Introduction to PR Research # 3 : Bibliographies, Literature Reviews, Field Observations & Case Studies

1. Introduction to PR Research #3: Bibliographies, Literature Reviews, Field Observations & Case Studies Based on information from S. Zhou & W.D. Sloan (Eds.). (2011). “Research Methods in Communication” Dr. LaRae M. Donnellan, APR, CPRC School of Journalism & Graphic Communication Florida A&M University Spring 2012

2. Literature Reviews • Bibliography = “List of the printed materials – the books and articles – on a topic or subject area.” (p. 77) • Literature review = “Summary and interpretation of that material.” (p. 77) • Goal: Add “significantly” to research on a given topic (http://deborahgabriel.com/2011/06/20/literature-review-completed-at-last/#.TxTxwPnxXVo)

3. Benefits of Literature Reviews • Give us an understanding of the background of an issue • Help us understand what other researchers have already found and how they interpret their findings • Categories of topics • Broad, general topic (e.g., civil rights movement) • Narrow topic (e.g., role of the press in the movement) (http://legrandcirque.tumblr.com/post/15230335344/malcolm-x-at-a-civil-rights-rally-usa-1960s)

4. What NOT to do • Do not over-rely on the Internet. • Do not ask for research help on a listserv. (http://etoolbox.wikispaces.com/Internet)

5. Starting Your Literature Search • Survey standard textbooks. • Check THEIR references! • Examine specialized bibliographies. • Search annual journal indexes. • Search online databases. • Find theses and dissertations. (http://www.psichi.org/pubs/articles/article_733.aspx)

6. Strategies • Differentiate between scholarly and nonscholarly articles. • Take notes as you read. • Put the authors’ exact words in quotation marks. • Cite the pages in your notes. • Watch for common threads. • Classify what you discover. (http://www.lifehack.org/articles/productivity/advice-for-students-taking-notes-that-work.html)

7. What Literature Searches Do • Provide the contextual background for your study. • Explain where your study fits into the broader literature (p. 85). • Don’t just list everything you find. • CLASSIFY and EXPLAIN! • Be exhaustive. (http://www.daveswhiteboard.com/archives/3438)

8. Structure of Literature Reviews • Introduction • Provide an overview of the focus of your paper, review the literature, and offer conclusions & suggestions for future research. • State two to four broad themes of the literature on your topic. • Explain, if possible, why various schools of thought emerged. • Explain how YOUR findings fit into the literature. (http://us-intellectual-history.blogspot.com/2011/08/what-constitutes-philosophical-system.html)

9. Writing Annotated Bibliographies • Content: • What is the resource about? Is it relevant to your research? • Purpose: • What is it for? Why was the book or article written? • Usefulness: • What does it do for your research? • Reliability: • Is the information accurate? Do other sources support the conclusions? • Authority: • Is it written by someone who has the expertise to author the information? • What are the author’s credentials? • Currency: • Is it new? Is it up-to-date for the topic? • Ease of use: • Can a “real person” use this resource? What is the reading level of the resource? (From “Annotated Bibliography Example” by Teaching American History, http://www.tahvt.org/AnnotatedBibExample.pdf)

10. Annotated Bibliography Assignment • Search the scholarly literature. • Review 10-12 articles/books that address the history, causes, effects and targeted publics of hazing, plus strategies and tactics for eradicating this problem. • Each annotation should be between 150-200 words and conform to APA style. • Use your own words. Give credit to others for their words. • Cornell University Library • Purdue Online Writing Lab

11. Field Observations • “Observing the behavior associated with a specific phenomenon and unit of study.” (p. 265) • Example: How consumers respond to guerilla marking, such as street performances • Unit of study: Individuals, a family, groups of friends, etc. (http://mattjduffy.com/tag/guerilla-marketing/)

12. Types of Field Observations • Overt observation • Disclose intent to observe to participants. • Overt participation • Inform other participants that you are participating and studying their behavior. • Covert observation • Unobtrusively observing others. • Covert participation • Researcher embedded in subculture. (http://www.ehow.com/info_8411682_observation-step-business-research-methods.html/)

13. Case Studies • “Empirical inquiry that investigates a contemporary phenomenon within its real-life context.” (Yin, as quoted on p. 269) • Four characteristics (Merriam, as cited on p. 269) • Particular to a specific situation • Provide detailed descriptions in context • Provide heuristic, or problem-solving, value and insights • Rely on inductive reasoning, such as observation, to discover insights about what you are studying (http://www.brooksbell.com/blog/2010/09/effective-case-study-creation)

14. Case Studies Assignment • Explore scholarly literature and popular sources about how another university handled a safety crisis on its campus. • Write a five to 10-page double-spaced paper. • Follow AP style. • Summarize the crisis. • Review primary documents, such as campus and local media reports, to chronicle what happened. • Review campus crisis communication plan, if any. • How did the campus handle communication and PR issues? • A review of the scholarly and trade literature will help. • Lessons learned that might help FAMU address hazing crisis • Literature cited throughout; “References” section at the end • Follow APA style.