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36 Cards in this Set
- Front
- Back
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Quantitative
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Advantage: Specific Measurable Data
Disadvantage: No Specifics |
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Qualitative
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Advantage: Gives reasons why
Disadvantage: Not measurable Data |
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Basic Research
Applied Research |
Basic Research: Non-specific. To expand knowledge and verify Theories.
Applied Research: Research conducted for a specific problem. |
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PR Question Types:
Definition Factual Value Policy |
Definition: Defines what you are attempting to observe.
Factual: "How much: and "how many", comparisons across groups. Value: Asks "how well", "how good", Opinions and attitudes vs. behaviour Policy: What should be done. |
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Approaches to meeting PR goals
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Old School: Traditional (Contemporary, PR marketing and advertising)
Contemporary: Financial Resources - Unit sales, gross profits, expenses Non-Financial: Trust, confidence, Relationships, ROI |
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ROPE
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Research, Objectives, Program, Evaluations
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Problem of Problem or Opportunity Formulation
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Objectives
Background of the problem Identify the problems, not the symptoms Unit Analysis Relevant Variables Research Questions and Research Objectives |
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Content Analysis
Advantages/ Disadvantages |
Ability to objectively discribe a group of messages. Logical and statistical analysis of how messages are created.
Disadvantages: Requires the messages to be recorded or transcribed for analysis. |
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Manifest Content/ Latent Content
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Manifest: What is visable, easily observable and measurable. Quantitative.
Latent: That which is not obvious. Qualitative. |
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Loaded Question
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Applys a social desirable answer.
"How do you feel when people die in car accidents?" |
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Survey/ Poll
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Survey: Comprehensive. In-depth information.
Poll: Quickly find peoples opinions on them. |
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Categorical/ Continuous
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Categorical is qualitative (Dog breeds, colours)
Continuous: Quantitative data. Takes on infinite numbers (age, weight). |
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Bivarient Inferential / Bivarient Discriptive
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Bivarient Inferential - 2 different variables, examined together, making it make sense through charts and tables.
Bivarient Discriptive: Why they are like that |
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Descriptive/ Infurential Data
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Descriptive- Describe the data, explaining the data.
Inferential Data - Driving further conclusions |
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Face Validity
Content Validity Construct Validity Criterian-related Variablity |
Face Validity - "Face Value" of what people say.
Content Validity - Experts to review your information Construct Validity- Observation or testing Criterian-related Validity - Pretesting, |
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Confidence Interval
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Margin of error, plus or minus your mean
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Brooms 4 steps to tackling a problem
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-Define problem
-Planning and programming -Taking action and communicating -Evaluating the program |
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Identifying potential researchers, 5 suggestions
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-Know your budget/ deadlines'
-Research vender options -Know the researcher capabilities and weaknesses -Learn about the researchers consultants -Tell researcher, how services and methods apply to the problem. |
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RPF - Request for proposal 4 steps
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o Identify the need - Fact, Value, policy
o Potential researchers o Preparation o Evaluate proposals |
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Grounded Theory
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Theory found in everyday actions. Attempts to explain everyday activities.
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Process case study
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- Problem is a part of a larger PR problem
-Ongoing |
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Thurstone Scale
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Attitude Scale: 1 out of 10
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Cross-Sectional Design
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Snapshot of the population
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Sampling approach
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Cross Sectional
Longitudial Internet New Media |
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Open-ended questions
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Answer in own words
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Close-ended Questions
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Leave little for further opinion
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Comprehensive Response Categories
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Not included in response categories (N/A).
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Questionnaire Flow
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Confidentiality
Informed consent Due date Completion time Submission instructions |
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Respondent error
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Non-response bias
Response bias |
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How to handle errors
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Compensation
Over sampling Multiple contacts Different contact methods |
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Systematic Random Sampling
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Every nth person
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Simple random sampling
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Gold Standard
Each person has an equal chance of being selected |
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Cluster sampling
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Certain percentages from populations
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Stratified
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Sub groups and select random sampling from these groups.
Reduces sampling error |
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Non-probability Sampling
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Not everyone in the population has the same chance of being selected.
Sampling for a specific purpose |
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Dewy's problem solving technique with PR research
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- Identify the problem
-Analyze the problem -Possible solutions -Best possible solutions -Solution into effect |
