Methods of public relations research

Enterprises generally use the following methods of public relations research: 1 desk research; 2 direct investigation; 3 sample survey; 4 questionnaire survey. First, the overall program design

The overall program design includes the following elements:

(a) Determine the purpose of the research

The purpose of the research refers to the problem that the research is intended to solve.

(ii) Determine the object of investigation and investigation unit

(iii) Determine the research project

(iv) Formulate the outline and questionnaire

(v) Determine the time and place of the research

(vi) Determine the way and method of the research

(vii) Determine the method of research and analysis

(viii) Determine the way of submitting research (H) to determine the way to submit the research report

(IX) to develop the research organization plan

(X) to develop the research budget

Two, the research schedule

In the process of designing a market research program, the need to develop the entire research work to complete the deadline, usually - a larger research activities, just from the questionnaire printing to the completion of the entire activity, at least 45 to 45 days. Completion, at least 45 to 60 working days, some large-scale research will last half a year to 1 year. However, for time-sensitive research, such as ratings surveys, or small-scale surveys, the time required can be condensed more or less flexibly. Field observation survey method refers to the investigator to enter the survey site, using their own senses and auxiliary tools, observe and record the performance of the survey object, so as to obtain first-hand information on the survey method. Compared with other survey methods, the observation method collects more direct, more real, more vivid and specific information, so it has become a common method of public relations survey.

Operation of the observation method

(1) observation method refers to the purpose of the investigation and assumptions under the guidance of the purpose of awareness activities, need to formulate a comprehensive plan for the observation of the content, means, steps, the scope of specific provisions, but also for the observer training.

(2) need to utilize certain observation tools.

Categorization of observation method

In accordance with whether the observer is involved in the activities of the observed, it can be divided into two kinds of participation and non-participation observation.

Third, the advantages and disadvantages of the observation method

Observation method is the starting point of scientific understanding, is the oldest and most commonly used social investigation method.

(A) Advantages of the observation method

Intuitive and reliable.

Resistance to interference.

Simplicity and flexibility.

(ii) Disadvantages of Observational Methods

The greatest disadvantages of observational methods are superficiality and chance.

By the limitations of time and space and other conditions, the object and scope of observation is very limited, and there are many social phenomena can not or should not be observed in the field.

Subjective interference.

Field observation requires more labor and time. First, the meaning of the interview method

Interview method refers to the investigator based on the outline of the investigation and the subject of direct conversation, the collection of linguistic information method, is a verbal communication type of investigation

Second, individual interview method

Individual interview method, due to the different contents of the interview, can be divided into standardized interview method and non-standardized interview method.

Three, collective interview method

Four, in-depth interview method

In-depth interview method is a kind of unstructured, direct, personal interview method. The skills of follow-up questions should be mastered.

V. Comparison of several interview methods

Standardized interview method

Collective interview method

Telephone survey method

Sixth, the design of interview outlines

Interview outlines generally include: to determine the purpose of the interview survey why to talk about; to determine the interviewer who goes to talk about; to determine the subject of the interview and who to talk about; to determine the time of interview when to talk about; determine the location of the interview where to talk about; determine the Interview location where to talk about; determine the type of interview how to talk about; determine how to record the way the interview record how to remember; determine the way the interview report how to write. If it is a standardized interview, you must use the organization's uniform design of the interview questionnaire; if it is a non-standardized interview, the outline does not need to have a strict classification and fixed answers, but the requirements must be related to the subject of the investigation of the main items and questions listed, the questions should be concise and clear.

VII, the steps of the interview

Pre-interview preparation

Understanding the task of the survey, the purpose of the survey and the relevant background information, to prepare a detailed outline of the interview and the questions, to learn a variety of knowledge related to the content of the survey.

Design the interview outline.

Selecting and understanding the interviewees.

Fulfill the time and place of the interview and notify the interviewee in advance.

Prepare the necessary supplies.

Pay attention to etiquette.

