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30 Cards in this Set

  • Front
  • Back
Advantages to Case Studies
(4)
1. Shows us what worked and why
2. Can be used to evaluate policy
3. Not limited to just campaigns
4. (Historical) detail comes from hindsight
Disadvantages of Case Studies
(2)
1. Inability to generalize findings
2. Can only be used as a solution to a current problem, not as an example from which to find strategies that can be adapted to any partner
Kind of Case study

examines the way a problem is stated, and then examines research, objectives, programming (including outputs), and the evaluation of the entire campaign
Historical Case Study
- Kind of Case Study
- Offers the background of the case (history, financial, communication data) and then asks the reader to make decisions based on their analysis of the background
- Includes "teaching note"
Grounded/Business Case Study
- Kind of historical case study
- Case is a unique entity unto itself and independent of all other cases
- Follows ROPE
Linear Case Study
- Kind of case study
- Case is but a snapshot of the larger PR process
- Adds concept of "feedback" to case study
- More business approach
Process Case Study
Steps of Grounded Case Study (8)
1. Problem - research and define
2. Objectives - list and define
3. Target Publics - identify and analyze
4. Strategies employed
5. Tactics used
6. Timeline
7. Budgetary analysis
8. Evaluation of strategy and tactics in measurable terms
Steps of Process Case Study (4)
1. Fact finding/data gathering to define problem/opportunity
2. Evaluate planning/programming to devise PR strategy
3. Examine actions and communications employed
4. Evaluate, assess and provide FEEDBACK on results and what to do next
Questions of Definition - Case Studies
(4 things to know)
- Required
- Sets the variables
- Environmental scanning and documenting to define problem/opportunity
- Can provide clues to existing research
Questions of Fact - Caes Studies
(4 things to know)
- Questions of fact in case studies are those that have been tested and found to impact on the problem/opportunity that we are "case studying"
- Uses secondary research
- Historical (report what was found, not what might be found)
- Have the advantage of hindsight
Questions of Value - Case Studies
(3 things to know)
- Historical
- Hindsight
- Appropriateness to problem (how well the campaign was planned and executed)
Questions of Policy - Case Studies
(1 long and important thing to know)
- Case study is the only research method that allows researcher to answer questions of policy because you have advantage of HINDSIGHT
Advantages of In-Depth Interviews
(2)
1. Allows interviewer to get understanding of both the PROBLEM and the PERSON being interviewed
2. Allows for introspection for interviewee while still letting interviewer have control
Disadvantages of In-Depth Interviews
(4)
1. Extremely costly (travel and transcription)
2. Timely
3. Daunting background research
4. Difficult to gain access to interviewee (scheduling and legal issues)
Advantages of Focus Groups
(8)
1. Quick
2. Relatively inexpensive
3. Precursor to quantitative methods
4. Allows "tagging" off of other responses and interaction with moderator for clarification, follow-up, and probes
5. Holistic - outcome is greater than the sum of its participants
6. Can provide subtle nuances in meaning unattainable in other types of research
7. Synergistic
8. Good for obtaining info from children and illiterate people
Disadvantages of Focus Groups
(7)
1. Overreliance on moderator's ability to control the group (group may have a dominant person)
2. Time
3. Voluntary nature - ulterior motive for participating, so it is NOT GENERALIZABLE
4. Have to provide incentive
5. Responses are not independent of each other
6. Untrained moderator may inadvertently bias responses
7. Some researchers put too much faith in findings
Advantages of Participant Observation
(4)
1. Provides you with understanding of how people behave in day-to-day activities
2. Provides you with understanding of how people perceive organizational rules, roles and routines when approached systematically
3. Provides clues to when problems will arise
4. Suggests intervention strategies for problem
Disadvantages of Participant Observation
(2)
1. Time
2. Cost
Kind of data (categorical or continuous)

- Nonparametric
- Nominal and Ordinal
- Uses descriptive statistics
Categorical Data
Kind of data (continuous or categorical)

- Interval and Ratio
Continuous data
The measured variable
Dependent variable
The variable against which the dependent variable is tested
Independent variable
Kind of statistical analysis

- The reduction and simplification of the numbers representing research, to ease interpreting the results (describes the data that was collected)

- What are the two kinds of statistics (and their subsets)
Descriptive Analysis

- Data distributions (frequency, percentage)
- Summary statistics (central tendency, dispersion)
A statistic that describes the typical or average case in the distribution of a variable

What are the three kinds of this measure?
Measure of Central Tendency

- Mean
- Median
- Mode
Three Measures of Dispersion
- Range
- Standard Deviation
- Variance
Kind of statistical analysis:

- Statistical tests that allow a researcher to say within a certain degree of confidence whether variables or groups truly differ in their response to a PR message
Inferential analysis
- Maximum amount of error researchers are willing to accept
- p-value (what it means and what the value needs to be)
- Statistical significance
- probability of error; needs to be less than .05
- Degree to which two continuous variables are associated
- Measured by coefficient (-1 to 1)
Correlation
- Comparison of the mean scores between two groups
- Independent variable must be categorical (with only 2 groups) and dependent must be continuous (ex. males/females and test scores)
t-Test
Test for relationship between two categorical variables (like male/female vs. yes/no)
Chi-Squared test