ResearchResearch

Chapter 5Chapter 5

PR’s RACE ProcessPR’s RACE Process Chapter 5, Research, begins four chapter sequence on Chapter 5, Research, begins four chapter sequence on

the PR RACE process—Research, Action, the PR RACE process—Research, Action, Communication, EvaluationCommunication, Evaluation

Before any PR program or campaign can be undertaken, Before any PR program or campaign can be undertaken, information must be gathered and data must be collected information must be gathered and data must be collected and interpreted. and interpreted.

There are different types and methods of research—There are different types and methods of research—depends on the particular subject and situation. depends on the particular subject and situation.

Chapter examines various research techniques—from Chapter examines various research techniques—from using secondary sources such as libraries, books, using secondary sources such as libraries, books, newspapers and magazines, the Internet and online newspapers and magazines, the Internet and online data bases and their respective strengths and weaknessdata bases and their respective strengths and weakness—to primary research such as questionnaires, —to primary research such as questionnaires, interviews, sampling, and focus groups. interviews, sampling, and focus groups.

How PR Pros Use ResearchHow PR Pros Use Research

To achieve credibility with managementTo achieve credibility with management Define audiences and to segment publicsDefine audiences and to segment publics Formulate strategyFormulate strategy Test messagesTest messages Help management keep in touchHelp management keep in touch Prevent crisesPrevent crises Monitor the competitionMonitor the competition Sway public opinionSway public opinion Generate publicityGenerate publicity Measure successMeasure success

““Casual and Informal” ResearchCasual and Informal” Research

In public relations, research is used to In public relations, research is used to gather data and informationgather data and information

Unlike scientific and other technical Unlike scientific and other technical research, PR research is more “casual research, PR research is more “casual and informal” than scientific and precise, and informal” than scientific and precise, according to a survey of PR practitionersaccording to a survey of PR practitioners

Primary and Secondary ResearchPrimary and Secondary Research

Primary Research methods gather new and Primary Research methods gather new and original information firsthandoriginal information firsthand

Methods include in-depth interviews, focus groups, surveys Methods include in-depth interviews, focus groups, surveys and pollsand polls

Secondary Research uses existing information Secondary Research uses existing information in books, magazines, newspapers, the Internetin books, magazines, newspapers, the Internet

Also can involve “archival” research– taking an inventory of Also can involve “archival” research– taking an inventory of organizational materials that can shed light on such things asorganizational materials that can shed light on such things as

The success of the product/service in the pastThe success of the product/service in the past Analysis of what geographical areas provide the most salesAnalysis of what geographical areas provide the most sales A profile of the typical customer who buys product/uses serviceA profile of the typical customer who buys product/uses service

Rosetta Stone ExampleRosetta Stone Example Rosetta Stone is a CD-Rom and online language Rosetta Stone is a CD-Rom and online language

learning software programlearning software program PR campaign to increase brand awareness and salesPR campaign to increase brand awareness and sales Customer research showed:Customer research showed:

More than 70-percent of purchasers were men, average age 38, More than 70-percent of purchasers were men, average age 38, highly educated and affluent ($60,000+ annual income)highly educated and affluent ($60,000+ annual income)

Sales were highest in the fourth quarter- just before Christmas Sales were highest in the fourth quarter- just before Christmas with many customers receiving product as giftswith many customers receiving product as gifts

Given this baseline data, the PR firm of Carmichael Lynch Given this baseline data, the PR firm of Carmichael Lynch Spong was able to figure news strategies to reach out to new Spong was able to figure news strategies to reach out to new customers and core customers in other months of the yearcustomers and core customers in other months of the year

Other Research CategoriesOther Research Categories

QualitativeQualitativeGood For: Good For: Probing attitudes/perceptionsProbing attitudes/perceptions Assessing message Assessing message

penetrationpenetration Testing messagesTesting messages

Qualitative MethodsQualitative Methods Content Analysis- Content Analysis- gather clipsgather clips Interviews- Interviews- intercept/mall interviewsintercept/mall interviews Focus Groups-Focus Groups-8-12 people8-12 people Copy Testing- Copy Testing- is this clear?is this clear? Ethnographic Techniques-Ethnographic Techniques-

observing patterns/behavior; roll observing patterns/behavior; roll playingplaying

QuantitativeQuantitativeCharacteristics:Characteristics: More “hard” than “soft” dataMore “hard” than “soft” data More scientificMore scientific Highly structuredHighly structured Needs random sampling and large Needs random sampling and large

number of respondentsnumber of respondents

Quantitative Methods: Quantitative Methods: Telephone pollsTelephone polls Mail surveysMail surveys Shared cost studiesShared cost studies

National Survey Surprises? National Survey Surprises? To get a highly accurate idea To get a highly accurate idea

of what the U.S. adult of what the U.S. adult population is thinking, national population is thinking, national polling firms usually sample polling firms usually sample 1,000 to 1,500 people1,000 to 1,500 people

Effective polls and surveys Effective polls and surveys require a “random sample” require a “random sample” (aka “probability sample”)(aka “probability sample”)

This means that everyone in This means that everyone in the targeted audience has an the targeted audience has an equal or known chance for equal or known chance for being selected for the surveybeing selected for the survey

