Dictionary of Public Relations Measurement and Research

DICTIONARY OF PUBLIC RELATIONS MEASUREMENT AND RESEARCH

THIRD EDITION

DON W. STACKS

SHANNON A. BOWEN

EDITORS

This booklet was prepared and edited by

Dr. Don W. Stacks and Dr. Shannon A. Bowen

IPR MEASUREMENT COMMISSION

DICTIONARY EDITORIAL BOARD

Pauline Draper-Watts Dr. David Michaelson Edelman Berland Teneo Strategy

Dr. David Geddes Lou Williams The Cohl Group The Lou Williams Companies LLC

Fraser Likely Dr. Donald K. Wright Likely Communication Strategies Ltd. Boston University

Dr. Jim Macnamara University of Technology Sydney

 Dr. Stacks (Ph.D., University of Florida, 1978) is Professor of Public Relations in the Department of Strategic Communication, School of Communication, University of Miami. Dr. Bowen (Ph.D., University of Maryland, 2000), is Associate Professor in the School of Journalism and Mass Communication, University of South Carolina.

FORWARD FOR AMEC MEMBERS

Evolving a common language to measure success

At AMEC International Summits and as I travel internationally speaking to clients and colleague professionals about communications research and measurement, one word tends to dominate the conversations.

Language.

As the Executive Director for Corporate Communications of a leading US non-profit medical center told the AMEC Summit in Spain in 2013 told us bluntly: “We don’t speak your language!

“You need to speak to me using language I understand so I can educate others within my organisation.”

The Dictionary of Public Relations Measurement and Research is a remarkable body of work now in its Third Edition, which should help AMEC members do just that – get the language right.

For AMEC members, agreeing to use of common definitions of research and measurement terms is an important part of our Mission to educate the global communications marketplace.

Each time the Dictionary goes into a new Edition, it includes new and expanded terms, using input from academics and research experts throughout the world.

The Dictionary is prepared and edited by Dr. Don W. Stacks (Ph.D., University of Florida), Professor of Public Relations in the Department of Strategic Communication, School of Communication, University of Miami and Dr. Shannon A. Bowen, (Ph.D., University of Maryland), Associate Professor in the School of Journalism and Mass Communication, University of South Carolina. Don is also Chair of IPR Measurement Commission.

At AMEC we applaud the painstaking research which has gone into the Third Edition.

We also thank Frank Ovaitt at the Institute of Public Relations for allowing us to provide this AMEC Forward for our members.

Dr. David Rockland, Ph.D., Partner and Managing Director of Ketchum Global Research & Analytics and CEO of Ketchum Change and Chairman of AMEC New York, NY USA September 2013

FOREWORD TO 2013 EDITION

Communication—at any level, between any organisms, in any age—cannot happen without sender and receiver mutually agreeing on what the signals mean. This was the case long before dictionaries. But dictionaries provide a modern arena for agreeing on the meaning of words that enable so much of human communication.

When we go from communications to measuring communications, it gets more complicated. Public relations has come a long way in accepting—even demanding—research and measurement. But we have not enjoyed the same degree of progress toward common definitions of our research and measurement terms.

Nothing has done more than the Dictionary of Public Relations Measurement and Research to move this agenda forward. Now we present the third edition, expanded in many ways including terms of ethics and engagement. Congratulations to Don Stacks, Shannon Bowen, co-editors, members of the editorial board, and the IPR Measurement Commission for this fine work in service of the public relations profession.

Frank Ovaitt President & CEO Institute for Public Relations

Gainesville, FL July 2013

iii

FOREWORD TO 2007 EDITION

In the more than three years since the Dictionary of Public Relations Measurement and Research was first released, it has become one of the most popular papers the Institute for Public Relations has ever published. Week after week, visitors to our free website (www.instituteforpr.org) download the dictionary. It has been reprinted with permission, distributed and sometimes debated at major professional and academic conferences.

The truth is that public relations teachers and practitioners traditionally have not used the same nomenclature – let alone definitions – for many central concepts of research and measurement. Increasingly, however, it is clear that we should save our creativity for program development and execution, not for the names and meanings applied to key elements of the science beneath the art of public relations.

To that end, this second edition covers an expanded number of terms, with input from a broader group of scholars and research experts. They now represent many more countries where public relations science is regularly used. The Institute owes an enormous debt of gratitude to all of them, but particularly to Dr. Don W. Stacks. His tireless commitment to the Institute’s mission is surpassed only by his commitment to family and students – and we are so very grateful to be number three on that list.

So, is the dictionary done yet? For now, maybe. But this new edition will undoubtedly receive even wider distribution, leading to even more debate, and ultimately to further evolution in our thinking about public relations research and measurement. You are invited to take part.

Frank Ovaitt President & CEO Institute for Public Relations

Gainesville, Florida January 2006

FOREWORD TO 2002 EDITION

“Words… are innocent, neutral, precise, standing for this, describing that, meaning the other…so if you look after them you can build bridges across incomprehension and chaos.

“I don’t think writers are sacred, but words are. The deserve respect. If you get the right ones in the right order they can nudge the world a little….”

From the play, THE REAL THING by Tom Stoppard

Why a dictionary for public relations measurement and research?

Because we don’t all measure the same things, measure the same ways, or use the same tools or terminology. To get all of us on the same page we need to know precisely what we mean when we use or say certain words in measuring our activities and our research.

Some may complain that the words we have chosen to define are too simplistic. Remember Webster once defended his word choice by explaining that it’s the little words we think we know the meaning of - but don’t - which cause most of the problems in understanding and communications.

We thank Dr. Don Stacks and others who have given so generously of their time to assemble this special choice of words and politely debate each definition. We have listed their names for you and they will tell you they gratefully acknowledge that this is a work in progress. Public relations continuously evolves so there are no “final words.”

Jack Felton President & CEO Institute for Public Relations

Gainesville, Florida September 2002

PREFACE TO 2013 EDITION

Public relations measurement and research has progressed far in the six years between the second and third editions of the Dictionary of Public Relations Measurement and Research. In its desire to answer concerns—among its own membership and from “internal” and “external” clients—about demonstrating its effectiveness, the profession placed more emphasis on demonstrating its impact on the client’s outcomes of interest. This demand for research led to more education in research design and evaluation methods. The third edition of the Dictionary clearly reflects this trend. It does so in several ways. First, the Dictionary has been greatly expanded. Second, its cross-referencing is more complete. Third, individual terms (s) or methodological (m) that were simply designated now include whether they are outputs, outtakes, outcomes, ethics, or in the case of social media, engagement within the individual term definitions. Finally, terms have been redefined and in many instances are more sophisticated—reflecting a sophistication of the profession. Working across professional and academic organizations the terms defined herein are not tied to any particular organization or methodological preference. The Dictionary is intended to reflect the best and most appropriate definitions to date. The addition of social media terms also reflects the growth and change within the profession and have been included to help standardize discussion across the many public relations practice areas. In this regard, we have indicated the primary and secondary uses or categories for each term—as outputs, outtakes, and outcomes. In addition, we have added ethical terms, principles, and values that research should strive to achieve, not only in regard to the treatment of human subjects, but also with regard to management strategy. Finally, based on the work done by the Coalition for Public Relations Research Standards, especially in the area of social media, we have added the use of “engagement” instead of “outtake,” although there may be occasions that both may be used simultaneously. We are greatly indebted to our Editorial Advisory Board of research experts: Pauline Draper-Watts, Dr. David Geddes, Frasier Likely, Dr. Jim Macnamara, Dr. David Michaelson, and Dr. Don Wright. They are members of the IPR Measurement Commission who toiled tirelessly to find suitable new terms and define them so that the user might better understand not only the term but also its usage(s) in the research and evaluation process. The third edition would not have been possible without their help and expertise. Finally, we would like to acknowledge the University of Miami School of Communication Dean Greg Shepard and the University of South Carolina School of Journalism Director Dr. Carol Pardun for encouraging each of us to devote the time and energy to make this third edition of the Dictionary a reality. We hope that our efforts, along with those of our dedicated Editorial Advisory Board, help to advance understanding of the public relations industry’s research methods, and that this Dictionary is useful for a broad range of publics, from the academy to industry.

