Research and Evaluation

It was like traveling back a year reading this chapter, completing a marketing diploma last year I had a great deal of memory flashbacks.
I still stand by that evaluation is the key to your next big success, as an important point from this week reading evaluation should not be left until the end of a campaign. Evaluation should constantly be looked at through out the process and implementation, this will help crisis action.
Another essential point from this week reading is the emphasis on research and looking into different types of research.
Qualitative, such as open-ended questionnaires, in-depth interviews and phone interviews.
Quantitative is collecting numbers rather then personal answers, such as Yes/No questions or circling answers.
It is also important to remember that first and secondary research must be carried out to back up findings.
First hand research is ‘straight from the horses mouth’ basically, while secondary are articles and past interviews. It is good to have a mix of both to make sure your findings are not compromised or bias.
This week readings made me look at public relations differently “one of the most effective ways of viewing the research process in terms of inputs, outputs and outcomes” (Pritchitt and Sherman 1994) which I had always related that to marketing.
“Inputs determine what goes into the project or program, outputs are the actual elements of the program or campaign and outcomes are the results of those outputs on the target public or audience” p140.
In reflection of evaluation and research I have come to realise just how similar public relations and marketing are.
I’m far more interested in continuing with PR as a major knowing how versatile public relations can be, in the way it relates to other areas such as advertising, journalism and marketing.