Term
| Ways to Use Research (10) |
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Definition
* Achieve credibility
* Identify/segment publics
* Develop strategy
* Test messages
* Inform management
* Prevent crisis
* Monitor competition
* Influence opinion
* Generate publicity
* Measure success |
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Term
| What is the value of research? (2) |
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Definition
* Provides discussion & debate of relevant topics
* Helps practitioners save time, resources, and $ |
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Term
| Research Categorization Schemes (6) |
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Definition
* Primary vs. secondary
* Formal vs. informal
* Exploratory vs. confirmatory
* Scientific vs. non-scientific
* Descriptive vs. analytical
* Qualitative vs. quantitative |
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Term
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Definition
* Archival
* Databases
* Internet
* Content analysis (feedback)
* Interviews
* Focus groups
* Copy testing |
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Term
| Non-scientific (qualitative) research |
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Definition
* focus groups
* depth interviews
* participant observation |
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Term
| Scientific research (quantitative) |
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Definition
* surveys & polls
* experiments (different variables) |
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Term
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Definition
| the widest possible parameters of people whose opinions you wish to study |
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Term
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Definition
* Non-probability sample (intercept, convenience, purposive)
* Probability/random sample (systematic, quota, proportional)
* Census |
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Term
| Survey research vs. experimental research depends on... |
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Definition
| randomization of subject selection for scientific rigor and generalizability, but experimental research depends upon randomization of subjects into various treatments |
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Term
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Definition
| the amount of random sampling error in a survey's results |
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Term
| How to reach respondents (5) |
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Definition
* Standard mail
* Telephone
* In-person
* Omnibus survey
* Web and/or e-mail |
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Term
| Elements of a Strategic Plan (8) |
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Definition
* Situation analysis
* Objectives (motivational, informational)
* Audiences/stakeholders
* Strategy/key themes
* Tactics
* Calendar/timetables
* Budget
* Evaluation |
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Term
| Informational vs. motivational objectives |
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Definition
* Informational = endorsements, facts, promotions, coverage, etc.
* Motivational = incentives |
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Term
| Sample general objectives (4) |
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Definition
* Make aware
* Name recognition
* Inform/guide
* Persuade |
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Term
| Sample specific objectives (8) |
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Definition
* Volunteer
* Talk about
* Wear or display
* Vote
* Give money
* Write letter
* Mail in response
* Telephone |
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Term
| Possible objectives for communicators (5) |
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Definition
* Message exposure
* Accurate dissemination of message
* Acceptance of message
* Attitude change
* Change of behavior |
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Term
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Definition
* shared experience - sender & receiver have a common background/experience
* continuous feedback - both the sender & receiver continually receive, encode, decode, and interpret information. |
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Term
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Definition
| * two-way symmetric communication: balanced communication between the sender & the receiver |
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Term
| Laswell's definition of communication |
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Definition
| "Communication is who communicates what to whom with what intent" |
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Term
| Laswell's definition of communication |
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Definition
| "Communication is who communicates what to whom with what intent" |
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