Don W. Stacks, Ph.D. Shannon A. Bowen, Ph.D. Coral Gables, FL Columbia, SC

DICTIONARY OF PUBLIC RELATIONS MEASUREMENT AND RESEARCH1

@ Replies—sm/s/engagement. A key of an object by providing hints, examples, or performance indicator (KPI) metric that descriptions; see also: awareness, unaided provides evidence of Twitter activity; see awareness also: Twitter, retweets Algorithm—s. A step-by-step problem- -A- solving procedure, especially an established, recursive computational procedure, for Active Advocates—m/s/outtake/outcome. solving a problem in a finite number of steps People or groups who are actively advocating, supporting or promoting for the Alpha Level (α)—s. The amount of error or object of the research; see also: advocacy, chance allowed in sampling or inferential object of the research testing

Advertising Value Equivalents (AVE)—s. A Analysis of Variance (ANOVA)—s. An discredited output score that suggests an inferential statistical test of significance for equivalent cost of buying space devoted to continuous measurement of dependent editorial content; also referred to as variables against a number of groups as Equivalent Advertising Value (EAV); see independent variables also: opportunity to see Analytics—m. The evaluation of data by Activity—m. Content creation such as some planned method, usually quantitative blogs, videos, tweets, press releases, in nature speeches, and so on Articles—m/ output. Typically printed Advertorial—m. Space in a publication stories or news items, but also found on the bought to advertise an organization’s Internet; see also: items position on an issue Attitude—m/outtake/outcome. A Advocacy—m/engagement. The advocating predisposition to act or behave toward some or supporting of an object that is a planned object; a motivating factor in public outcome of a campaign; change or relations; composed of three dimensions: engagement driven by an agenda affective (emotional evaluation), cognitive (knowledge evaluation), and connotative Affective Attitude—outtake/outcome. An (behavioral evaluation) attitude dimension that reflects changes in interest, desire, and commitment levels Attitude Change—m/outtake/outcome. The change or shift in direction of a target Aided Awareness—m/outtake. audience during and after a campaign; see Measurement of how much people are aware also: advocacy, opinion

______1Terms are identified as either statistical (s) or methodological (m). In addition terms associated with the social media are identified as (sm) and identifiers include output, outtake, outcome, and ethics. Common usage is used when determining whether the term is listed as either statistical or methodological when terms have dual meanings (e.g., regression). 2 Attitude Research—Behavioral Objective

Attitude Research—m/outtake/outcome. –B– The measuring and interpreting of a full range of views, values, feelings, opinions, B.A.S.I.C.—m/outtake. A research planning and beliefs that segments of a public may model that focuses on where in the hold toward a client, issue, or product communication lifespan a particular object is: Build awareness, Advance knowledge, Attitude Scale—m/outtake/outcome. A Sustain relevance, Initiate action, Create measure that targets respondent attitudes or advocacy beliefs toward some object; typically interval-level data and requires that an Balance—m/ethics. An ethical value arbitrary or absolute midpoint (“neutral” or indicating objectivity or fairness. “neither agree nor disagree”) be provided to the respondent; also known as Likert-type or Banner—sm/output. A graphic used in Semantic Differential measures; s. an output social media platforms much like an ad to measured as an interval or ratio measure position a client, individual, issue, etc.

Audience—m. A specified group from Bar Graph—s. A representation of a within a defined public with whom the frequency distribution by means of organization wishes to communicate, build rectangles (or other indicators) whose relationships, or influence widths represent class intervals and whose heights represent corresponding frequencies; Authenticity—m/ethics. Being genuine; see also: graph having the individual or organization act or behave internally as it appears to Baseline—s. An initial measurement stakeholders and external publics against which all subsequent measures are compared; m. a data point established for Automated Monitoring and Analysis comparison at the developmental stage of a System—m. Computer programmed research campaign systems that monitor the traditional and social media and analyze specific metrics for Behavior Change—m/outtake/outcome. An a client alteration in an audience’s or individual’s behavior. This change is typically the Autonomy—m/ethics. The ability to act objective of a communication or public independently through the use of one’s relations campaign; see also: outtake, objective rationality outcome

Average Basis—sm/s/outtake. A metric that Behavioral Event Interview (BEI)—m. An averages unique visitors to a social media interview technique used to solicit evidence site or platform or examples of a specific competency or skill you possess; BEI is based on the Awareness—m/outtake/outcome. A metric premise that a person's past behavior is the that provides indication of the how much best predictor of their future performance people have heard of a brand, client, issue, etc.; awareness may be unaided (top-of- Behavioral Objective—m. An objective mind) or aided; see also aided awareness, that specifies the expected public relations unaided awareness campaign or program outcome in terms of specific behaviors; s. a measure that is

3 Belief—Category

actionable in that it is the behavior requested Blogger—sm/output. An individual or (e.g., outcome) of a target audience; see organization that owns and is responsible for also: outcome providing content for a blog; see also: blog

Belief—m. A long-held evaluation of some Blog—sm/output. Online journals object, usually determined on its occurrence; maintained by an individual or business with clusters of beliefs yield attitudes regular entries; short for weblog; see also: blogger Benefit-Cost Ratio (BCR)—outcome. Expected Benefits (or financial returns) over Bookmark—sm/s/outtake/engagement. The Expected Costs (a BCR of 2:1 means that tagging of web pages, social media links or for every $1 invested, the financial benefit posts; a metric of influencers or third-party or return will be $2); similar metric to ROI endorsers but BCR used to predict benefits or returns while ROI measures actual benefits or Bots—sm/outtake. Internet web robots that returns; BCR used in evaluating decisions run automated tasks; see also: chatterbot about a proposal or to choose between several alternative ones by comparing the BRAD—s. British Rate And Data measure; total expected costs of each option against provides circulation and advertising costs the total expected benefit data

Benchmarking (Benchmark Study)—m. A -C- measurement technique that involves having an organization learn something about its Campaign (Program)—m. The planning, own practices, the practices of selected execution, and evaluation of a public others, and then compares these practices; relations plan of action aimed at solving a sometimes referred to as a baseline against problem or taking advantage of an which results are compared opportunity

Benchmark—m/s/outtake. A planned KPI Case Study Methodology—m. An informal testing whether a campaign is on target and research methodology that gathers data on a phase against baseline expectations; see specific individual or company or product also: refinement stage with the analysis focused on understanding its unique qualities; is not generalizable to Best Practices—m. The technique, method, other cases or populations; see also: or process that is more effective than any informal methodology, qualitative other methodology

Big Data—m. Large and complex data sets Categorical Data—s. Measurement data from a wide range of sources including that are defined by their association with structured and unstructured data; analyses groups and are expressed in terms of require the use of advanced computing frequencies, percentages, and proportions; systems/resources see also: nominal data, ordinal data

Bivariate Analysis—s. A statistical Category—m. In content analysis the part of examination of the relationship between two variables

4 Causal Relationship—Clustered Sample

the system where the content (units of Circulation—s. Number of copies of a analysis) are placed; also referred to as publication as distributed (as opposed to “subjects” or “buckets” read)

Causal Relationship—m. A relationship Clicks—sm/s. The process whereby a between variables in which a change in one visitor to a social media platform selects and variable forces, produces, or brings about a enters that platform; a metric measuring change in another variable; s. the result of a visits to a platform; see also: clickthroughs significant interaction term in an analysis of variance or regression, often displayed in Clickthroughs—sm/s/outtake. Social media path analyses or sequential equation models KPI metric of how many visitors to a webpage go beyond the initial webpage and Census—m. Collection of data from every into site content person or object in a population Closed-Ended Question—m. A question Central Tendency—s. A statistic that that requires participants to answer selected describes the typical or average case in the and predetermined responses (e.g., strongly distribution of a variable; see also: mean, agree, agree, neither agree nor disagree, median, mode, range, standard deviation, disagree, strongly disagree) standardized score, variance, and z-score Cloud computing—m/sm. The use of files Characters—m. A manifest unit of analysis and resources available through remote used in content analysis consisting of locations. Data and processes are accessed individuals or roles (e.g., occupations, roles, online and does not reside on local race); see also keystrokes computers

