Beruflich Dokumente
Kultur Dokumente
Forrest W. Anderson
Forrest Anderson & Associates, Inc.
Walter G. Barlow
Research Strategies Corporation
Dennis H. Bender
Habitat for Humanity International
Kathryn Collins
General Motors
Donna Q. Coletti
Texas Instruments
John W. Felton
Institute for Public Relations
John Gilfeather
Roper ASW
Dr. James E. Grunig
University of Maryland
Linda Hadley
Porter/Novelli
Michelle Hinson
Institute for Public Relations
Bruce C. Jeffries-Fox
Jeffries-Fox Associates
Fraser Likely
Likely Communication Strategies Ltd.
Dr. Walter K. Lindenmann
PR Research & Measurement Specialist
David Michaelson
Consultant
Thomas Nicholson
Sears, Roebuck & Co.
Sunshine Janda Overkamp
Council on Foundations
Katharine D. Paine
K.D. Paine & Partners
Lisa Richter
Fleishman-Hillard Inc.
Mark Weiner
Delahaye Medialink
Dr. Donald K. Wright
University of South Alabama
FOREWORD
Words are innocent, neutral, precise, standing for this, describing that, meaning the
otherso if you look after them you can build bridges across
incomprehension and chaos.
I dont think writers are sacred, but words are. The deserve respect. If you get the right
ones in the right order they can nudge the world a little.
From the play, THE REAL THING by Tom Stoppard
Jack Felton
President & CEO
Institute for Public Relations
Gainesville, Florida
September 2002
Alpha Level (
) the amount of error
inferential testing
statistical
significance
for
test
of
continuous
respondent
toward
independent variables
some
object;
typically
disagree)
be
provided
to
the
dimensions:
(emotional
evaluation),
connotative
evaluation)
object;
beliefs
three
of
some
or
behave
attitudes
(behavioral
influence
Baseline
Categorical Data
________________________________________________________________________
Baseline an initial measurement
against
which
all
subsequent
campaign
or
program
execution, and evaluation of a public
outcome
in
terms
of
specific
relations plan of action aimed at
or
product
with
the
unique
qualities;
is
not
Analysis
statistical
ordinal data)
examination
of
the
relationship
Category
Coefficient Alpha
________________________________________________________________________
Category in content analysis the part
publication
as
opposed to read)
distributed
(as
selected
responses
variable
Clustered
and
(e.g.,
Sample
predetermined
strongly
agree,
type
of
breaking
the
population
into
sample
deviation,
individual clusters
standardized
score,
at
random
from
the
Coefficient Alpha (
) a statistical test
variance, z-score
Characters a manifest unit of analysis
individuals
or
roles
(e.g.,
An
inferential
Cohort Survey
Communication Product
_______________________________________________________________________
Cohort Survey a type of longitudinal
identifying
the
communication
may differ
and
following methodologies:
formal,
informal,
content
achieved
methodologies
case
(see
study,
the
historical, participant-observation)
paragraphs)
how effectively an
forth
Communication(s)
Audit
organization
these
audiences,
by
Communication(s) Research
5
Construct Validity
________________________________________________________________________
Communication(s) Research any
sometimes
called
measurement
error
Confidence
Level
in
survey
communities
an
mix
research
participant-
of
in
which
informal
methodologies
(i.e.,
of
analysis,
population);
content
analysis,
Interval
in
100
misrepresenting
sometimes
that
called
sampling error
survey
that
dimensionality of a measure
seeks
to
establish
the
Content Analysis
6
Convenience Sample
________________________________________________________________________
Content Analysis (1) an informal
research
methodology
measurement
systematically
(and
tool)
tracks
that
messages
questions;
sometimes
called
funnel question.
