Week 11

Chapter 6 of Johnston & Zawawi
Ch. 6 – Research & Evaluation
Phases of Research
Input – “information gathered during the initial phases of research provides input into the planning of a communication program” (Pg 137)
Output – “Research during the development and implementation stages of a strategy contributes to more effective outputs” (138)
Outcome – “research at the end of a communication program provides insight into the outcomes of the entire effort” (138)

“Research is an essential task within public relations, used to identify the requirement for a communication program, to assist in establishing that program, to check progress and to evaluate the effectiveness.” (138)

Research Techniques
Surveys Focus Groups
Mail Ethnographic studies
Telephone Case Studies
Face-to-face Analysis of Existing Data
Internet Content Analysis
In-depth interviews Feedback Analysis