Chat Sessions—sm/outtake. Synchronous Cloud—m/sm. An Internet location for files Internet discussions where individuals that allow researchers to share data, communicate with others; see also bot analyses, and evaluations; see also: cloud computing Chatterbot—m/sm/output. A program designed to create conversation designed to Cluster Analysis—s. An exploratory data increase interaction and relationships on the analysis tool which aims at sorting different Internet objects into groups in a way that the degree of association between two objects is 2 Chi-Square (X )—s. An inferential maximal if they belong to the same group statistical test of significance for categorical and minimal if otherwise data (nominal or ordinal) Clustered Sample—m. A type of Churn Rate—m/sm/s/outtake. A metric that probability sample that involves first calculates the attrition rate of stakeholders breaking the population into heterogeneous who no longer subscribe or participate or subsets (or clusters), and then selecting the have cut ties with an organization or social potential sample at random from the media platform individual clusters

5 Cognitive Attitude—Concurrent Validity

Cognitive Attitude—outcome. An attitude output, outtake dimension that reflects changes in awareness, knowledge, and understanding Communication(s) Audit—m. A systematic toward some object review and analysis of how effectively an organization communicates with all of its Coefficient Alpha (α)—s. A statistical test major internal and external audiences by for a measurement’s reliability for interval identifying these audiences, by identifying and ratio data; also known as Cronbach’s the communication programs and their coefficient alpha communication products utilized for each audience, by determining the effectiveness Cohen’s Kappa—s. An intercoder of these programs and their products, and by reliability measure used in content analysis identifying gaps in the overall existing when there are more than two coders; see communication program; uses accepted also: reliability, content analysis research techniques and methodologies; see also: formal methodology, informal Cohort Survey—m. A type of longitudinal methodology, case study, content analysis, survey in which some specific group is survey, in-depth interview, focus group, studied over time according to some criteria experiment, secondary, historical, that stays the same (e.g., age = 21) while the participant-observation samples may differ Communication(s) Research—m. Any Column Inches—s/outtake. Measurement of systematic study of the relationships and a print article's column physical space, often patterns that are developed when people used in content analyses seek to share information with each other

Comment—sm/outtake/output. Social Community Case Study—m. A media generated responses to Tweets, blogs, methodology whereby the researcher takes or Facebook or YouTube messages or an in-depth look at one or several newsites or various other forums communities—subsections of communities—in which an organization has Communication—m. The process that deals an interest by impartial, trained researchers with the transmission and reception of using a mix of informal research intentional messages that are a part of a methodologies (i.e., participant-observation, natural language system (e.g., words, role-playing, secondary analysis, content phrases, sentences, paragraphs) analysis, interviewing, focus groups)

Communication Lifecycle—m. A planning Computer Generated Sentiment— model that focuses on where in the cycle of m/outtake/output. An analysis done by awareness through advocacy an object may computer that measures sentiment toward an be; see also: BASIC object; see also: sentiment

Communication Product (Product)— Concurrent Validity—m. A measurement m/output. The end result of the device’s ability to vary directly with a communication product process resulting in measure of the same construct or indirectly the production and dissemination of a with a measure of an opposite construct; it brochure, media release, video news release, allows you to show that your test is valid by Web site, speech, and so forth; see also: comparing it with an already valid test

6 Confidence Interval—Contour Plot

Confidence Interval—s. In survey methodology (and measurement tool) that methodology based on a random sampling systematically tracks messages (written, technique; the range of values or spoken, broadcast) and translates them into measurement within which a population quantifiable form via a systematic approach parameter is estimated to fall (e.g., for a to defining message categories through large population we might expect answers to specified units of analysis; the action of a question to be within ±3% of the true breaking down message content into population answer; if 55% responded predetermined components (categories) to positively, the confidence interval would be form a judgment capable of being measured from 52% to 58%); sometimes called measurement error Content Validity—m. A form of measurement validity that is based on other Confidence Level—m. In survey researchers or experts evaluations of the methodology based on a random sampling measurement items contained in a measure; technique, the amount of confidence we can see also: validity, fact validity, construct place on our confidence interval (typically validity, criterion-related validity, set at 95%, or 95 out of 100 cases truly discriminant validity, divergent validity representing the population under study, with no more than 5 cases out of 100 Contingency Question—m. A survey misrepresenting that population); sometimes question that is to be asked only to some called sampling error; s. the amount of respondents, determined by their responses confidence a researcher has that a finding to some other questions; sometimes called a between groups or categories is statistically “funnel question” significant; see also: statistically significant Contingency Table—s. A statistical table Connotative Attitude—outcome. An for displaying the relationship between attitude dimension that reflects intended variables in terms of frequencies and behavior percentages; sometimes called a “cross tabulation table” or “cross tab” Consistency—m/ethics. Using a rigorous and codified ethical decision-making Continuous Data—s. Data that are paradigm to lessen capricious actions; measured on a continuum, usually as allows an organization to be known and interval or ratio data; see also interval data, trusted by publics ratio data

Construct Validity—m. A dimension of Contour Plot—s. A graphical technique for measurement; s. a statistically tested form of representing a 3-dimensional surface by measurement validity that seeks to establish plotting constant z slices, called contours, on the dimensionality of a measure; see also: a 2-dimensional format; e.g., given a value validity, face validity, criterion-related for z, lines are drawn for connecting the validity, content validity, discriminant (x,y) coordinates where that z value occurs; validity, divergent validity the contour plot is used to answer the question “how does Z change as a function Content Analysis—m. An informal research of X and Y?”

Convenience Sample—Criterion Related Validity

Convenience Sample—m. A non- Correlation Coefficient—s. A measure of probability sample where the respondents or association that describes the direction and objects are chosen because of availability strength of a linear relationship between two (e.g., “man on the street”); a type of non- variables; usually measured at the interval or probability sample in which who ever ratio data level (e.g., Pearson Product happens to be available at a given point in Moment Coefficient, r), but can be measured time is included in the sample; sometimes at the nominal or ordinal level (e.g., called a “haphazard” or “accidental” sample Spearman-Rho)

Convergent Validity—s. A type of Cost Per Mille (CPM)—s/outtake. The cost construct validity that refers to the principle of advertising for each 1,000 homes reached that the indicators for a given construct by the media; a measure of efficiency should be at least moderately correlated among themselves; see also: Coefficient Cost-Benefit Analysis (CBA)—outcome. A alpha, validity, face validity, content variation of Benefit Cost Ratio; initially validity, construct-related validity, criterion- developed for the evaluation of public policy related validity, discriminant validity, issues specifically; see also: Benefit Cost divergent validity Ratio

Conversation—sm/s/engagement. A Cost-Effectiveness—s/outcome. An relationship whereby people interactively evaluation outcome that may be measured in respond to others through blogs, tweets, or public relations research which evaluates the comments; see also: owned media, earned relation between overall expenditure (costs) media and results produced, usually the ratio of changes in costs to change in effects; used to Conversation Index—sm/s/engagement. A compare the costs of different media social media metric that measures number of distribution channels against their degree of visitor comments and posts effectiveness in terms of reach, message accuracy, timeliness, etc.; used to compare Conversation Rate—sm/s/engagement. A different campaign effectiveness outcomes social media metric that measures the against their costs; a measure of efficiency feedback received as compared to postings Covariance—s. A statistic that measures the Conversion—sm/s/outtake. Desired social degree that variables influence each other media activity you want stakeholders to engage in, such as clickthroughs, visit, Covariation—s. A criterion for causation comments, or “likes” of your page whereby the dependent variable takes on different values depending on the Correlation (r)—s. A statistical test that independent variable examines the relationships between variables (may be either categorical or Criterion Variable—m. The variable the continuous); measures the degrees to which research wants to predict to; see also: variables are interrelated; see also: dependent variable correlation coefficient, Pearson Product Moment coefficient, Spearman-Rho, r Criterion-Related Validity—m. a form of

