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The Research Process

The Research Process. Public Relations Campaigns School of Communication Studies James Madison University Dr. Michael Smilowitz. Broom and Dozier’s Research Plan. Identify general information needs. Make a program decision. Specify how information will be used.

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The Research Process

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  1. The Research Process Public Relations Campaigns School of Communication Studies James Madison University Dr. Michael Smilowitz

  2. Broom and Dozier’s Research Plan Identify general information needs Make a program decision. Specify how information will be used Interpret results and report findings. Define publics or populations to be studied. Collect and analyze data. Develop specific research objectives. Write research (operations) plan (include data analysis plan). Select research design.

  3. Broom and Dozier’s Research Plan Identify general information needs. Identify general information needs • The work here is to answer the question “What is happening now?” • Specifically, focus on: • What is the source of the concern? • Where is it a concern? • When is it a concern? • Who is involved or affected? • How does it affect them? • Why does it affect them? Make a program decision. Specify how information will be used Interpret results and report findings. Define publics or populations to be studied. Collect and analyze data. Develop specific research objectives. Write research (operations) plan (include data analysis plan). Select research design.

  4. Broom and Dozier’s Research Plan Identify general information needs • In this step, decide whether the research must measure one or a combination of the following factors about the targeted publics: • Current awareness. • Knowledge. • Attitudes/Opinions. • Behaviors. Make a program decision. Specify how information will be used. Specify how information will be used. Interpret results and report findings. Define publics or populations to be studied. Collect and analyze data. Develop specific research objectives. Write research (operations) plan (include data analysis plan). Select research design.

  5. “Current awareness” deals with familiarity. Questions about current awareness do not ask ‘what is known’ about the client. Instead, these questions seek to determine whether the targeted public is receiving information about the client. For example: • Please estimate how many times you see on television any information regarding teenage use of drugs. • 1) Five or more times a week. • 2) Two to four times a week. • 3) Once a week. • 4) Less than once a week. Broom and Dozier’s Research Plan Identify general information needs • In this step, decide whether the research must measure one or a combination of the following factors about the targeted publics: • Current awareness. • Knowledge. • Attitudes/Opinions. • Behaviors. Make a program decision. Specify how information will be used. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  6. “Knowledge” questions seek to determine what the target public actually knows. For example: • Where can parents go for a free loan of the video tape “You, your teenager and drugs’? • 1) Public libraries. • 2) Blockbuster Video Stores. • 3) Local high schools. • 4) Any of the above. Broom and Dozier’s Research Plan Identify general information needs • In this step, decide whether the research must measure one or a combination of the following factors about the targeted publics: • Current awareness. • Knowledge. • Attitudes/Opinions. • Behaviors. Make a program decision. Specify how information will be used. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  7. “Attitude/Opinion questions typically measure evaluations. For example: • Parents should speak to teenagers about drug use at least once a week. • 5 4 3 2 1 • Strongly Agree Neither Disagree Strongly • Agree Agree or Disagree • Disagree Broom and Dozier’s Research Plan Identify general information needs • In this step, decide whether the research must measure one or a combination of the following factors about the targeted publics: • Current awareness. • Knowledge. • Attitudes/Opinions. • Behaviors. Make a program decision. Specify how information will be used. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  8. “Behavior” questions seek to determine what people actually do. For example: • During the last week, how many times did you and your children discuss drug use? • 1) Three or more times. • 2) Twice. • 3) Once. • 4) Not at all. Broom and Dozier’s Research Plan Identify general information needs • In this step, decide whether the research must measure one or a combination of the following factors about the targeted publics: • Current awareness. • Knowledge. • Attitudes/Opinions. • Behaviors. Make a program decision. Specify how information will be used. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  9. Collect and analyze data. Broom and Dozier’s Research Plan Identify general information needs • By this point, you should have a very good idea of who needs to be measured. Refine the targeting of the public, decide their relevant geographic information and make decisions about the sample frame. • Techniques for refining the definition of the target public include: • Archival research on similar campaigns. • Interviews with individuals identified by the client as typical of the target public. Make a program decision. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Define publics or populations to be studied. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  10. Collect and analyze data. Broom and Dozier’s Research Plan This step requires you to write the objectives the following steps are meant to achieve. For example: 1) To gather numerical data from 1000 parents of teenage children regarding the weekly number of conversations they have with their children regarding drug use. 2) To gather qualitative data from 100 teenage children on their opinions regarding drug related conversations with their parents. Identify general information needs Make a program decision. Specify how information will be used. Interpret results and report findings. Define publics or populations to be studied. Develop specific research objectives. Develop specific research objectives. Write research (operations) plan (include data analysis plan). Select research design.

