Advertising and Public Relations Research

376 Pages·2014·3.938 MB·English

by  Donald W. Jugenheimer

Advertising
and
Public Relations
Research
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Advertising
and
Public Relations
Research
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First published 2014 by M.E. Sharpe
Published 2015 by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
711 Third Avenue, New York, NY 10017, USA
Routledge is an imprint of the Taylor & Francis Group, an informa busin ess
Copyright © 2014 Taylor & Francis. All rights reserved.
No part of this book may be reprinted or reproduced or utilised in any form or by
any electronic, mechanical, or other means, now known or hereafter invented,
including photocopying and recording, or in any information storage or retrieval
system, without permission in writing from the publisher s.

Notices
No responsibility is assumed by the publisher for any injury and/or damage to
persons or property as a matter of products liability, negligence or otherwi se,
or from any use of operation of any methods, products, instructions or ide as
contained in the material herein .
Practitioners and researchers must always rely on their own experience a nd
knowledge in evaluating and using any information, methods, compounds, or
experiments described herein. In using such information or methods they shou ld
be mindful of their own safety and the safety of others, including parties for
whom they have a professional responsibilit y.
Product or corporate names may be trademarks or registered trademarks, an d
are used only for identification and explanation without intent to infringe.
Library of Congress Cataloging-in-Publication Data
Jugenheimer, Donald W.
Advertising and public relations research / by Donald W. Jugenheimer, Larry D. Kelley, Jerry Hudson, and Samuel D.
Bradley.—Second edition.
pages cm
Includes index.
ISBN 978-0-7656-3606-5 (pbk. : alk. paper) 1. Advertising—Research. 2. Public relations—Research. I. Title.
HF5814.J77 2014
659.072—dc23 2013018764
ISBN 13:9780765636065 (pbk)
Contents
Preface vii

P I. I A P R R 1
ART NTRODUCTION TO DVERTISING AND UBLIC ELATIONS ESEARCH

1. Needs for Research in Advertising and Public Relations 3
2. Some Research Definitions 8
3. Planning and Using Research 14
4. Designing Research 21

P II. S R A P R 27
ART ECONDARY ESEARCH IN DVERTISING AND UBLIC ELATIONS

5. Introduction to Secondary Research 29
6. Syndicated Research 36
7. Online Resources 44
8. Other Useful Resources 54

P III. P R A P R :
ART RIMARY ESEARCH IN DVERTISING AND UBLIC ELATIONS
Q R 61
UALITATIVE ESEARCH

9. Uses of Qualitative Research 63
10. Focus Groups 68
11. Content Analysis 76
12. In-depth Interviews 83
13. Other Qualitative Methods 91
14. How Qualitative Research Can Enhance Quantitative Research 97
15. Handling Qualitative Findings 102

P IV . P R A P R :
ART RIMARY ESEARCH IN DVERTISING AND UBLIC ELATIONS
Q R 109
UANTITATIVE ESEARCH

16. Empirical Research: Survey Research 111
17. Sampling 128
18. Measuring Instruments 147
v
vi CONTENTS
19. Question Wording 165
20. Interviewer Training 177
21. Obtaining Accurate Responses 184
22. Data Tabulation 191
23. Applications of Quantitative Research 201
24. Experimental Research 209
25. Experimental Approaches 220
26. Quasi-Experimental Research 232
27. Experimental Applications in Advertising and Public Relations 239

P V. P R A P R :
ART RIMARY ESEARCH IN DVERTISING AND UBLIC ELATIONS

O R M 249
THER ESEARCH ETHODS

28. Historical and Legal Research and Critical Analysis 251

P VI. A P R R D A 257
ART DVERTISING AND UBLIC ELATIONS ESEARCH ATA NALYSIS

29. Handling Data 259
30. Scaling Techniques 266
31. Mapping Techniques 277
32. Statistics 283
33. Statistical Analytic Tools 294

P VII. P A A P
ART RACTICAL SPECTS OF DVERTISING AND UBLIC
R R 313
ELATIONS ESEARCH

34. Who Should Conduct Research? 315
35. Applying Research to Advertising and Public Relations Situations 325
36. The Research Report 332
37. Ethics in Research 337

