PUR 3000 Lecture Notes - Lecture 10: Media Monitoring, Quota Sampling, Ethnography

• School: University of Florida
• Department: Public Relations
• Course: PUR 3000
• Professor: Jungyon Won

Document Summary

Qualitative: soft data, focuses less on numbers, open ended questions, not as structured. Quantitative; highly structured questions, focuses on hard numerical data, Content analysis: systematic and objective counting or categorizing of content. Appropriate for the analysis of document, speeches, media releases , video content, and. Csr, crisis, issues management script, interviews and focus groups. Rq: how much press coerage did the campaign generatr. Rq: how many times did the company name appear in the news. Rq: what are the most common words associated with the product. Interview: other public relations professional for ideas and suggestions o. Information is needed on public opinions and attitude unscientific and unreliable public places (eg shopping mall, street): focus groups: Qualitative research method collecting data based on group interaction products/services community relations/health communication. Moderator: director the topic and conversations 8-12 (who represent the characteristics of the target audience/public.