PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
PRSA APR TEST
1. Research: Systematic gathering of info: describe & understand situation, check
assumptions about publics & perceptions, PR consequences
1. Who: do we want to reach
2. What: do we want them to do
3. What messages: for knowledge, opinions, behavior
2. Primary Research: New and original information through research designed to
answer specific questions: surveys, focus groups
3. Secondary Research: Existing information in databases, books, articles
4. Formal Research: 1. Scientific
2. Random sampling
3. Statistical standards
4. Accurate
5. Informal Research: 1. Subjective
2. Pre-testing strategies
3. Cannot be projected to entire population
6. Quantitative Research: 1. Numerical
1 of 36 12/16/2024, 5:38
,PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
2. Statistical
3. Forced choice
4. Objective & projectable
7. Qualitative Research: 1. Non measurable
2. Investigates value of program
3. How and why
4. In depth understanding
8. Research Considerations: 1. What decision will be made, and info needed
2. Resources available
3. Existing research
4. Accuracy
5. Sample vs Universe
6. Methods: survey, telephone, mail-in, online
7. Time
8. Confidence level needed
9. Questions
10. Internal or Public
11. Tabulation
9. Scientific Method: Follow steps to test validity & self-correct
2 of 36 12/16/2024, 5:38
,PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
Make PR strategic:
- Define problem to inform decision-making
- Monitor implementation for accountability
3 of 36 12/16/2024, 5:38
,PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
- Measure impact vs goals and objectives
Procedure:
1. Select problem
2. Review existing research and theories
3. Develop hypothesis and research Qs
4. Determine method
5. Collect data
6. Analyze and interpret results
7. Present results
8. Replicate
10. Research Methods: 1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
---
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
4 of 36 12/16/2024, 5:38
PRSA APR TEST
1. Research: Systematic gathering of info: describe & understand situation, check
assumptions about publics & perceptions, PR consequences
1. Who: do we want to reach
2. What: do we want them to do
3. What messages: for knowledge, opinions, behavior
2. Primary Research: New and original information through research designed to
answer specific questions: surveys, focus groups
3. Secondary Research: Existing information in databases, books, articles
4. Formal Research: 1. Scientific
2. Random sampling
3. Statistical standards
4. Accurate
5. Informal Research: 1. Subjective
2. Pre-testing strategies
3. Cannot be projected to entire population
6. Quantitative Research: 1. Numerical
1 of 36 12/16/2024, 5:38
,PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
2. Statistical
3. Forced choice
4. Objective & projectable
7. Qualitative Research: 1. Non measurable
2. Investigates value of program
3. How and why
4. In depth understanding
8. Research Considerations: 1. What decision will be made, and info needed
2. Resources available
3. Existing research
4. Accuracy
5. Sample vs Universe
6. Methods: survey, telephone, mail-in, online
7. Time
8. Confidence level needed
9. Questions
10. Internal or Public
11. Tabulation
9. Scientific Method: Follow steps to test validity & self-correct
2 of 36 12/16/2024, 5:38
,PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
Make PR strategic:
- Define problem to inform decision-making
- Monitor implementation for accountability
3 of 36 12/16/2024, 5:38
,PRSA APR Test.pdf file:///C:/Users/HP/Desktop/New%20folder/PRSA%20APR%20Test
- Measure impact vs goals and objectives
Procedure:
1. Select problem
2. Review existing research and theories
3. Develop hypothesis and research Qs
4. Determine method
5. Collect data
6. Analyze and interpret results
7. Present results
8. Replicate
10. Research Methods: 1. Focus groups FAST/$$$$
2. Intercept interviews GEO
3. Phone survey F/$$$$
4. Mail survey SLOW/$$$$
---
5. Online survey F/$
6. Content analysis S/$
7. Comms audit S/$$$$
4 of 36 12/16/2024, 5:38
