Here are the main topics in Chapter 12 of your text.
A wildly popular method of surveying is with free online systems like Zoomerang and Survey Monkey. If you are not already familiar with this online software, you will have an opportunity this week to deliver your first assignment (your research plan) using this free software. I hope you have some fun with this! Both Zoomerang and Survey Monkey provide computer assisted data collection and automatic analysis and reporting capabilities. This week’s activity will acquaint you with this functionality. More detailed analysis calls for more expensive but more robust statistical packages such as SPSS.
Telephone surveys (and open-ended questions in mail surveys) require coding of responses. Callers (and data entry clerks) need to be trained in coding to ensure consistency.
In addition to training in coding, callers need to follow protocol to avoid biasing the responses.
Callers track responses using call sheets and apply acronyms as shorthand.
The textbook sets these benchmarks for response rates to telephone and mail surveys. Are these response rates universal or situation-dependent?
Once data is coded, it is time for analysis. Bivariate analysis permits researchers to compare two variables. Univariate and multivariate analysis permits researchers to compare multiple variables. Your final assignment in this class (the Research Report Analysis) gives an example of this.
While this chapter goes into quite a lot of statistical for all its merits…your main task is to “speak the language” of research not necessarily be a statistician . (Although if you go this route I salute you!) Your main work as a public relations practitioner is to know enough of the key concepts and terms to work with a statistician to get research results that bring value to your organization. With that, we conclude the slides for week 10. Bye for now!
HPPR 404 Research and Evaluation Sherrell Steele Collecting, Analyzing, and Reporting Quantitative Data