MKTG 123 CH 8

CH 8 - Research

T/F: Just because it is research means it should be believed

False

• foundation for sensible programmatic initiative

• must be complemented by analysis and judgement

• managers want proof that advice is based on logic and clear thinking

• ground advice in hard data

Research

What are the 3 efforts that contribute to our bottom line?

outputs, outtakes, outcomes

Did we get the coverage we wanted?

Outputs

Did our target audience see and/or believe our messages?

Outtakes

Did audience behavior or relationships change, and did sales increase?

Outcomes

Yes/No: Can one technique evaluate effectiveness?

No

Primary research is either _____ or ______

Applied, technical

solves practical problems

applied research

aids understanding of a public relations process

theoretical research

secondary research relies on _______ _______ (e.g., books, articles, databases, etc.)

existing material

What type of research is used in program development to:

• determine program objectives

• develop message strategies

• establish benchmarks

Strategic

What type of research is summative and is:

• conducted primarily to determine whether public relations program accomplished goals and objectives

• can also be used for monitoring

Evaluative

What type of research is :

• more abstract and conceptual

• builds theories/frameworks for persuasion

• high credibility sources important (trustworthy, experts, powerful)

• simple messages

• increases persuasiveness

Theoretical

________ is the foundation of modern social science

Observation

What are 3 primary forms of research ?

Surveys, Communication audits, and unobtrusive measures

reveal attitudes and opinions ( most frequently used research method)

surveys

capture real communications; can refute assumptions

communication audits

do not intrude on the subject or object

unobtrusive measures

______ surveys offer a snapshot of a current situation

descriptive

____ surveys are concerned with cause and effect

explantory

What are four elements of surveys ?

• sample

• questionnaire

• interviews

• analysis

What type of sample requires equality and independence?

Random Sampling

What type of sample are:

• convenience samples

• quota samples

• volunteer samples

Nonrandom

_______ consist of:

• random people or Delphi panel

• focus groups

• telephone interviews

• email interviews

interviews

What are four types of interviews?

• drop off interviews

• intercept interviews

• Delphi panels

• internet interviews

• valid and reliable results

• margin of error

• statistical significance - by chance?

Analyzing Results

understand relationships between managemnt actions and objectives and communications methods to promote those objectives

Communications Audits

• fact-finding

• content analysis

• copy testing

• case study research

Unobtrusive methods

• results analyzed for meaning and action

• measure results against established onjeectives

• accountability = taking responsibility for achieving the performance promised

evaluation

_______ evaluaiton measures:

• target received messages

• target paid attention to messages

• target understood messages

• target retained messages

• target acted on messages

outcome

What type of research consists of:

• unique visitors

• returning visitors

• costs per click through

• total time spent on a site

• downloads

• costs per contact

• links from other sites

• google page rank

• content popularity

• sales

Online research

process od iproving the visibility of a webiste or web page in a search engine’s algorithmic search results

Search Engine Optimization

What are some examples of social media metrics ?

• blogger outreach

• Twitter analytics

• Facebook analytics

• YouTube and other video sites

• establish objectives

• determine criteria

• determine benchmarks

• select the right measurement tool

• compare results to objectives

• draw actionable conclusion

Web Research Considerations