Public Relations Chapter 5

Achieve credibility with management define audiences and segment public formulate strategy test messages help management keep in touch prevent crises monitor competition sway public opinion generate publicity measure success

Use of existing information in books, magazines, electronic databases to produce data

New and original information in generated through a research design that is directed to answer a specific question more apprealing to C-SUITE and marketers

Affords the researcher rich insights and understanding of a target public can demonstrate "red flags" "SOFT" data open-ended questions usually valid but not reliable

Often more expensive and complicated but it enables a greater ability to generalize larger populations "HARD" data close-ended questions & forced choices usually valid and reliable

Lexis/Nexis Factivia (Dow Jones)

Content analysis interviews focus groups copy testing ethnographic techniques

Randomness and large number of respondents use of Random Sampling

1,000-1,500: 3% margin of error 50-500: 5-6% margin of error 100: 10% margin of error

Occurs when respondents choose answers that they think are the "politcally correct" answers that the sponsor of the survey wants to hear of reflects favorably on them as a good worker or citizen

1.mail questionnaires 2. telephone surveys 3. personal interviews 4. omnibus surveys 5.web and e-mail surveys