Contingency Table a statistical table
for
displaying
the
variables
relationship
between
frequencies
and
in
terms
of
percentages;
content
data
into
predetermined
Convenience
probability
Sample
sample
where
nonthe
of
evaluations of the
Content
Validity
form
measurement
accidental sample
their
responses
to
some
other
Correlation
7
Cyber Image Analysis
________________________________________________________________________
Correlation (r) a statistical test that
against
others
known
to
have
or continuous)
measurement validity
that
describes
the
ratio
data
level
(e.g.,
Pearson
survey
Cumulative Scale (Guttman Scale/
product
or
measurement
topic;
a
(2)
clients
the
image
Data
8
Descriptive Research
________________________________________________________________________
subgroups (e.g., age, sex, income-
the
observations
or
of residence, occupation)
measurements
taken
when
public
relations
Demographic
evaluating
Data
data
that
specific
expectations
or
is measured or collected
Interview
an
extensive,
Technique
open-ended,
largely
research
unstructured
interview,
usually
Descriptive Statistics
9
Ethnographic Research
________________________________________________________________________
Descriptive Statistics the reduction
representing
research,
to
ease
an advertorial)
technique
for
tracking
new
or government publications
measurement error
values
associated
statement;
also
with
known
each
as
Thurstone Scale
Editorial (1) the content of a
Equivalent Advertising Value (AVE)
publication written by a journalist, as
equivalent cost of buying space
distinct from advertising content
devoted to editorial content.
which
is
determined
by
an
Ethnographic Research an informal
advertiser
that
includes
Evaluation Research
10
Face Validity
________________________________________________________________________
individuals and groups function in
participant-observation)
and
deductive
processes;
are
typically
extensive
sponsorship output
Experimental Methodology a formal
that
is
based
on
the
knowledge
of
the
of
interest;
is
not
form of measurement validity
Facilitator
11
F-Test
________________________________________________________________________
Facilitator an individual who leads a
moderator
object,
researchers
to
test
the
or
product;
is
not
validity
less
or
generalize
in nature
restrictions
them
or
to
limits
larger
population
Filter Question a question which is
a funnel question
Focus
Group
Methodology
an
an
significance
Analysis
inferential
associated
of
Variance
test
of
with
(AOV)
Funnel Question
12
Hypothesis
________________________________________________________________________
Funnel Question a question used in a
Guttman
Scale
(Cumulative
Scale/Scalogram) a measurement
scale
unidimensionality
respondent
says
yes,
certain
that
communication
includes
the
explicit
and
intended
proposed
strategy
an
audience/receiver,
that
(2)
G
(Objective)
and
(1)
Goal
assumes
variable
changes
variable;
formally
stated
predication
change to occur
(e.g.,
dependent
males
as
a
will
their
purchases
of
X)
Hypothesis Testing
13
Inferential Research
________________________________________________________________________
Hypothesis
Testing
determining
compares
two
levels
independent
variable
continuous
measured
variable
of
against
an
a
dependent
systematically
In-Depth Interview Methodology an
an
individual
interviews
general
principles
are
from
specific
Research
statistical
Inferential Statistics
14
Instrumental Error
________________________________________________________________________
results
observed
in
sample
public
relations
campaign
or
program.
Inputs the research information and
production process
Chi-Square,
Bivariate
employs
systematically
t-test)
analysis,
survey
content
methodology,
types of
unsolicited
inquiries
that
audience
organization
may
but
gains
in-depth
receive
an
from
or product
error
written
that
occurs
because
the
Interval Data
15
Known Group t-test
________________________________________________________________________
Interval Data measurement data that
ratio
or
data);
temperature
examples
scale,
include
standardized
represent
other
relevant
the telephone
Key
Performance
(Performance
methodology
that
impact of a program of campaign
on
some
continuous
dependent
message
itself
(e.g.,
an
sample
in
which
variable
KR-20
16
Manifest Content
________________________________________________________________________
KR-20 a reliability statistic for
nominal-
or
ordinal-level
Richardson Formula 20
perceived in a message
back
interval-level
set
conducted
Likert
Scale
of
an
predetermined
reactions,
by
approaching
also
called
summated
ratings
Market Research
17
Median
________________________________________________________________________
appears as opposed to latent content
that must be inferred from messages
Market Research any systematic
describes
what
it
believed
to
tendency
the
wires,
of some performance
government
reports
and
discussion groups
dimension,
standard;
activity
precise
usually
done
in
tendency
indicating
the
Mention Prominence
18
Network Analysis
________________________________________________________________________
Mention Prominence an indication of
tendency
