Measurement: Key Research and Measurements Terms

published 2006

You have just engaged a consultancy and are about to embark on some research to assist with your public relations planning. Before you know it the consultants are sprouting terms you have never heard of and you feel a little uneasy.

This quick guide to some of the most common research and measurement terms should assist you.

Bivariate Analysis -  a statistical examination of the relationship between two variables

Cohort Survey - a type of longitudinal survey in which some specific group is studied over time

Content Analysis - an information research methodology that systematically tracks massages and translates them into quantifiable form

Correlation - a statistical test that examines the relationships between variables

Environmental Scanning - a research technique for tracking new developments in any area or field by carrying out a systematic review of what appears in the professional trade or government publications.

Impressions - the number of people who might have had the opportunity to be exposed to a story that has appeared in the media - also know as “opportunity to see” or OTS

Intercoder Reliability - the reliability of content analysis coding when the coding is  done by two or more coders

Likert Scale - an interval-level measurement scale that requires people to respond to statements on a set of pre-determined reactions, usually strongly agree agree etc..

Manifest Content - from content analysis, an analysis of the actual content of a message as it appears as opposed to latent content that must be inferred from messages

Message Content Analysis - analysis of media coverage of messages regarding a client, product or topic on key issues

Source: Dictionary of Public Relations Measurement and Research updated 2006