Crossbreak Analysis—Delphi Technique

validity that compares one measure against measurement of a client’s image everywhere others known to have specified relationships on the Internet with what is being measured; the highest form of measurement validity; see also: -D- validity, face validity, content validity, content validity, discriminant validity, Dashboard—m/s/outtake. A concise visual divergent validity presentation of data intended for management decision-making, using graphs Crossbreak Analysis—s. A categorical and tables that are kept up to date on a analysis that compares the frequency of regular basis; The elements of the data responses in individual cells from one display can show measures of activities, variable against another; see also: outputs, engagement, outtakes, outcomes, contingency table crosstabulation, and business result frequency, frequency table Data—m. The observations or Cross-Sectional Survey—m. A survey measurements taken when evaluating a based on observations representing a single public relations campaign or program; s. the point in time; see also: snapshot survey frequencies, means, percentages used to assess a campaign or program; see also: Crosstabs—s. Statistical tables used to array nominal data, ordinal data, interval data, the data; allows the analyst to go beyond ratio data total data into frequencies and averages as well as to make possible overall as well as Database—s. A collection of data arranged sub-group analyses (e.g., comparisons of the for ease and speed of search and retrieval opinions expressed by sell-side analysts with those stated by buy-side investment Database Mining—m. A research technique professionals); see also: contingency table utilizing existing data; see also, secondary methodology, big data Crosstabulation—s. The result of a comparison between two categorical Data-Mining—s/outtake/outcome. Analysis variables in a table; see also: crossbreak of extant data to find commonality or analysis, frequency, frequency table relationships in the data; can be done in any stage (developmental, refinement, Cumulative Scale (Guttman Scale/ evaluation) of a campaign; see also: big data Scalogram)—m. a measurement scale that assumes that when you agree with a scale Deduction—m. A philosophical logic in item you will also agree with items that are which specific expectations or hypotheses less extreme; see also: outcome, Guttman are developed or derived on the basis of Scalogram, Likert scale, semantic general principles differential scale Delphi Technique—m. A research Cyber Image Analysis—m. the methodology (usually survey or interview) measurement of Internet content via chat where the researcher tries to forecast the rooms or discussion groups in cyberspace future based on successive waves of regarding a client or product or topic; the interviews or surveys with a panel of experts

Demographic Analysis—Discriminant Validity in a given field as a means of building a opinions or facts about a specified “consensus” of expert opinion and thought population or sample; also known as a relating to particular topics or issues “public opinion poll”

Demographic Analysis—m. Analysis of a Design Bias—m. research design bias is population in terms of special social, introduced when the study fails to identify political, economic, and geographic the validity problems or when publicity subgroups (e.g., age, sex, income-level, race, about the research fails to incorporate the educational-level, place of residence, researcher’s cautions occupation) Developmental Phase—m. The pre- Demographic Data—m. Data that campaign phase where strategies are differentiates between groups of people or explored and secondary/historical data are things (e.g., sex, race, income) examined; the phase where benchmarks are set and baseline data are set Deontology—m/ethics. A principle or duty -based, non-consequentialist approach Digg—sm/s/engagement. A bookmarking to ethics based on the three categorical site often used to indicate how influencers imperatives of moral duty, dignity and are linking to blogs or posts; see also: respect, and good intention bookmark

Dependent Variable—m/outtake/outcome. Digital Advertisements—sm/s/output. The variable that is measured or collected Advertisements employed in social media and evaluated platforms often in the form of banners; see also: banner Depth Interview—m. An extensive, probing, open-ended, largely unstructured Dignity—m/ethics. A public relations ethics interview, usually conducted in person or by principle that guides interaction with telephone, in which respondents are publics/stakeholders; also a tenet of ethical encouraged to talk freely and in great detail research with human subjects about given subjects; also known as an “in- depth interview”; see also: in-depth Disclosure—m/ethics. An obligation to methodology inform publics and stakeholders truthfully, quickly, and accurately of information Descriptive Research—m. A form of affecting them; also, a public relations research that gathers information in such a ethical research principle way as to paint a picture of what people think or do Discretion—m/ethics. An obligation to engage in an objective and thoughtful ethical Descriptive Statistics—s. The reduction and analysis before acting simplification of the numbers representing research, to ease interpreting the results Discriminant Validity—s. A type of validity that is determined by hypothesizing Descriptive Survey—m. A type of survey and examining differential relations between that collects in quantitative form basic a test and measures of similar or different

Distributed File Systems—Equal Appearing Interval Scale constructs; it is the opposite of convergent originates from an independent source (also validity and is also known as divergent known as an “advertorial”); s. an outcome or validity; see also: convergent validity, measured variable divergent validity; m. a way of establishing if a measure is measuring what it is E-mail campaigns—m. A social media supposed to measure; see also: validity, campaign that employs emails as a direct criterion-related validity marketing tool; a grassroots campaign targeting specific audiences Distributed File Systems—m. A client- server model that allows the storage and E-Mails Sent—sm/output. A metric that retrieval of files stored on a server with an counts the number of emails actually sent appropriate indexing mechanism that are out served to multiple clients requesting them E-mail Survey—m. A survey technique Divergent Validity—s. A type of validity whereby a link (URL) to a programmed that demonstrates variables do not correlate questionnaire is sent to a respondent via e- with each other; see also: discriminant mail, the respondent self-administers the validity questionnaire, and the survey program system accumulates the responses Double-Barreled Question—m. A question that attempts to measure two things in one Endorsement—m/s/outtake/engagement. question; a source of measurement error The advocating of a plan of action or campaign of influence by influencers; the Duty—m/ethics. By obligation of advocating for another entity, be it rationality, one’s responsibility to uphold individual, product or body, with a view to moral law and engage in ethical analyses influence others

-E- Engagement— m/s/outtake/engagement/outcome. Any Earned Media—m/output. Publicity or action or response from a target audience coverage gained through the newsworthiness resulting from proactive communications or topicality of information and/or editorial that creates a psychological motivation or influence; social earned media refers to bond, an emotional involvement, and publicity or coverage gained the Internet empowerment to engage through participation Editorial—m. The content of a publication written by a journalist, columnist or guest Environmental Scanning—m. A research writer, as distinct from advertising content technique for tracking new developments in which is determined by an advertiser; an any area or field by carrying out a article expressing the editorial policy of a systematic review of what appears in publication of a matter of interest (also professional, trade, or government known as a “leader” or “leading article”); publications space in a publication bought by an advertiser that includes journalistic copy Equal Appearing Interval Scale—m. A intended to make the reader think it measurement scale with predefined values

Equivalent Advertising Value (EAV)—Extraction associated with each statement; see also: understanding), affective changes (to Thurstone scale attitudes and opinions) and/or connotative changes (behaviors) of a targeted audience Equivalent Advertising Value (EAV)—s. or public) against a predetermined set of A discredited output score that suggests an objectives that initially established the level equivalent cost of buying space devoted to or degree of change desired editorial content; also referred to as Advertising Equivalency Value or Evaluation Stage—m. The campaign stage Advertising Value Equivalents (AVEs); see whereby the outputs, outtakes, and outcomes also: opportunity to see are evaluated for impact; see also: ROI, ROE, SROI Error Bar—s. A graphical data analysis technique for showing the error in the Events—s/output. A community affairs or dependent variable and optionally, the sponsorship output independent variable in a standard x-y plot Experimental Methodology—m. A formal Ethics—m. The approach to acting with quantitative research methodology that rectitude, reflection and responsibility in the imposes strict artificial limits or boundaries public relations context; also, treating on the research in order to establish some research participants, data gathered, and causal relationship between variables of sponsor/client results with rectitude and interest; is not generalizable to a larger deliberation; see also: Deontology; population Utilitarianism Explanatory Research—m. A form of ETL—m. Abbreviation for extract, research that seeks to explain why people transform, load three functions that need to say, think, feel, and act the way they do; be performed to move data from one concerned primarily with the development database to another one; see also: extraction, of public relations theory about relationships transformation and loading (writing to the and processes; are typically deductive destination database) Exploratory Research—m. A form of Ethnographic Research—m. A qualitative research that seeks to establish basic research method that relies on the tools and attitudes, opinions, and behavior patterns or techniques of cultural anthropologists and facts about a specific population or sample; sociologists to obtain a better understanding are typically inductive and involve extensive of how individuals and groups function in probing of the population or sample or data their natural settings; see also: participant- observation External research—m. Primary and secondary research on target stakeholder Evaluation Research—m/outtake/output. A groups conducted to identify which social form of research that determines the relative media or traditional tools will be used in a effectiveness of a public relations campaign campaign or program by measuring program outcomes including cognitive changes (to levels of Extraction—m. The moving of data from a awareness, knowledge and/or source database; see also: ELT,