indicating
the
most
three minutes)
frequently
occurring,
the
most
facilitator
change
which
content
analyses
are
in
target
audiences
actually
variables
planned
messages
are
coverage
of
messages
Network Analysis a formal or
research
method
that
Neutral Point
19
Null Hypothesis
________________________________________________________________________
examines how individuals or units or
observation or measurement
Nonverbal
systematic way
Communication
that
extremes;
scales
in
Likert-like
verbal], environmental)
Normal Curve measurement data
reflecting
error
free;
the
all
hypothetical
continuous
or
Objective
20
Outcomes
________________________________________________________________________
Opportunities to See (OTS) the
number
of
times
particular
forms:
informational
message, subject or issue; also
(cognitive),
motivational
known as impressions
(attitudinal/belief),
behavioral
Ordinal Data measurement data that
(actionable);
(2)
an
explicit
are categories in which items are
ordered;
categorical
data;
income as categories of
consumer
poll
knowledge,
attitude,
usually
opinion, and behavior levels that
Outgrowth
21
Panel Survey
________________________________________________________________________
Outgrowth the culminate effect of all
communication
programs
and
heeded
or
responded
to
stakeholders or publics
researcher
embedded
(also
known
as
in
the
product,
and
(3)
the
number
of
data that are collected twice on the
process,
the
number
consists of the same individuals or
distributed
and/or
the
number
objects that is observed or measured
Parameter
22
Performance Measure
________________________________________________________________________
deliberately recruited by a research
special
category
firm
because
of
their
in
by
the
total
divided
sampling,
of interest
Parametric Statistics inferential and
descriptive
statistics
based
on
continuous data
Participant-Observation an informal
life
of
an
organization
or
coverage
or
interactions
increase
of performance or campaign
decrease
of
media
Performance Result
23
Program
________________________________________________________________________
(Key
campaign performance
Performance
Result
selected
for
observation
or
measurement
Probe Question a question used in a
questionnaire
or
schedule
that
forth
Poll (1) a form of survey research that
survey-like
method
whose
forth
solving a problem
Prominence of Mention
24
Push Poll
________________________________________________________________________
Prominence
of
Mention
trend
relations
campaign
or
program
company,
individual
product,
issue,
or
survey
the sample
Psychographic Research research
non-demographic
traits
and
consequences on an organization or
question
product
implying
questionable
Q-Sort
25
Range
________________________________________________________________________
participant; see also: funnel and
probe questions
Q-Sort a measurement instrument that
Questionnaire
measurement
that
questions
and
contains
exact
an
employs
more
closed-
probing,
open-ended,
probability sample that draws its
response
format
or
reflects
an
sample based on a percentage or
ethnomethodological orientation
quota from the population and stops
Quantitative Research usually refers
sampling when that quota is met; a
to studies that are highly objective
non-probability sample that attempts
and projectable, using closed-ended,
to have the same general distribution
forced-choice
questionnaires;
of population characteristics as in the
research that
relies
heavily on
sample
statistics
that
expresses
the
Ratio Data
26
Response Rate
________________________________________________________________________
lowest scores in the data set;
predicts
(measured)
dependent
variable
outcomes
for
459.67o or 273.15C)
after
targeted
audience
group;
(summative
or
evaluative
TV
or
audience
for
programs
Response
Rate
from
survey
methodology,
publication, on average
the
number
of
Sample
27
Secondary Methodology
________________________________________________________________________
variables; also known as a scatter
diagram or scatterplot
Sample a group of people or objects
Schedule (1) the timeline on which a
chosen from a larger population (see:
public
relations
program
or
longitudinal
survey;
in
focus
group
and
in-depth
snapshot survey)
interviews to gather data
Sampling Error for surveys, see
Screener Question one of several
confidence level
questions
usually
asked
at
the
determine
if
the
potential
(Guttman
question
Scale/Cumulative
Scale)
a
Secondary Methodology an informal
and
(b)
that
extant
data
in
order
to
draw
in
benchmarking
on
continuous
data
that
distributed
between
two
and
Semantic Differential
28
Skip Interval
________________________________________________________________________
Semantic Differential an attitude
bipolar
coverage
adjectives
or
phrases
continuum
separated
by
members
having
the
random
relations
public
affairs
product
of
and/or
coverage
devoted
to
based
usually
on
systematic
defined
as
sampling;
the
total
to
topic
as
radio/television
particular
coverage
industry
or
Snapshot Survey
29
Statistical Significance
________________________________________________________________________
from a population of 10,000 people,
