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Questions and Answers
What is a significant disadvantage of discourse analysis in public relations research?
What is a significant disadvantage of discourse analysis in public relations research?
Which dimension of impact includes the concepts of intention to act and action?
Which dimension of impact includes the concepts of intention to act and action?
What is the primary purpose of copy testing in public relations?
What is the primary purpose of copy testing in public relations?
In what way can copy testing be viewed as a multi-method approach?
In what way can copy testing be viewed as a multi-method approach?
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Which of the following does NOT belong to the hierarchy of effects in strategic communication?
Which of the following does NOT belong to the hierarchy of effects in strategic communication?
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What is a major limitation of qualitative research in terms of generalizability?
What is a major limitation of qualitative research in terms of generalizability?
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Which of the following is NOT a characteristic of quantitative research?
Which of the following is NOT a characteristic of quantitative research?
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How does qualitative research contribute to a researcher's understanding of a phenomenon?
How does qualitative research contribute to a researcher's understanding of a phenomenon?
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According to Stevens, what does measurement involve?
According to Stevens, what does measurement involve?
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Which of the following describes the nominal level of measurement?
Which of the following describes the nominal level of measurement?
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Study Notes
Discourse Analysis
- An interpretative approach focused on understanding language use within contexts like campaigns.
- Analyzes larger linguistic units such as conversations and written messages.
- Investigates how language conveys messages, ideas, and beliefs through both form and content.
- Distinct from quantitative content analysis, offering a qualitative perspective.
Advantages and Disadvantages of Discourse Analysis
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Advantages
- Applicable to diverse situations and subjects.
- Uncovers ingrained attitudes and perceptions valuable to an organization's public image.
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Disadvantages
- Requires significant time and effort for analysis.
- Concentration on language may not provide a complete understanding.
PR Research and Social Media
- Social media's role is expanding in public relations, emphasizing its importance.
- Utilizes analytics for data extraction and user experience (UX) research.
Copy Testing in PR and Advertising
- Fundamental for crafting effective communication strategies.
- Two primary criteria for evaluation: recall (memory) and liking (attitude).
- In the context of strategic communication, involves impacts on knowledge, attitudes, and behavior.
Dimensions of Impact
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Cognitive
- Focuses on attention, comprehension, and memory recognition.
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Affective
- Examines feelings of liking or favorability and level of involvement.
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Conative (Behavioral)
- Involves intention to act, action, habit formation, and advocacy behaviors.
Reasons for Copy Testing
- Aims to enhance message quality through comprehensibility and appeal.
- Helps prevent unintended consequences from communication efforts.
Copy Testing Methods
- Conducted individually or in group settings, based on the research question.
- Self-reports: Involves surveys and continuous response measurement, prone to demand characteristics.
- Direct measures: Utilize unobtrusive and psychophysiological techniques.
- Multi-method approaches can enhance validity but may increase costs.
Scientific Method
- A structured approach for seeking answers through defined variables, such as gender or educational attainment.
- Operationalization is critical for variables under study.
Qualitative Research vs Quantitative Research
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Qualitative Research
- Employs methods like focus groups and case studies; questioning is flexible.
- Depth of understanding gained, especially for unexplored phenomena.
- Limited generalizability due to small sample sizes; challenges with reliability.
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Quantitative Research
- Utilizes standard methods such as surveys with fixed questions.
- Variables must be measurable, enhancing precision in results.
Measurement Fundamentals
- Measurement involves linking abstract concepts to empirical indicators for analysis.
- Types of measurement include nominal and ratio scales, with a focus on true zero points in ratio measurements.
Composite Measures (Scales)
- Scales categorize response options and combine items for measurement.
- Likert scales are commonly used to assess agreement levels.
- Composite measures improve measurement reliability.
Reliability and Validity
- Reliability: Consistency in responses; includes test-retest and internal consistency methods.
- Validity: Four measurement types—face, predictive, concurrent, and construct validity—ensure measurements relate logically to theoretical frameworks.
Ethical Considerations
- Concealment and Deception: Ethical guidelines include necessary conditions for justifying deception in research, emphasizing informed consent and risk assessment.
Qualitative Analysis Techniques
- Data preparation involves categorizing themes and organizing data chronologically.
- Uses constant comparative technique from Grounded Theory to identify relationships and refine categories.
- Analytic induction blends analysis with hypothesis generation to generate questions and refine inquiry.
Qualitative Research Methods
- Methods include field observation, focus groups, in-depth interviews, case studies, and ethnographic studies.
- Field Observation: Data is gathered in natural settings, useful for real-world issue identification, though representing a limited population may be challenging.
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Description
Explore the interpretative approach of discourse analysis in understanding language usage, particularly in campaigns. This quiz focuses on how language conveys messages and beliefs through larger linguistic units, distinguishing it from quantitative content analysis.
