12-10-2012, 04:05 PM
Conduct a Research to assess the success of popular Public Relations activities of present time
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INTRODUCTION
• The statement of the problem: Asses the success of any 5 popular PR activities of the present time.(PR activities used for music launch, movies, automobile launch, festivals, fashion, Pr activity for damage control, sponsorships)
• HYPOTHESIS: Promotions are comparatively more successful as a PR activity than Events and Functions, Corporate Philanthropy, Newsletters and Media Tours.
• Significance of the study: To prove that Promotion as a basic tool of PR is more successful than other basic tools, and to assess the success of 5 basic PR activities. It is important to know this because many PR agencies and companies with PR departments use these basic tools on a day to day basis and many times they may not be able to actually asses the success of their PR activities. By this study we will measure how successful PR activities actually are through surveys, interviews, observation and other methods.
• Period of study: The period of study refers to the time period of the study. The amount of time the study has taken from defining the hypothesis to the conclusion of the problem and restatement. The period of study for this project/research has taken 7 days, from the hypothesis to interviewing people and conducting surveys, to finally in the end analyzing and summarizing the data to reach to a conclusion.
• Study Area: The area of study refers to the location where the study was conducted including the population used, and the locality plays an important role because through our research we have realized people from different localities and areas have different expectations and different understanding. For example in our internet survey we analyzed that samples from South Mumbai had different answers compared to samples in Central Mumbai, both having a different understanding of PR activities. For this project our area of study was mainly Central Mumbai i.e. from Mulund to Dadar, Western Mumbai i.e. from Borivali to Mahim and South Mumbai i.e. from Mumbai Central to Colaba. We did also have a few people who were not from Mumbai but had taken the internet survey.
DESIGN OF THE STUDY
Methodology:
We have developed a constructive generic framework for solving the given problem by conducting a research and finding out opinions of various people all over Mumbai. In the Research we have used several methods to get a deeper understanding about the opinions of people. Use of proper methods and techniques will help us reach our conclusion an also find out whether our hypothesis, i.e. Promotions are comparatively more successful as a PR activity than Events and Functions, Corporate Philanthropy, Newsletters and Media Tours is valid or invalid.
• We have used a research instrument which was invented by Sir Francis Galton, consisting of a series of questions and other prompts for the purpose of gathering information from respondents in order to solve the problem and to reach a final conclusion. Questionnaires have certain advantages over some other types of surveys, they are cheap, do not require as much effort as the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data.
Internet Surveys
Internet Surveys provide important information for all kinds of research fields. Internet Survey methodology seeks to identify principles about the design, collection, processing, and analysis of surveys in connection to the cost and quality of survey estimates. It focuses on improving quality within cost constraints, or alternatively, reducing costs for a fixed level of quality. Online surveys have nowadays become an important part of the marketing suite of tools. Free online surveys have only facilitated this spread of using technology to allow companies to get closer to their clients and email surveys have brought both parties in the same piece of cyberspace.
INTERVIEWS
Telephonic Interviews
Telephonic interview is when the interviewee responds to various questions of the interviewer over the phone. Telephone interviews afford a certain amount of flexibility. The interviewers can probe, skip questions that prove irrelevant to the case of a particular respondent and change the sequence of questions in response to the flow of the discussion, and earlier replies can be revisited. The interaction between interviewer and interviewee that is possible over the telephone simply is not achievable through a mailed questionnaire.
Personal Interviews
The face-to-face contact between researcher and respondent is not equal in terms of the potential quality of data that can be obtained. In the face-to-face interview it is possible to record more than the verbal responses of the interviewee, which are often superficial. When human beings communicate directly with each other much more information is communicated between them. When two people face one another, the dialogue is conducted on several levels. It goes beyond verbal expression. The nature of words used, facial expressions and body language all communicate what the other party means.