According to PR Research Methods "Using surveys is the most popular public relations research method for learning more about large audiences or groups of customers. Surveys ask questions to determine the respondents' background, opinions, attitudes and reported behavior." [Dr. LaRae M. Donnellan pg 5]
But where does a survey go wrong?
PR practitioners are quick to attempt a survey to understand how the muddled-middle analyzes different scenarios that practitioners sometimes forget to stop and think, "Are surveyors really telling the truth?" Most of the time it only takes a few minutes to do a survey, and if the people they're trying to target just happen to be in a rush while doing the survey they may select an answer that normally wouldn't be an answer.
Another problem that PR practitioners run into is maybe they are surveying the right people. If this is a "random survey," then practitioners may have a better chance a reaching the right target audience.
Writing Good Survey Questions:
*The easiest type of question to write is a closed-ended question, which are typically your yes or no answers. There aren’t always appropriate.
Survey Questions must be:
- Exclusive, exhaustive, valid, and reliable.
*Nominal lowest level of precision
*Ordinal responses are placed in some type of order such as "Many," "some" and "few."
*Ratio intervals are the most precise.
There are several ways in which one can conduct a survey. As a PR practitioner and expert which is appropriate for the correct gender, age and orientation. As mentioned before surveys are the most effective ways for PR practitioners to reach its target audience, and will continue to be.
Always start with research and end with evaluation.
Christopher,
ReplyDeleteWhile being enrolled in Dr. D's Research & Strategies class and professor Kinchlow's PR Campaigns course this semester, I have to say I've learned a lot about surveys. As you mentioned surveys tend to be the most popular way of gathering information about groups, however they are a challenge to develop. I've learned that you must frame your questions in a way that ensure you get exactly what you need from that group. Therefore you must be exclusive and exhaustive as you have mentioned. The treat to me is analyzing the psychographics of a group. This is where you can pose questions that give you an idea of the likes, dislikes attitudes, etc., of the group you are surveying. From there I enjoy coming up with creative ideas to meet the wants and needs of that particular group. In addition, research is the basis of public relations and is a lucrative function. Companies will pay top dollar to have insight on the minds of their publics. Jobs in PR research are definitely something I will consider as I begin my job hunt this coming semester.
*The easiest type of question to write is a closed-ended question, which are typically your yes or no answers. There aren’t always appropriate.
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