How To…Conduct Communications Research


Undertaking research is an increasingly important part of communications executives' jobs, whether it's to contribute to measurement efforts, facilitate integration, justify budgets or simply gather intelligence about their target stakeholders. But research is the stuff Ph.D degrees are made of--in other words, it's a science that is learned over the course of an academic lifetime and is impossible to perfect. Thanks to Don Wright, professor of public relations at Boston University's College of Communication, the following how-to guide offers a crash course in the components that combine to create the ultimate body of knowledge: Qualitative Versus Quantitative Research Qualitative: Data are primarily verbal and visual Researchers work with participants in natural setting The researcher is usually the study's measurement instrument Relies mainly on human insight Counting is acceptable but often not very useful Quantitative: Data are primarily numerical; replicable and reliable Research recruit "subjects" for controlled observation Researcher designs/creates a measurement instrument, such as a questionnaire Relies on statistical measures and tests Counting is acceptable and very useful Research Tools Focus Groups: Focused discussions that can be used as pilot studies to collect preliminary information about a topic prior to a quantitative survey or to explore post-survey information more in-depth. Advantages: Quick and relatively inexpensive Disadvantages: Limited external validity Surveys: Collection of data from multiple respondents.

Subscribe Now  |  Login


Comments Off



Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.