1. Stages of research

Research is a “ careful investigation” or a diligent inquiry into any subject, its aim is to explain, predict, control. Research in PR is one of the form of gathering information and its analysis. Research methods are different, they depend on some factors: timing of PR campaign and its budget.

Starting the research , PR executive should take into consideration the following questions:

1. What problem should be tackled;

2. What information is required and what analysis will be made;

3. How and when the research results will be used;

4. What group of auditorium is required ;

5. What is the research budget.

Answers will help to develop a strategy: to work inside the company or outside; to work with all community or with target group.

2. Research’ sources

Research methods may be based on secondary sources ( вторичные источники): ready *information ___________________________________________________________

**or primary sources ( первичные источники)

The PR researcher customarily gather new and original information rather than relying on printed source material

Primary sources: interview is used for **_____________________________________

One of the method is intercept interviewing: it takes 2-5 minutes.

Target interviewing is used for more important PR –campaigns ( for example, finance for charity): well- known persons or leaders are interviewed to show the campaign importance.

***Focus groups

Pilot research – may be used to check questioning and message impact in a small group or target auditorium.

Quantitative research- random sampling method ( метод случайной выборки), laws of probability, mathematical statistical techniques help to make more precise and meaningful the results of investigation.

3 Glossary

To rely upon – полагаться на

Intercept interviewing- интервью в местах продаж

Evaluation- оценка

Target interviewing - целевое интервью

Pilot research- “пилотное” исследование

Types of Survey Questions

• Stimulus open/response open questions: What do you believe are the major problems in the city?

• Stimulus open/ response closed: What do you believe are the major problems in the city? And a list of 12 problems from which to choose

• Stimulus closed/ response open: Unemployment is one problem facing our community. What do you feel about it?

• Most used: stimulus closed/ response closed: Unemployment is one problem facing our community. What do you feel about it? – and a list of seven answers, ranging from “ very concerned” to” not at all concerned”. There is no choice for the respondents to answer in their own words.

• Closed – response is only “ yes/no,” “agree/ disagree” or “ strongly agree- strongly disagree”

Several rules about questions wording:

• Questions should be clear, using everyday language and avoiding jargon, abbreviations, foreign phrases, slang

• Questions should be short

• Questions should not ask more than one thing ( wrong: The city is overcrowded and needs metro. Do you agree or disagree? The respondent might agree with the first part and disagree with the other.)

• Questions should avoid leading the respondent answer. A leading question is: “ Like most Americans, do you read a newspaper every day?

Preparatory work:

• Who will be interviewed?

• How to select people for the interviews?

• How many people to interview?

• When to interview?

Task for IWS- Interviews in PR

Task for office hours- Compose interview on PR ethics

Reference

Mandatory

Аги У,КамеронГ. Самое главное в PR, Питер 2004