  11. Collect and analyze data. Broom and Dozier’s Research Plan Identify general information needs Go back to your notes from SCOM 260 and SCOM 386 to determine the appropriate format to meet the research objectives. Make a program decision. Specify how information will be used. Interpret results and report findings. Define publics or populations to be studied. Develop specific research objectives. Select research design. Write research (operations) plan (include data analysis plan. Select research design.

  12. Broom and Dozier’s Research Designs Census of total publics, media content, or records High Formal Structured survey using large random samples of publics, media content or logs Structured survey using small random samples of publics, media content or logs Structured survey using non-random, self-selected, quota or purposive samples Medium Accuracy Informal Unstructured in-depth interviews with key individuals or groups Participant observation Field reports Low Casual media scanning Accidental interviews Anecdotal reports Detection Exploration Description Function in Problem Definition

  13. Broom and Dozier’s Research Plan Identify general information needs Other research design decisions that must be made in this stage include: Cross-Sectional vs. Longitudinal Panel Study vs. Trend Study Random or Stratified Sampling Sampling techniques. Data gathering methods. Make a program decision. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Develop specific research objectives. Select research design. Write research (operations) plan (include data analysis plan. Select research design.

  14. Broom and Dozier’s Research Plan Identify general information needs The research plan communicates all the decisions made so far. Included are budget estimates, time schedules, lists of responsible personnel, and descriptions of all data gathering instruments. In addition, a data analysis plan is provided that indicates step-by-step details on how the data will be collected and how the information will be analyzed. Make a program decision. Specify how information will be used. Define publics or populations to be studied. Interpret results and report findings. Develop specific research objectives. Write operations plan. Write research (operations) plan (include data analysis plan. Select research design.

  15. Collect and analyze data. Broom and Dozier’s Research Plan Identify general information needs Here is the fun part! As a rule of thumb ... it takes five times longer to gather and analyze the data than what you first estimated. BE SURE TO GIVE YOURSELF AMPLE TIME FOR THIS STEP! Make a program decision. Specify how information will be used. Interpret results and report findings. Define publics or populations to be studied. Collect and analyze data. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  16. Collect and analyze data. Broom and Dozier’s Research Plan Identify general information needs This step is easy to complete – provided the research objectives were well determined and stated clearly. Make a program decision. Specify how information will be used. Interpret results and report findings. Interpret results and report findings. Define publics or populations to be studied. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  17. Collect and analyze data. Broom and Dozier’s Research Plan • If the process has been carefully followed, then the research provides the basis for program decisions. • At this point, there should be good answers to the following questions: • What strategies should be used in the campaign? • What will be the likely effects of those strategies? • What communication channels should be used? • What specific message appeals should be used? Identify general information needs Make a program decision. Make a program decision. Specify how information will be used. Interpret results and report findings. Define publics or populations to be studied. Develop specific research objectives. Write research (operations) plan (include data analysis plan. Select research design.

  18. Broom and Dozier’s Research Plan Broom and Dozier’s Research Plan Identify general information needs Make a program decision. Specify how information will be used Interpret results and report findings. Define publics or populations to be studied. Collect and analyze data. Develop specific research objectives. Write research (operations) plan (include data analysis plan). Select research design.

  19. So? Here is what has to be done: • Identify the audience • Geographics • Demographics • Psychographics (attitudes towards client, needs, motivators) • Level of involvement (latent, inactive, aware, active) • Identify appropriate communication channels • Media usage • Media attitudes towards client/client objectives • Gatekeepers • Story angles

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