Readings- Chapter 6 ‘Research and Evaluation’
This weeks readings were all about research and evaluation, which marks the final submission for my CMNS1290 blog. Three terms that I feel I should remember from this weeks reading were input, output, and outcome. I had never come across these terms until this weeks reading and I found it slightly difficult to grasp the concept. Inputs determine what goes into the program, outputs are the elements of the program and outcomes are the results of those outputs on the target public (Glenny & Singh 2004:140). There are also various types of input research methods that I would need to apply in practice as a PR practitioner, exploratory, development, and benchmarking (Glenny & Singh 2004:143).
When conducting research as a PR practitioner I would need to establish whether quantitative, qualitative, informal and formal methodologies are more appropriate for the information I require (Glenny & Singh 2004:138). When I hear quantitative I think quantity therefore numbers when I hear qualitative I think quality therefore words. Formal research is characterised by procedures, methodologies, analysis, it also begins with a question and requires an answer (Glenny & Singh 2004:147). On the other hand informal research has no agreed rules and procedures. There are also various research techniques used for research surveys, interviews, focus groups, media monitoring the list is extensive.
I think the key point for this weeks reading is to remember that as a aspiring PR practitioner, research is used to identify the requirement for a communication program, to assist in establishing that program, to check the progress, and to evaluate effectiveness (Glenny & Singh 2004:138). Essentially a PR practitioner would need to establish what research methods are appropriate, then conduct the research choosing appropriate methodologies and techniques, and evaluate the effectiveness of the research/results.
References:
Johnston, J. & Zawawi, C. (2004).Resarch and Evaluation. In Public Relations Theory and Practice. (pp. 137-168).
3 comments:
Hey Michaela! I realised something really freaky when reading this. You write exactly like me! I also found the most important points to remember from this weeks reading the terms input, output and outcome. The point you make about the need for a PR practitioner to establish what research methods are appropriate, conduct research choosing appropriate methodologies and then evaluate the effectiveness of these shows you interpreted the reading well, so perhaps it was not as hard as you thought it was! I too remember qualitative by 'quantity' and qualitative by 'quality.' Good blog!
Hi Michaela! I agree with Emma, you write a great blog (although in contrast I write differently to you both!!!) Your comments are relevant and really clarify the crux of the chapter - picking up on the differences between quantative and qualitative and input, output and outcome. Like you, I hadn't really heard of those three terms until reading this chapter, yet they are extremely relevant to PR practice. I found from the reading that there is a direct correlation between the research a practioner conducts, and the resulting success of the campaign, discovered through appropriate evaluations. Each campaign is different, therefore there isn't a standard template for research and evaluation - these processes must be rethought and redesigned depending on the outcome the practitioner wishes to achieve for the specific campaign.
Hey Michaela,
your blog this week was really interesting. i really liked your point was regarding reasearch being used to to identify the requirement for a communication program, to assist in establishing that program, and that it is essential for the practitioner to consider what research methods are appropriate.
the blogging is over now - hope you enjoy your holidays cheers :)
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