Focus Groups, Content Analysis, and Surveys - Gotta Love 'Em

Why Applied Research?

In the field of public relations, there are two types of research: academic research and applied research. While academic research focuses on theory, new trends, and universal knowledge, applied research deals with more practical problems that organizations may face and leads them to effective resolution of these issues. Academic research is usually the kind used in a classroom or for school purposes and applied research generally is for uses outside the classroom. Applied research is heavily used when an expert of the field and their client come together. Through applied research, both sides can get a better view of their publics and who/what they are trying to communicate.

Focus, Focus, Focus

The first type of applied research is a focus group. This qualitative research technique usually consists a smaller group of individuals that come together and talk about their feelings, thoughts, opinions, etc. about different topics while being lead by a monitor. This information collected is recorded for further analysis in the future. Because this method can help analyze social issues, among other things, it is important applied research in that it complies information in a unique way. For clients that want to know the how's what's and why's, focus groups can aid in getting them closer to that objective.

Gotta Get The Content

As opposed to focus groups that are based on responses, content analysis "relies on the maxim that actions speak louder than words". It is a quantitative research technique based on analysis of something after it has occurred. For example, if someone you know well is being short and hateful towards you, it can usually be deduced that they are upset, even without them exactly telling you this. Examples of content that can be further analyzed later are: newscasts, editorials, tweets, blogs, or articles on a particular topic.

The big reason why content analysis is to important to solving practical problems through applied research is because it allows experts to go back and analyze things such as language and bias.

May I Ask You a Few Quick Questions?

The last method of applied research that I will be discussing is surveys. Surveys are the oldest, most common type of gaining information through series of questions that can yield conclusions. Surveys also have many pros: they are inexpensive, usually very accurate, and can be used on large and small groups of people alike. When using a survey to gather information for applied research: "every voice matters". The reason I believe that surveys are an important method of applied research when it comes to solving practical problems is because answers between respondents can easily be compared and analyzed further to compile a greater deal of quality information.