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Research Report

1745 words - 7 pages

CONTENTS
Introduction… Pg 3
Evaluation of Research as Quantitative… Pg 4
Evaluation of the Methodology… Pg 5
Explanation on how the researcher used this method… Pg 6
Comments on the contribution of the research… Pg 7
Conclusion… Pg 7
References… Pg 8
Introduction
“Friction between Public Relations( PR) and advertising( marketing) comes from bad organizational alignment,” says Scott( Anonymous 66:3). This quote shows us there are many discrepancies between both fields. This quantitative study was conducted by Miss Margalit Toledano, from the “Management Communication Department” of The University of ...view middle of the document...

The research question seeks to find out the relationships between advertising and PR in the new environment (Toledano 234), and the design used has been appropriate. The respondents had 5 questions in the questionnaire and the results showed their opinion and attitudes towards the impact of social media on competition in the industry (Toledano 234).
Evaluation of the Research as Quantitative
The literature in this review, has been summarised well. From the ‘Abstract’ to the author defining PR, and later defining Advertising. The author also provides us a background of both industries and how they compare with each other. In this section, there are many case studies given to highlight the history of both fields. Though the research project is not thorough enough, the methodology used is detailed, and so is the reporting of the results. Finally, this report ends with a discussion and conclusion.
In the textbook “Research Methods for Media and Communication” (Weerakkody 1), there are four methods for quantitative research: Content Analysis, Surveys and Polls, Experiments, and a Combination of methods. The methodology used in this study was based on questionnaires, and this falls under the category of “Surveys and Polls”.
When comparing “Surveys” to another quantitative method, such as Experiments, “Surveys” are too straightforward a method to use. This is because in the “Results” section, the selection for the respondents in the questionnaire was only 3 answers: Strongly agree, neither agree nor disagree, and disagree. If experiments were used, to create a scenario, this would stimulate the respondents’ to think of their answer.
As a quantitative research project, my evaluation of the 3 responses given, for the respondents to answer, is too simple, and this makes the design of the questionnaire flawed. In order to get a more accurate representation, respondents should be allowed to select any of the 3 answers, so long as the total equaled to 100%. If the methodology used was content analysis, I will group all respondents into two categories, male and female. Next, I would separate them according to their age group.
Evaluation of the methodology
The identification of the quantitative method used, comes from the findings, which proves that this data analysis has external validity, which means the findings can be applied to the real world, beyond the controlled setting of the research. Also, in this quantitative research, our aim is to determine the relationship between an independent variable( Social media) and a dependent variable( Practitioners).
The strengths of the method lies in the researcher’s decision to have a purposive sample of public relations practitioners, and the reason for this selection was because the respondents care about their professional identity and are familiar with the industry (Toledano 234). In terms of the diversity of the sampling, all respondents came from different...

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