The average national poll The average national poll samples 1,500 people and the samples 1,500 people and the margin for error is within 3 margin for error is within 3 percentage points 95 percent percentage points 95 percent of the timeof the time

This means 19 out of 20 times This means 19 out of 20 times the same questionnaire is the same questionnaire is administered, the results administered, the results should be within the same 3 should be within the same 3 percentage points and percentage points and accurately reflect the whole accurately reflect the whole populationpopulation

Telephone directories are Telephone directories are often used to randomly select often used to randomly select respondentsrespondents

Hawaii example- p.140Hawaii example- p.140 PR sample sizes are usually PR sample sizes are usually

smaller—can accurately get a smaller—can accurately get a sense of public attitudes and sense of public attitudes and opinions from 250-500 opinions from 250-500 responses– gives plus/minus responses– gives plus/minus 5-6 percent accuracy 5-6 percent accuracy (see p.140)(see p.140)

Questionnaire GuidelinesQuestionnaire Guidelines

Much care must be taken in the wording of Much care must be taken in the wording of all questions to ensure maximum clarityall questions to ensure maximum clarity

Questions often go through many drafts Questions often go through many drafts before achieving the desired tone, before achieving the desired tone, clearnessclearness

Avoid biased, slanted wording Avoid biased, slanted wording and questionsand questions– Example (from an ACLU survey):– Example (from an ACLU survey):

“Do you agree with this statement: ‘I believe that the President does not need to use “Do you agree with this statement: ‘I believe that the President does not need to use unauthorized and illegal powers to keep us safe, that warrantless spying on unauthorized and illegal powers to keep us safe, that warrantless spying on Americans is unnecessary, and illegal and that, in America, no one– including the Americans is unnecessary, and illegal and that, in America, no one– including the President—is above the law.’”President—is above the law.’”

Answer CategoriesAnswer Categories

It is important that answer choices are provided It is important that answer choices are provided that cover a range of opinionsthat cover a range of opinions

Avoid “yes” or “no” responses– they don’t really Avoid “yes” or “no” responses– they don’t really provide much insight into perceptions and provide much insight into perceptions and attitudesattitudes

Seek instead to have answers that probe the Seek instead to have answers that probe the depth of feeling among respondents and may depth of feeling among respondents and may serve as guidelines for management in making serve as guidelines for management in making major changes or just fine-tuning existing policymajor changes or just fine-tuning existing policy

Specific Questionnaire GuidelinesSpecific Questionnaire Guidelines What type of info needed and in What type of info needed and in

what detailwhat detail State survey objectives in writingState survey objectives in writing Decide who/which groups will Decide who/which groups will

receive surveyreceive survey Decide the sample sizeDecide the sample size State the purpose of the survey State the purpose of the survey Guarantee anonymityGuarantee anonymity Use closed-end (multiple choice) Use closed-end (multiple choice)

answers as often as possibleanswers as often as possible Design in way that answers can Design in way that answers can

easily be coded for analysis easily be coded for analysis

No more than 25 questionsNo more than 25 questions Use ranges for age, education, Use ranges for age, education,

income—people more comfortableincome—people more comfortable Use simple, familiar wordsUse simple, familiar words Avoid ambiguous words and Avoid ambiguous words and

phrases that may confusephrases that may confuse Context and placement of Context and placement of

questions are importantquestions are important Provide space for comments at Provide space for comments at

endend Pretest the questions with reps. of Pretest the questions with reps. of

your target audience for your target audience for understanding and possible biasunderstanding and possible bias

Reaching RespondentsReaching Respondents The Pros and Cons of: The Pros and Cons of:

Mail QuestionnairesMail Questionnaires- Easy to distribute; Low response rate- Easy to distribute; Low response rate Telephone SurveysTelephone Surveys- Feedback immediate, personal, skilled phone - Feedback immediate, personal, skilled phone

interviews can get high response rate; Hard to get hold of phone numbers; interviews can get high response rate; Hard to get hold of phone numbers; skeptical public– “Trying to sell me something?”skeptical public– “Trying to sell me something?”

Personal InterviewsPersonal Interviews- Can generate a wealth of detailed information; - Can generate a wealth of detailed information; Expensive, smaller response pool, much advance workExpensive, smaller response pool, much advance work

Omnibus or “Piggyback” SurveysOmnibus or “Piggyback” Surveys- can buy a few questions that - can buy a few questions that will be part of a national survey. Plus is cost. Minus is may only get a small will be part of a national survey. Plus is cost. Minus is may only get a small snapshot of public opinion with one/two questionssnapshot of public opinion with one/two questions

Web and E-mail SurveysWeb and E-mail Surveys- Benefits are that large samples can be - Benefits are that large samples can be generated in a short amount of time, economical, data can be analyzed generated in a short amount of time, economical, data can be analyzed continually. Negatives are: No control over sample size or the selection of continually. Negatives are: No control over sample size or the selection of respondents. Attract respondents with: banner ads, e-mail, phone, postcard respondents. Attract respondents with: banner ads, e-mail, phone, postcard invitations, and offering gift coupons and other incentives to respondents invitations, and offering gift coupons and other incentives to respondents