PBRL 270 Lecture Notes - Lecture 8: Content Analysis, Convenience Sampling

• School: UTK
• Department: Public Relations
• Course: PBRL 270
• Professor: Candace L.White

Document Summary

Research methods: survey, interviews, focus groups- tell something about subject; like people, experiments, content analysis- quali es look/feel/time, ethnography/ eld observation, textual analysis- describes look/feel/time. Pr research- controlled, objective, systematic gathering of information for the purposes of describing and understanding: point of departure for communication plan. What is difference in research methods before campaign and after: same method but different questions. Formative research: ask questions we know already we would ask at the end of a campaign. If you get results you can"t use change your objective. Why research: to make communication efforts effective. Thursday, september 21, 2017: to increase two way communication, to learn from mistakes and successes, to scan environment. Issues management: intrinsic value of research. Obstacles: can"t afford it- should have 10% of your budget allocated, don"t have enough time, already know what the results will be- wrong, project is unique and has never been done, don"t know where to start.