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19 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Why is research important to public relations work? |
It provides the information required to understand the needs of publics and to develop powerful messages. |
People are literally intercepted in public places and asked their opinions. |
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What questions should a person ask before planning a research project ? |
*What is the problem? *What kind of information is needed? *How will the results of the research be used? *What specific public should be researched? *Should the organization do the research in house or hire an outside consultant ? *How will the research data be analyzed , reported , or applied? *How soon will the results be needed? * How much will the research cost? |
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Identify at least five ways that research is used in public relations |
1. To achieve credibility with management 2. To define audiences and segment publics 3. To formulate Strategy 4. To test messages 5. To prevent crises |
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How can survey be used as a publicity tool? |
they can generate publicity for a company from surveys constantly being put out to the public |
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List at least five informal research methods |
*Content analysis *interviews *focus groups *copy testing *ethnographic techniques |
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What are online databases? |
They contain abstracts or full text of thousands or even millions of articles. * These online databases make the work of monitoring news and trends easier for on-the-go professionals. |
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How are online databases used by public relations professionals ? |
the wide array of info. resources enables pr practitioners to be current and knowledgeable about their own organization and its place in the larger world. |
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How can the internet and world wide be used as research tools? |
An internet search engine can help inform public relations campaign development by making a wealth of data immediately available. |
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What is the procedure for organizing and conducting a focus group? |
*8 to 12 people who represent the characteristics of the target audience * trained facilitator gives candid reactions to suggested message themes. * Can be conducted online *Invite far-flung participants to meet in a virtual space |
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What pros and cons of using focus groups? |
Pros: identifying the range of attitudes and opinion among participants
Cons: |
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What is an intercept interview? |
Short interviews with people in a shopping mall or at a meeting |
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What is the difference between probability (random) and non probability samples? |
Probability: Everyone in the targeted audience has a equal or known chance of being selected for the survey. Non-probability: not random |
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What guidelines should be followed when releasing the results of a survey to the media and the public? |
pretest the questions with representatives of the target audience for understanding and possible bias. Their feedback will help improve the final draft |
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Identify at least five guidelines that should be followed when preparing a questionnaire. |
*Carefully Consider Wording *Avoid Loaded Questions *Consider Timing and Context *Avoid the politically correct answer *Give a Range of Possible Answers *Use Scaled Answer sets |
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What are the pros and cons of mail questionnaires? |
Cons : suffer from a low response rate (1 to 2 %) Pros : better response when the organization is trusted and well known |
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What are the pros and cons of telephone surveys? |
Pros : The feedback is immediate ; more personal form of communication ; less intrusive ; response rate can reach 60%
Cons: getting access to telephone numbers |
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What are the pros and cons of piggyback survey? |
Pro : serves several purposes Buys one or two questions in a national survey |
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What are the pros and cons of web surveys? |
Pros : large samples are generated in a short amount of time ; they are more economical than even mailed questionnaires or phone interviews ; data can be analyzed continually Cons : respondents are often self selected ; there is no control over the size of the sample or selection of respondents ; probability sampling is not achievable when a survey is simply made available |
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Why is it important to analyze an organizations own website for drivers and conversions? |
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