment, test and observation
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what would happen in group four?
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only test and observation
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how is solomon four group design applicable to PR and advertising
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attitude toward a product, show advertisement, test attitude again. used to test which message is most effective
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