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P R 301 Chapter Notes - Chapter 18: Content Validity, Face Validity, Level Of Measurement
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Ch 18: Measuring Instruments Measuring Instruments Reliability degree of consistency Measured through test-retest Recording a respondents answers at one time and then doing it a second time and comparing answers Measured t...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 17: Sampling Frame, Sample Size Determination, Cluster Sampling
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Sampling Population Target population is identified by the researcher You are most likely no going to find a complete list of your population or be able to interview each of them - therefore you must take a sample Sampling...

Public Relations
P R 301
A. King
P R 301 Chapter 16: Empirical Research: Survey Research
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Empirical Research: Survey Research Research Considerations the research subject and demographic you are reaching must be considered to make a survey as successful as possible Literacy Language issues Geographical stratifi...

Public Relations
P R 301
A. King
P R 301 Chapter 15: Handling Qualitative Findings
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Handling Qualitative Findings Handling qualitative data Rougher less refined info than quantitative Must be categorized, defined, and interpreted on your own Sorting responses into similar categories Begins with preliminar...

Public Relations
P R 301
A. King
P R 301 Chapter 14: How Qualitative Research can Enhance Quantitative Research
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How Qualitative Research can Enhance Quantitative Research Preceding quantitative research Begins with research questions based of literatureresearch Good alternative when there is not enough prior personal research It can...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 13: Apperception
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Other Qualitative Methods - Additional qualitative research methods - Personal interviews - Maybe not face to face (phone or over internet) - Can be groups of respondents - In depth interviews are a specific type of person...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 12: Focus Group, Usability
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Interviews - Best uses - More rich answers than are possible from a focus group - Deep insights - Sensitive topics - Things people dont want to discuss with a focus group - Personal care products - Medications - High level...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 11: Content Analysis
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Content Analysis Use of content analysis Knowing content characteristics Length, date, positivenegative, fonttype size, headline, page placement, content, photos, attractiveness, advertisements Can compare with competitors...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 10: Focus Group, Internet Forum
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Focus Groups Best uses of focus groups They are often misused Often become more about critique than insights Judge and jury approach Typical cost: 5k-10k Less than a lot of large surveys Key areas where focus groups can ad...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 9: Copy Testing, Vise
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Uses of Qualitative Research Qualitative Research About understanding what people think and do Concepts, ideas, definitions, characteristics, meanings, symbols Used to define problems and develop research questions credibi...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 8: American Advertising Federation, Adweek, Advertising Age
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Useful Resources Resource overview Three resources of helpful resources: Industry trade organization Report on strengths and weaknesses in the industry Industry and academic publications Government organizations Federal Tr...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 7: Bounce Rate, Web Analytics, Search Engine Marketing
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Online Resources Pay-per-click advertising: a sponsor buys a keyword so when you search with that key word their ad comes up Search engine optimization: paying to have your brand come up when a user s...

Public Relations
P R 301
A. King
P R 301 Chapter 6: Syndicated Research
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6: Syndicated Research Types of Syndicated Research Not single sponsored Having many companies fund the research and they all reap the benefits Uses of syndicated research Used by PR and AD professionals daily Ex. your ad ...

Public Relations
P R 301
A. King
P R 301 Chapter 5: Introduction to Secondary Research
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Ch 5: Introduction of Secondary Research Secondary vs. Primary Most clients when they ask for research are referring to primary research Primary collecting new information Secondary summary, collation, synthesis of existin...

Public Relations
P R 301
A. King
P R 301 Chapter Notes - Chapter 4: Deductive Reasoning, External Validity, Inductive Reasoning
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Ch 4: Designing Research Methods vs. methodology Research method: simply the way the research is conducted. There are many types of methods Methodology: the study of methods. A much more broad definition. It encompasses ma...

Public Relations
P R 301
A. King

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