the
skip
interval
would
be
100/10,000
100
individuals
Standard Deviation (
) a descriptive
skipped
between
selected
participants)
indexes
the
variability
of
sample
in
which
descriptive
statistic
continuous
data
based
that
on
expresses
to
which
relationships
product output
Stratified Sample
30
Targeted Gross Rating Points
________________________________________________________________________
terms of the confidence that we have
confident)
Stratified
Sample
type
of
Sample
type
of
a random start
differentiated
from
Methodology
formal
characteristic or attribute (e.g., sports
data
and
analyze
a
Targeted Gross Rating Points (TGRP)
beliefs,
and
opinions
Gross
Rating
Points
(GRP)
(see
targeted to a particular group or
Test-Retest Reliability
31
Type of Article
________________________________________________________________________
Test-Retest Reliability a test for a
measures reliability by testing the
same sample with the same measure
Analysis
tracking
of
over time
Themes a latent unit of analysis used
campaign
or
program;
survey
through
Throughputs
the
development,
repeated
independently
surveys
selected
of
samples
significance
the
throughput
stage
of
continuous
against
process
for
bivariate
paired
independent
t-test;
independent
t-test;
publication
such
as
story)
review,
by-lined
product
article,
Unit of Analysis
32
Z-Score
________________________________________________________________________
product or topic coverage (e.g.,
of
the
squared
standard
symbols/words,
time/space
a unit of analysis
an
expectation,
underlying
usually
cultural
directs
an
individuals beliefs
Variance (
2) a descriptive statistic of
central tendency that measures the
To be the leading provider of information about & advocate for PR and related
communication research & evaluation.
To actively promulgate the need for & value of research & evaluation in public
relations.
Commission Objectives
To be the leading arbiter of accepted standards for research & measurement that
relate specifically to public relations, as well as for related communication
disciplines that may apply or be linked to public relations programs and activities.
counseling firms
research firms
Academicians
The papers & other supporting materials provided by the Commission, and its own
research, seek to adhere to the highest standards of research methodology and apply them
in a very practical sense to real-life public relations planning, program development &
measurement experience. The Commission recognizes that broader use of research &
measurement in public relations can not only increase the effectiveness of public relations
but also raise its profile as a management discipline. The Commission will track its
success through number of requests for research and measurement white papers
Distinguished awards and competitions that serve as incentives for students and
scholars to build the body of knowledge in the field.
The IPR Research and Education Newsletter, which lists PR research projects
underway, the latest PR studies, survey results, publications, and a calendar of
upcoming meetings of interest to PR executives, researchers and educators.
Other resources:
Primer of Public Relations Research
Copyright 2002
"Primer of Public Relations Research." Published by The Guilford Press, New York,
"Primer" provides easy to understand explanations of the complexities, methodologies and
terminology of PR research. Dr. Don Stacks, University of Miami, shows that public
relations research can be far easier and more affordable than most people think. Order
directly from the publisher or Amazon.com.
Psychology and Public Relations Today:
Annotated Bibliography of Recent and Significant Psychological Research of Import To
Public Relations Practitioners
By Nicholas DiFonzo and Elizabeth Toth
Copyright 2001
Underwritten by a generous grant from General Motors, this bibliography consists of recent
psychological research, reviews, and theoretical works that bear upon the work of the public
relations practitioner.
The Magic Communication Machine - Examining the Internet's Impact on Public
Relations, Journalism and The Public
By Donald K. Wright, Ph.D.
Copyright 2001
This comprehensive study, sponsored by The WORLDCOM Public Relations Group,
examines the Internet's impact on public relations, journalism and the public. It shows that
journalists feel the quality of their work has improved, with reporting made easier as a result
of the Internet and e-mail, and that e-mail has become the preferred medium for
communication between public relations people and journalists. The study also warns of the
growing concerns of abuse of information and data clutter.
Playing by the Rules:
Relationships with Online Users
By Mara E. Len-Ros, Ph.D. student
Winner of the 2000 Lindenmann Award
Copyright 2000
RATES (Rules-Appropiate Testing Evaluation Scale) and Implications for E-Commerce and
Portal Web sites.
Corporate Communications Policy Concerning The Internet
By Donald K. Wright, Ph.D.
Copyright 1998
Corporate Communications Policy Concerning The Internet:
A Survey of the Nation's Senior-Level Corporate Public Relations Officers.