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Hi, we already talked about conducting

secondary research.

Now, once you have conducted your secondary data gathering and analysis.

Often, that goes in to your situational analysis,

you're going to now set up your research design fall, the primary research.

This is the research that you're going to go out and conduct.

Primary research refers to the research that you're going to conduct yourself

in order to drive your PR strategy.

Your secondary research conducted with existing data sources,

points toward information gaps that exist currently.

These are the gaps in information in existing data.

What are the areas,

where you need additional information to make your decision?

Now, this is a key element in your PR plan as a need to weigh the data, you need to

gather in the backdrop of the money and labor, it will take to gather the data.

So you really need to think about what's going to be relevant for the analysis

that you're going to need to do, in order to come up with the problem statement.

According to communication professors Austin and Pinkerton,

what we learn is that primary research begins with research goals,

asking the basic question, what is it that you are trying to find out to begin with?

In this step, you craft a formal statement of your research goals and

explain each goal as needed.

Now make sure at this point, to refer back to your secondary resource and

also to your mission statement.

Also, make sure that you work with management in ensuring mutual

understanding, so that the problem you're going after has management buy in,

but also is aligned with management vision.

Now once you have your research goals, you put down your research objectives,

explaining how will you find out and by when.

The research objectives are laid out in formal statements,

accompanied by clearer rational that offer explanations.

Now based on your objectives and

your review of existing evidence, you set up your hypotheses.

These are your hunches or evidence-based expectations.

What do you expect to arrive at from the data.

You spell out the answers to questions that you anticipate, and

also offer your rational for these anticipated answers.

This is almost a way of working backward.

In a sense that, you are foreseeing what you will find from your results, and

then you're planning out your design.

So, once again, remember that having your ration laid out is really important,

because this is exactly how you're going to be able to convince management.

Next, comes the important step of setting up your research strategies

when you explain your proposed methodology.

You're sampling approach.

In other words, how are you going to recruit participants?

Your operationalization or definition of key concepts,

how you're going to measure these concepts.

The questions you will ask, and

steps and procedures of data analysis that you will follow.

Of course, I am giving all of this to you in a nutshell.

Professor Basniant will go over them in much greater detail.

Make sure that you clearly establish your reasons for choices based on time,

budget, the expertise that you have on hand, and your data needs.

Make sure to think through and lay out the advantages and

costs of each choice, thus justifying your methodology.

Finally, state how you expect to use the results.

So, you really should have a section on users of the results, and

that will help your management actually see the ways in which the results

will incorporated into a strategy and tactics.

What will you be doing with the information you have gathered?

For instance, will you be using it for purposes of market segmentation?

Will you be using it to learn about your audience and

to segment your audience in particular ways?

Will you be using it to develop your message targeting themes, exactly for

the purposes of developing your message?

Or will you be using it for strategy development?

Remember, a good PR plan will be able to adequately justify

the use of resources toward research and

simultaneously push management toward that option of research based decision making.

Ultimately, if you learn and look at theory, and

realize that good theory's grounded in research, so it's your job

in terms of convincing management how to best put this research into place.

You'll be learning more about research,

as I said, about the research process in the next course.

With this preliminary understanding of research, I will now take you

to the next steps, where we are actually going to talk about objectives and

how we go about setting objectives for the public relations plan.

So we will wrap up here and in the next lecture, we will go with objectives,

then we will move on to talk about strategy and tactics.

So, we will also then take a pause here and

reflect a little bit about the concept of audience.

Where, I will change a little bit of how I'm teaching, and I will take you through

a PowerPoint, where we are going to look at the concept of audience,

different ideas of segmentation, and walk through these

effective ideas of segmentation to see how we are going to target the audience.

Then, we are going to come back to a section on discussing how to set up your

objectives.

* Primary Research and Research Design

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