Face Validity—Frequency Table

transformation, loading question to another; a question that is used to remove a respondent from a survey or -F- interview; also called a screener question; see also: funnel question, structured Face Validity—m. A form of measurement interview validity that is based on the researcher’s knowledge of the concept being measured; Financial Metrics—s/outcome. Outcome the lowest form of measurement validity; measures that place some financial value on see also: validity, content validity, construct the outcome of a campaign; see also: return validity, criterion-related validity, on investment, return of expectations discriminant validity, divergent validity Focus Group Methodology—m. A Facebook—sm/s/engagement. A social qualitative research method that uses a media outlet that provides a conversation group discussion approach to gain an in- among “friends,” as well as a channel for depth understanding of issues, an advertisers see also: likes, conversations organization, or product; is not generalizable to other focus groups or populations Facilitator—m. An individual who leads a focus group; also known as a moderator Followers—sm/s/engagement/outtake. The number of people who are engaged in or Factor Analysis—s. A statistical tool that observing a particular individual, event, or allows researchers to test the dimensionality brand, etc.; see also: Facebook, Twitter, of their measures, to express a number of Tweet correlated variables in terms of a smaller number of uncorrelated factors ; used to Formal Methodology—m. A set of research assess a measure’s construct validity methodologies that allows the researcher to generalize to a larger audience but often Fairness—m/ethics. Seeking to create fails to gain in-depth understanding of the balance or justice through discretion, client, object, or product; a set of objectivity, reflexiveness, and autonomy methodologies that follow scientific or social scientific method; a set of Fever Graph—s. A form of line graph that methodologies that are deductive in nature expresses peaks and valleys of data along a continuum that is either continuous or whose Formative Evaluation—m/outtake. A classes represent categories; see also: graph method of evaluating the process by which programs occur while activities are in their Field Study Methodology—m. A formal early stages with the intent of improving or research methodology that imposes fewer correcting activities restrictions or limits or boundaries on the research in order to test some causal Frequency—s. A descriptive statistic that relationships found in experimental research measures how often something occurs. and generalize them to a larger population Frequency Table—s. A listing of counts Filter Question—m. A question which is and percentages in tabular form; may report used to move a respondent from one a single variable or multiple variables; see

F-Test—Histogram

also: crossbreak analysis, crosstabulation which represents the mean of all sample means in a study, weighted by the number of F-Test—s. An inferential test of significance items in each sample; the grand mean treats associated with Analysis of Variance the individuals in the different subsets (ANOVA); see also: Analysis of Variance (groups) as if there were no subgroups, but only individual measures in the set; it is thus Full Disclosure—m/s/ethics. An ethical simply the mean of all of the scores; see research value that provides research also: mean participants and/or report readers about a survey, experiment, focus group, in-depth Graph—s. A graphical representation of a interview with relevant background variable; see also: bar, pie, line, fever information about the study and truth about any deception that was used Gross Rating Points (GRP)—measures of weight or readership or audience equivalent Funnel Question—m. A question used in a to audience exposure among one percent of questionnaire or schedule that moves an the population; see also: Targeted Gross interviewer or respondent from one part of a Rating Points (TGRP) survey to another (e.g., “Are you a registered voter?” If the respondent says yes, Guttman Scale (Cumulative certain questions are asked and if not, then Scale/scalogram)—m. A measurement scale other questions are asked); see also: filter that assumes unidimensionality and that question, structured interview people, when faced with a choice will also choose items less intense than the one F-Value Score—s. The calculated score chosen obtained from analysis of variance that is tested against tabled values; see also: -H- Analysis of Variance Hadoop—m. An open-source software that -G- is used to analyze cloud databases; see also: cloud, big data, open source Goal (Objective)—m/outtake/outcome. The explicit statement of intentions that supports Hashtag—sm/s/outtake. A Twitter tag that a communication strategy and includes an annotates a message for ease of retrieval by intended audience/receiver, a proposed others; a number symbol; typically a hashtag measurable cognitive, affective or is preceded by #, such as #PR; see also: connotative outcome (or desired level of Twitter, Tweet change in that audience), and a specific timeframe for that change to occur Histogram—s. A representation of a frequency distribution by means of Good intention—m/ethics. Acting upon the rectangles whose widths represent class basis of good will alone; having a pure intervals and whose heights represent moral intent to do the right thing corresponding frequencies; a bar chart representing a frequency distribution; Grand Mean—s. A descriptive statistics heights of the bars represent observed

Historical Methodology—Inferential Research

frequencies; see also: graph stakeholders; the number of people who might have had the opportunity to be Historical Methodology—m. An informal exposed to a story that has appeared in the research methodology that examines the media; also known as “opportunity to see” causes and effects of past events (OTS); s. usually refers to the total audited circulation of a publication or the audience Holsti’s Reliability Coefficient—s. A fairly reach of a broadcast vehicle; see also: simple reliability measure used in content circulation analysis; see also: reliability, content analysis, intercoder reliability, intracoder Inbound Links—sm/s/outtake. A metric reliability, Scott’s pi, and Krippendorf’s that indicates whether the earned media has alpha contextual links from well-ranked sites and blogs; see also: earned media Hypothesis—m. An expectation about the nature of things derived from theory; a Incidence—s. The frequency with which a prediction of how an independent variable condition or event occurs in a given time changes a dependent variable; formally within a population or sample stated as a predication (e.g., males will purchase more of X than females), but tested Independent t-Test—s. An inferential via the null hypothesis (males and females statistical test of significance that compares will not differ in their purchases of X) two levels of an independent variable against a continuous measured dependent Hypothesis Testing—m. Determining variable whether the expectations that a hypothesis represents are, indeed, found in the real Independent Variable—m. The variable or world variables against which the dependent variable is tested -I- In-Depth Interview Methodology—m. An Image Research—m. A research program or informal research methodology in which an campaign that systematically studies individual interviews another in a one-on- people’s perceptions toward an organization, one situation; see also: in-depth interview individual, product, or service; sometimes (IDI) referred to as a “reputation study” Induction—m. A philosophical logic in Impact—sm/s/outtake/outcome. A metric which general principles are developed from that analyzes how much influence an specific observations individual, group or organization might have on stakeholders; the outcome of outputs, Inferential Research—m. Statistical engagement, and influence; see also: analyses that test if the results observed for a influencer, output, engagement sample are indicative of the population; the presentation of information that allows us to Impressions—m/s/output. A metric that make judgments whether the research results indicates the number of possible exposures observed in a sample generalize to the larger of a media item to a defined set of population