Appendix: Table of Random Numbers 347
About the Authors 349
Index 353
Preface
Research is a crucial component for any advertising or public relations campaign.
Yet there is a lack of college textbooks that discuss advertising and public relations
research. Most mass communications research textbooks used in undergraduate classes
are typically published to educate graduate students. Furthermore, most textbooks
focus on general mass communications topics that include advertising and public re-
lations but also include journalism and broadcasting. Plus, the content covers mostly
quantitative methods with limited coverage given to qualitative methods, which is a
large aspect of research in the advertising and public relations profession.
We have designed this research book specifically for undergraduate students en-
rolled in advertising and public relations curricula. The book is intended to be used
in junior- and senior-level research courses or as a supplement to explain research
techniques in upper- or exit-level advertising and public relations courses. The book
might also be used in master’s-level research courses.
To serve the intended audience of undergraduate advertising and public relations
students, the book concentrates on the uses and applications of research in adver-
tising and public relations situations. Although the design and practice of research
are included and discussed in detail, the primary goal is not to make researchers of
students. Instead, the goal is to provide information needed by future practitioners
to commission and apply research to their work problems in advertising and public
relations. Students must be critical consumers of research design and be prepared to
evaluate data. Practitioners must be able to recognize valid and reliable research in
making intelligent decisions for their organizations or clients.
It is quite possible that this textbook could be used as a resource and training tool
by advertising and public relations practitioners, particularly by advertising agencies.
Many public relations and advertising hires are persons who do not have research
skills or adequate knowledge to identify valid and reliable research methods, so on-
the-job training is common in many small- to medium-sized shops.
This revised edition includes new chapters on expanded topics requested by text-
book adopters. For example, there are new chapters that provide greater detail of
focus groups, in-depth interviewing, and content analysis. In addition, the textual
material has been updated, including new cross-references and additional readings.
The format has also been altered slightly to make the information more readable and,
we hope, easier to understand.
vii
viii PREFACE
This book follows a logical sequence of topics, starting with the very simplest
concepts and progressing into more complex topics. In Part I (Chapters 1–4), we
have included the needs for research in the business of advertising and public rela-
tions along with some basic research terms and concepts. Part I also includes some
research planning and designing instructions. We discuss secondary research in Part
II (Chapters 5–8), including commonly used secondary sources from the practice of
advertising and public relations; syndicated research sources and measurements are
also examined. Part III (Chapters 9–15) covers primary research, specifically qualita-
tive research. Part IV (Chapters 16–27) covers more primary research, specifically
quantitative research, and includes detailed discussions of survey research, including
sampling, questionnaire development and question formulation, interviewer training,
response problems, and research applications for advertising and public relations situ-
ations. This section also provides simple instructions for the novice researcher to learn
about the construction of questionnaires, scales, and questions. The final chapters in
this section include information about experimental research and approaches, quasi-
experimental research, and eye-tracking and psychophysiology techniques. Part V
(Chapter 28) is a brief treatment of other research methods, including historical and
legal research methods and critical analysis. The next section (Part VI, Chapters 29–33)
includes information about handling research findings and data, various tabulation
options, scaling and mapping techniques, along with statistical knowledge, applica-
tion, and analysis. Because this book is intended to be used at the undergraduate
level, the explanation of statistics is simple and straightforward, rather than in deep
mathematical terms. Finally in Part VII (Chapters 34–37), there is a discussion of
research ethics and appropriate uses of research in advertising and public relations;
this section also includes consideration of who should actually conduct the research
and how to prepare a research report.
Each chapter begins with a bulleted list of the learning objectives followed by the
text. At the end of each text, we have included a brief summary of what was covered
in that chapter, along with discussion questions to help expand and test students’
comprehension of the material. There are also suggested research exercises that might
be used in classroom situations. Finally, there are suggested sources for additional
information.
We would like to express our utmost appreciation to our colleagues, students, and
family members. Thanks to Melissa Wofford for creating the exhibits in Chapters
16–20. Thanks for FKM for providing important industry information. Thanks also
go to the great staff at the publisher, M.E. Sharpe, Inc., and especially to editor Harry
Briggs.
P I
ART
I A P
NTRODUCTION TO DVERTISING AND UBLIC
R R
ELATIONS ESEARCH