(ii) Entering the interview

(iii) Controlling the interview process

(iv) Recording the interview

(v) Ending the interview

VIII. Notes Literature survey method refers to the fact that the investigator is to investigate and statistically analyze the information disseminated in the media about the image of the organization or the development of the organization by reviewing various literatures, which is a kind of indirect method of survey

I.

I. Classification of Literature

II. Design of Literature Survey Outline

III. Steps of Literature Survey Method

(I) Establishment of Index

(II) Reviewing and Recording of Literature

(III) Verification of Literature and Classification of Literature

IV. Advantages and Disadvantages of the Literature Survey Method The questionnaire survey method is an indirect survey method. The investigator uses a uniformly designed questionnaire, the use of written answers to the respondents to understand the situation and collect information.

I. Classification of questionnaire survey method

We usually divide the questionnaire into self-administered questionnaire and interview questionnaire.

Two, questionnaire survey design

(a) Clear purpose, establish the premise assumptions and theoretical framework.

(ii) Questionnaire design unfolding

The questionnaire generally includes three parts: preface, body and conclusion.

(C) the key rules of questionnaire design

Whatever the design of the questionnaire, the question should be "sixteen to, sixteen do not":

Three questionnaire trial survey

Trial survey is a non-negligible part of the questionnaire, the use of questionnaires in a few dozens of people within the scope of the trial survey. It has two major benefits. It has two major benefits: First, the questionnaire can be found in the problem. Secondly, you can test the credibility and validity of the questionnaire.

Four, to determine the number of questionnaire printing

Five, how to improve the response rate of the questionnaire

Six, the advantages and disadvantages of the questionnaire survey method I. Sampling method of the basic meaning of the method of investigation

Two, the commonly used sampling methods

(a) simple random sampling method

(b) stratified sampling method

(c) isometric sampling method

(d) the method of the sampling method

(c) the sampling method is not a good idea. p>

(D) quota sampling method I. Meaning of the experimental survey method

Experimental survey method is a number of factors affecting the object of the survey, selected one or more factors as the experimental factors, in the rest of the factors do not change under the conditions of the experimental factors to understand the impact of the change on the object of the survey method.

Second, the commonly used experimental investigation method

(a) before and after the comparison of experimental method

(b) the control group with the experimental group comparison of experimental method, a targeted principle

Two, feasibility principle

Three, the principle of economy

Four, the principle of comprehensiveness, the selection of the interviewer

Often, interviewers must be Have some conditions and qualities:

Two, the training of visitors

(a) training content

1. Attitude training; 2. Skills training; 3. Problem handling training; 4. Project operation guidance and training.

(II) Training methods

1. Lecture; 2. Simulation training; 3. Practical operation training.

Three, the survey guide and interviewer's manual

Survey guide is used to guide the investigation of the documents used, especially for joint investigations involving the provinces, foreign countries. Interviewer's manual also plays a role in guiding and memorizing, assisting the investigation. First, the principle of practicality

Two, the principle of timeliness

Third, the principle of economy

Fourth, the principle of flexibility I. The basic requirements of the research report

(1) the report language is concise, persuasive, and the vocabulary is as non-specialized as possible,.

(2) the report must be a rigorous structure, concise genre will be the research process at all stages of the collection of all relevant information together, can not miss out on important information, but also can not be some irrelevant information into the report.

(3) The research report should provide clear conclusions or recommendations on the problems to be solved by the research activities.

(4) The research report should enable the reader to understand the whole picture of the research process.

Two, the writing of the research report

Three, the attention of writing a research report

(1) to consider the reader's point of view, experience, and try to make the report suitable for readers to read.

(2) As far as possible to make the report concise, do not drag the mud.

(3) Write in a natural style, use a universal vocabulary, and try to avoid jargon and special terms.

(4) Make sure that all items included in the report are relevant to the purpose of the report, eliminating all extraneous information.

(5) Check all data and statistics carefully and make sure that the information is accurate.

(6) Make full use of statistical charts and tables to illustrate and display information.

(7) Decide the length and emphasis of each item according to its importance.

(8) Make sure that the report is printed neatly and evenly and is easy to read.