Inferential Statistics—Interval Data

Inferential Statistics—s. Statistical tests systematic content analysis, survey that allow a researcher to say within a methodology, and/or interviewing certain degree of confidence whether techniques to study the range and types of variables or groups truly differ in their unsolicited inquiries that an organization response to a public relations message; see may receive from customers, prospective also: Analysis of Variance, Chi-Square, customers, or other target audience groups bivariate analysis, correlation, Pearson Product Moment Coefficient, Spearman-rho, Instrumental Error—m. In measurement, regression, path analysis, sequential error that occurs because the measuring equation model, t-test instrument was poorly written; s. tested for via reliability analyses; see also: coefficient Influence—s/outtake. An outcome of alpha, KR-20 engagement based on proactive messaging that seeks to sway attitudes or behaviors Intangible Metrics—s/outtakes. Data that reflect social science variables that impact Influencer—m/s/outtake. An individual on a campaign; see also: non-financial with specialized knowledge on a subject or metrics highly recognized by an audience; an individual who has the ability to sway Intellectual Honesty—m/ethics. Veracity others’ thoughts; see also: third-party and truth telling in public relations endorser, active advocate, opinion, attitude communication, management, and research change, behavior change Intellectual Integrity—m/ethics. Ethical Informal Methodology—m. A research conduct in determining what is an issue, methodology that does not allow the relevant facts, and the way to proceed with researcher to generalize to a larger audience integrity and honesty but gains in-depth understanding of the client, object, or product; see also: Intercoder Reliability—m. The reliability qualitative methodology or agreement of content coding done by two or more coders; see also: reliability, Informational Objective—m. An objective intracoder reliability, Holsti’s Reliability that establishes what information a target Coefficient, Scott’s pi, Krippendorf’s alpha, audience should know or the degree of Cohen’s kappa change in knowledge levels after the conclusion of a public relations campaign or Internal research—m. Research conducted program on key internal stakeholders; see also: developmental phase Inputs—m/s. The research information and data from both internal and external sources Interval Data—m. Measurement data that applied in the conception, approval, and are defined on a continuum and assumed to design phases of the input stage of the have equal spacing between data points (see communication production process interval and ratio data); s. includes temperature scale, standardized intelligence Inquiry Research—m. A formal or informal test scores, Likert-type scale, semantic research methodology that employs differential scale, Guttman Scalogram; see

Interview Schedule—Krippendorf’s Alpha

also: attitude research, attitude scale, data, activities variable, Likert scale, Guttman Scalogram -K- Interview Schedule—m. A guideline interviewers use to ask questions to research Key Messages—m/output. The essential participants; it can consist of structured communication ideas or concepts that questions, semi-structured, or a suggestive underlie a campaign which should be list of questions endorsed by third-person advocates; see also: active advocates Intracoder Reliability—m. The reliability of content analysis coding when the coding Key Performance (Performance Result)— is done by only one coder, usually the m. The desired end effect or impact of a researcher; s. obtained from statistical tests program of campaign performance which analyze coder decisions versus chance; see also: reliability, intercoder Key Performance Indicator (KPI)— reliability, Cohen’s kappa, Holsti’s m/s/outtake. Data that provide evidence of Reliability Coefficient, Krippendorf’s alpha, campaign performance against key pre- Scott’s pi agreed criteria, such as sales, number of inquiries, clickthroughs, comments, visitors, Issues Research—m. A formal or informal etcetera research methodology that systematically studies public policy questions of the day, Keystroke—s. The pressing of a computer with the chief focus on those public policy or typewriter key; a measure of efficiency matters whose definition and contending positions are still evolving Keyword Searches—m/sm. Determining stakeholder interest by the key words they Items—s/output. A manifest unit of analysis search with used in content analysis consisting of an entire communication product or tactic (e.g., Klout—sm/output. A social media platform an advertisement, story, press release) for social media influence

-J- Known Group t-Test—s. An inferential statistical test of significance that compares Judgmental Sample—m. A type of non- the results for a sampled group on some probability sample in which individuals are continuous measurement dependent variable deliberately selected for inclusion in the against a known value; see also: inferential sample by the researcher because they have statistics, independent t-test special knowledge, position, characteristics or represent other relevant dimensions of the KR-20—s. A reliability statistic for population that are deemed important to nominal- or ordinal-level measurement; also study; see also: purposive sample known as Kuder-Richardson Formula 20; see also: reliability, Coefficient Alpha Judgment—m/ethics. Using moral autonomy and discretion in planning, Krippendorf’s Alpha—s. A fairly simple conducting, and assessing public relations measure of intercoder agreement for content

Lack of Bias—MapReduce

analysis; see also: reliability, intercoder YouTube reliability, Intracoder reliability, Holsti’s Reliability Coefficient, Scott’s pi, Cohen’s Linkedin—sm/output. A social networking kappa site that allows people to be linked by professional interests or duties -L- Loading—m. The writing of data extracted Lack of Bias—m/s/ethics. Moral autonomy and transformed to a destination database; using rationality to seek independence from see also: ELT, extraction, transformation external constraints and to objectively assess and report data Longitudinal Survey—m. A type of survey that consists of different individuals or Latent Content—m. From content analysis, objects that is observed or measured over an analysis of the underlying idea, thesis, or time (e.g., multiple snapshot samples) theme of content; the deeper meanings that are intended or perceived in a message -M-

Length of Depth of Visit— Mail Survey—m. A survey technique sm/s/engagement. The amount of time an whereby a printed questionnaire is individual spends on a particular webpage completed by a respondent and the respondent returns it via postal mail Likert Scale—m. An interval-level measurement scale that requires people to Mall Intercept Research—m. A special respond to statements on a set of type of person-to-person surveying in which predetermined reactions, usually strongly in-person interviewing is conducted by agree, agree, neither agree nor disagree, approaching prospective participants as they disagree, strongly disagree; must possess an stroll through shopping centers or malls; a odd number of reaction words or phrases; non-probability form of sampling also called “summated ratings method” because the scale requires at least two, if not Manifest Content—m. From content three, statements per measurement analysis, an analysis of the actual content of dimension a message exactly as it appears as opposed to latent content that must be inferred from Like—sm/s/engagement. A metric of people messages who indicate that they like a posting on the social media; see also: Facebook MapReduce—m/s. A database programming model and an associated Line Graph—s. A representation of implementation for processing and frequency distribution by means of lines generating large data sets where users representing data points at various intervals specify a map function to process a along a continuum; see also: graph key/value pair to generate a set of intermediate key/value pairs, and a reduce Linkbacks—sm/s /engagement. A metric of function that merges data associated with the the number of clickthroughs on links to same intermediate key; see also: big data, blogs or tweets; see also: blog, tweet, cloud data

Market Mix Model—Message Content

Market Mix Model—m. A sophisticated reliability, split-half reliability model that looks at all parts of a marketing program to determine cause and effect of Measurement Validity—m. The extent to specific communication vehicles on an which a measurement scale actually overall program measures what it believed to measure; see also: face validity, content validity, Market Research—m. Any systematic construct validity, criterion-related validity study of market trends, market effects of entry and innovation, or studies of pricing Media—m. Includes newspapers, business models and competitive effects on and consumer magazines and other purchasing behavior publications, radio and television, the Internet; company reports, news wires, Mean—s. A descriptive statistic of central government reports and brochures; Internet tendency that describes the “average” of a Web sites and discussion groups set of numbers on a continuum; also called “average;” the process of applying a precise Media Evaluations—m. The systematic number or metric, which is both valid and appraisal of a company’s reputation, reliable, to the evaluation of some products or services, or those of its performance competitors, as expressed by their presence in the media Measurement—m. A way of giving an activity a precise dimension, generally by Median—s. A descriptive statistic of central comparison to some standard; usually done tendency indicating the midpoint in a series in a quantifiable or numerical manner; see of data; the point above and below which 50 also: data, scale percent of the data values fall

Measurement Bias—m. Failure to control Mention Prominence—s. An indication of for the effects of data collection and the prominence of a mention in the media of measurement, e.g., tendency of people to an issue, company, or product; typically give socially desirable answers measured in percent of article and position within the output (e.g., headline, above the Measurement Error—m. The amount of fold, first three minutes) error found in a research campaign; in surveys it is the amount of error in Mentions—s/sm/outtake/outcome. An individual responses; s. a term that expresses output or outcome consisting of counts of the amount of doubt that a researcher may incidents of a company or product or person accept in terms of findings; see also: appears in the media, one mention confidence interval constitutes a media placement; the number of times a tweet, blog, or other social media Measurement Reliability—m. The extent to output is talked about by other social media which a measurement scale measures the users same thing over time; s. a statistical reporting of how reliable a measure is; see Message Content—m. The verbal, visual, also: Coefficient Alpha, test-retest and audio elements of a message; the

Message Strength—Non-Financial Metrics

material from which content analyses are one’s objective rationality; see also: conducted; s. analysis of media coverage of autonomy messages regarding a client, product, or topic on key issues; a trend analysis factor Motivational Objective—m. An objective that measures what, if any, of planned that establishes the desired level of change messages are actually contained in the media in a target audience’s specific attitudes or beliefs after a public relations campaign Message Strength—s. A trend analysis factor that measures how strongly message Multiple Regression—s. A statistical about a client or product or topic was technique that employs multiple independent communicated variables to predict an outcome variable (dependent variable); see also: regression, Metric—m/s/outtake/outcome. A numeric independent variable, dependent variable value associated with campaign research demonstrating statistically whether outtake Multivariate Analysis—s. An inferential or and/or outcome objectives are being descriptive statistic that examines the reached; see also: output, outtake, relationships among three or more variables refinement stage -N- Mode—s. A descriptive statistic of central tendency indicating the most frequently Network Analysis—m. A formal or occurring (the most typical) value in a data informal research method that examines series how individuals or units or actors relate to each other in some systematic way Modeling—m/s. An approach to show how variables influence outcomes through Neutral Point—s. A point midway between relationships extremes in attitude measurement scales; in Likert-type scales usually defined as Moderator—m. An individual who leads a “neutral” or “neither agree nor disagree”; focus group; also known as a facilitator see also: attitude, attitude scale, Likert scale, semantic differential scale Monitoring—m. A process by which data are systematically and regularly collected Nominal Data—s. Measurement data that about a research program over time; see are simple categories in which items are also: environmental scanning different in name only and do not possess any ordering; data that are mutually Moral Courage—m/ethics. Ability for a exhaustive and exclusive; the simplest or public relations professional to act as an lowest of all data; categorical data; example: ethics counsel; courage in advising when male or female, where neither is seen as assessments are unpopular or go against better as or larger than the other management’s desires/directives Non-Financial Metrics— Moral Objectivity—m/ethics. The ability m/s/s/outtake/outcome. Data gathered that to autonomously weigh perspectives of do not include “hard” data such as sales, many varied publics on a moral issue using profits, attendance; data that are social in

Nonparametric Statistics—Omnibus Survey nature and reflect attitudinal variables such Null Hypothesis—s. The hypothesis of no as credibility, relationships, reputation, trust, difference that is formally tested in a and confidence research campaign or program; its rejection is the test of the theory; it is the formal Nonparametric Statistics—s. Inferential hypothesis that all inferential statistics test; and descriptive statistics based on see also: inferential statistics categorical data; see also: Chi-Square, Spearman-rho Number of Comments—sm/s. A metric that indicates the number of comments on a Non-Probability Sample—m. A sample social media conversation drawn from a population whereby respondents or objects do not have an equal Number of Fans—sm/s/outtake. A metric chance of being selected for observation or that analyzes the number of fans on a social measurement media site, especially on Facebook

Nonverbal Communication—m. That Number of Followers—sm/s/outtake. A aspect of the communication that deals with metric that analyzes the number of the transmission and reception of messages individuals who are actively following a that are not a part of a natural language blogger, a tweeter, or individual, company, system (e.g., visual, spoken [as opposed to etc., on Facebook verbal], environmental) Number of Likes—sm/s/outtake. A metric Norm—s. Short for “normative data”; see that analyzes Facebook likes; see also: like also: normative data -O- Normal Curve—s. Measurement data reflecting the hypothetical distribution of Objective—m. A measurable outcome in data points or cases based on interval- or three forms: informational (cognitive), ratio-level data that are “normally motivational (attitudinal/belief), behavioral distributed” and error free; all continuous or (actionable); an explicit statement of parametric data sets have their own normally intentions that supports a communication distributed data that fall under its specific strategy, and to be measurable, includes an normal curve intended audience/public, a proposed change in a communication effect, a precise Normative Data—s. The set of scores that indication of the amount or level of change allow comparison of results to other studies and a specific timeframe for the change to and see “where you stand” and provide a occur context Omnibus Survey—m. An “all purpose” Not Using Misleading Data—m/s/ethics. A national consumer poll usually conducted on moral responsibility and imperative to report a regular schedule (once a week or every data accurately and fully; not slanting data other week) by major market research firms; to support a preferred outcome or also called “piggyback” or “shared-cost” assessment survey

Online Survey—Outtake

Online Survey—m. An approach to show variable how variables influence outcomes through relationships Outgrowth—m/s. The culminate effect of all communication programs and products Open-Ended Question—m. Open-ended on the positioning of an organization in the questions ask respondents to answer in their minds of its stakeholders or publics; s. an own words; some longer forms may probe outcome statistics used as a dependent the dimensions of attitudes and behavior variable in some research; see also: held by a particular respondent through an dependent variable, outcome interactive conversation between respondent and interviewer Output—m/s. What is generated as a result of a PR program or campaign that may be Opinion—m/s/outtake/outcome. The received and processed by members of a statement of an attitude by an influencer or target audience, and may have cognitive third-party endorser as part of proactive impact on outtakes: the way a target communication planning; a verbalized or audience or public feels, thinks, knows, or written evaluation of some object; see also: believes; the final stage of a communication influencer product, production, or process resulting in the production and dissemination of a Opportunities to See (OTS)—m/s/outtake. communication product (brochure, media The number of times a particular audience release, Web site, speech, etc.); s. the has the potential to view a message, subject number of communication products or or issue; s. a statistic based on outputs services resulting from a communication serving as a dependent variable in some production process; the number distributed research; see also: dependent variable, and/or the number reaching a targeted impressions, outcome, output audience; sometimes used as an outcome serving as a dependent variable in research; Ordinal Data—s. Measurement data that see also: independent variable, dependent are categories in which items are different in variable, outtake, outcome name and possess an ordering of some sort; data that are mutually exhaustive and Outtake—m/s. Measurement of what exclusive and ordered; categorical data; audiences have understood and/or heeded example: income as categories of under and/or responded to a communication $25K, $26K—$50K, $51K—$75K, $76K— product’s call to seek further information $100K, over $100K from PR messages prior to measuring an outcome; audience reaction to the receipt of Outcomes—m/s. Quantifiable changes in a communication product, including awareness, knowledge, attitude, opinion, and favorability of the product, recall and behavior levels that occur as a result of a retention of the message embedded in the public relations program or campaign; an product, and whether the audience heeded or effect, consequence, or impact of a set or responded to a call for information or action program of communication activities or within the message; s. sometimes used as an products, and may be either short-term outcome serving as a dependent variable in (immediate) or long term; s. the dependent research; see also: dependent variable, variable in research; see also: dependent outcome

Owned Sites—Performance

Owned Sites—sm. Social media platforms method in which the researcher takes an that are controlled or “owned” by a active role in the life of an organization or company or organization; see also: social community, observes and records media platform; Facebook; Twitter interactions, and then analyzes those interactions -P- Path Analysis—s. A statistical technique Page Rank—sm/s. A metric for the that establishes relationships between likelihood of website being found by seeker variables with arrows between variables of relevant information indicating the pattern of causal relationships usually in the form of a “path diagram”; Page Views—sm/s/outtake. A metric that typically used with “hard” or financial data; analyzes the number of times a webpage has see also: path diagram been viewed Path Diagram—s. A graphical Paid Media—m/sm/output. Outputs placed representation of the causal relationships in the media as a function of advertising between variables showing both direction and strength of relationship; see path Paired t-Test—s. An inferential statistical analysis, structural equation modeling test of significance that compares data that are collected twice on the same sample; see Pearson Product Moment Coefficient also: inferential statistics, independent t- (r)—s. A correlation statistic used with test, known-group t-test interval and ratio data; see also: correlation, data, Spearman-rho Panel Survey—m. A type of survey that consists of the same individuals or objects Peer Index—sm/s. A statistic that indicates that is observed or measured over time; a intermediary influencers; see also: type of survey in which a group of influencer individuals are deliberately recruited by a research firm because of their special Percent of Change—s/output/outtake. A demographic characteristics for the express measure of increase or decrease of media purpose of being interviewed more than coverage once over a period of time for various clients on a broad array of different topics or Percentage—s. A descriptive statistic based subjects on categorical data; defined as the frequency count for a particular category divided by Parameter—s. In sampling, a characteristic the total frequency count; example: 10 males of a population that is of interest out of 100 people = 10%; see also: descriptive statistics Parametric Statistics—s. Inferential and descriptive statistics based on continuous Percentage Point— data; see also: data, descriptive statistics, s/output/outtake/outcome. The number that a inferential statistics percentage is increased or decreased

Participant-Observation—m. A research Performance—m. The act of carrying-out,

Performance Indicator—Probability Sample

doing, executing, or putting into effect; a see also: omnibus survey deed, task, action, or activity as a unit of a program of performance Poll—m. A form of survey research that focuses more on immediate behavior than Performance Indicator—m/s/outtake. A attitudes; a very short survey method whose sign or parameter that, if tracked over time, questionnaire asks only very short and provides information about the on-going closed-ended questions; see also: in-depth results of a particular program of survey, survey methodology performance or campaign; s. an outcome measured during a public relations campaign Position Papers—m. An output that serves that serves as a dependent variable; see also: to place a client or product or service in a data, dependent variable, KPI particular light

Performance Measure— Positioning—m/s/outtake. A process where m/s/outtake/outcome. A number that shows a brand is identified by a target audience; a the exact extent to which a result was metric that examines where stakeholders are achieved; s. in a research campaign, an on key issues; a trend analysis factor that outcome of some sort serving as a dependent measures how a client or product or topic variable; see also: data, dependent variable, was positioned in the media (e.g., leader, outcome follower)

Performance Result (Key Performance)— PR Return on Investment—m. The impact m/s/outcome. The desired end effect or of a public relations program on business impact of a program of campaign results; s. the outcome (dependent) variable performance which demonstrates the impact of a public relations campaign or program investment Performance Target—m/s/outcome. A on business program KPIs such as sales time-bounded and measurable commitment leads, customer retention, new customers, toward achieving a desired result; a etc. ; a causal indicator of public relations measurable objective impact on business KPIs; see also: causal relationships, Return on Investment (ROI) Periodicity—s. A bias found in sampling due to the way in which the items or Predictive Analytics—s. Statistical respondents are chosen; example: programs that attempt to predict an outcome newspapers may differ by being daily, within a certain amount of allowed error. weekly, weekday only, and so forth See also: path analysis, regression, structural equation model Pie Graph—s. A representation of a frequency distribution by means of portions Preference—s/outtake. A preference segment of a circle; the segments represent measure determines the choice of a single the percentages of the variable of interest; brand, product or service to the exclusion of see also: graph others

Piggyback Survey—m. A survey that has Probability Sample—m. A sample drawn at questions from several clients or projects; random from a population such that all

Probe Question—Push Poll possible respondents or objects have an demographic traits and characteristics, such equal chance of being selected for as personality type, life-style, social roles, observation or measurement values, attitudes, and beliefs

Probe Question—m. A question used in a Psychometrics—s. A branch of psychology survey questionnaire or in-depth or focus that deals with the design, administration, group schedule that requires the participant and interpretation of quantitative tests for to explain an earlier response, often in the the measurement of psychological variables form of “why do you think this?” or "could such as intelligence, aptitude, and you be more specific?" personality traits; also called psychometry, psychographics Product (Communication Product)— m/output. The end result of the Public—m. A group of people who have communication product or process resulting consequences on an organization or affected in the production and dissemination of a by the consequences of organizational brochure, media release, video news release, decisions; a group of people from which the web site, speech, and so forth; an output or public relations campaign or program selects outtake; see also: output, outtake in an attempt to influence it regarding a company, product, issue, or individual; see Program (Campaign)—m. The planning, also: audience, sample execution, and evaluation of a public relations plan of action aimed at solving a Public Opinion Poll—m. A type of survey problem or the taking advantage of an that collects basic opinions held by or facts opportunity about a specified population or sample; also known as a descriptive survey; see also: Prominence of Mention—m/s/outtake. A poll, survey methodology metric of where in a story a client or issue is featured (e.g., headline, top of the fold, what Public Relations Effectiveness—s/outcome. part of a broadcast); s. an output unit of The degree to which the outcome of a public analysis used as a dependent variable; see relations program is consonant with the also: dependent variable, output overall objectives of the program as judged by some measure of causation; see also: Proportion—s. A descriptive statistic based causal relationship on categorical data; defined as the percentage as made part of one (1.0); Public Responsibility—m/ethics. A duty to example: 10 males out of 100 people are 10 communicate and act in the public interest hundredths of the sample Purposive Sample—m. A non-probability Protection of Proprietary Data—m/ethics. sample in which individuals are deliberately An ethical research value that keeps data selected for inclusion based on their special confidential to those who paid for its knowledge, position, characteristics, or collection relevant dimensions of the population

Psychographic Research—m. Research Push Poll—m. An unethical survey focusing on a population or sample’s non- technique in which an interviewer begins by

Q-Sort—Reach acting as if the telephone call is a general be closed-ended and open-ended survey to gain credibility, but then asks the respondent a question implying questionable Quota Sample—m. A type of non- behaviors or outcomes of a person or probability sample that draws its sample product; used by political and issues based on a percentage or quota from the campaigns population and stops sampling when that quota is met; a non-probability sample that -Q- attempts to have the same general distribution of population characteristics as Q-Sort—m. A measurement instrument that in the sample; see also: poll, survey focuses on respondent beliefs by asking methodology them to sort through piles of opinion statement and sort them into piles on an 11- -R- point continuum usually bounded by “most- 2 like-me” to “most-unlike-me”; see also: r value—s. The value calculated in a attitude scale correlation between two variables; the amount of known relationship (explained Qualitative Research—m. Research that variance) between two variables; 1-r2 seeks in-depth understanding of particular provides an indication of how much is cases and issues, rather than generalizable unknown; see also: correlation, r-value score statistical information, through probing, open-ended methods such as depth Range—s. A descriptive central tendency interviews, focus groups and ethnographic statistics that expresses the difference observation between the highest and lowest scores in the data set; example: responses to a question Quantitative Research—m. Research that on a 1 to 5 Likert-type scale where all produces generalizable findings by reaction categories were used would yield a collecting and analyzing data in objective range of 4 (5 minus 1) ways, such as experiments and closed- ended, forced-choice questionnaires of Rankings—s. A metric of where an object sufficiently large samples; research that is compared to other objects in the same relies heavily on statistics and numerical class, industry, etc. measures Ratio Data—s. Measurement data that are Question—m. A statement or phrase used in defined on a continuum and possess an a questionnaire or schedule that elicits either absolute zero point; examples: number of an open- or closed-ended response from a children, a bank account, absolute lack of o research participant; see also: funnel and heat (0 Kelvin = -459.67F or -273.15C) probe questions RDBMS—m. Relational Data Base Questionnaire—m. A measurement Management System; see also: Relational instrument that contains exact questions and database, SQL, SQL server measures an interviewer or survey researcher uses to survey through the mail, Reach—m/sm/s/output/outtake. A metric Internet, in person, or via the telephone; may estimating the size of an audience exposed

Reader Engagement—Research Instrument

to a communication based on some audited Relationship Engagement— system (traditional media); the number of sm/s/outtake/engagement. The state of unique social media mentions divided by the engagement between an individual and other total mentions (social media) individuals, or between and among groups, etc.; a metric that analyzes the connection Reader Engagement— between individuals, groups, etcetera sm/s/output/engagement. A metric of the number of comments and time spent on a Reliability—m. The extent to which results website would be consistent, or replicable, if the research were conducted a number of times; Readership—m. Number of people who s. a statistical measure accessing consistency actually read each issue of a publication, on of a measure, usually through the average, may be used as an at outcome Coefficient Alpha or KR-20 statistic in variable at times; s. an output variable that measurement or Cohen’s Kappa, Hosti’s often serves as a dependent variable; see reliability coefficient, Krippendorf’s alpha, also: dependent variable, outcome or Scott’s pi; see also: measurement reliability, Cohen’s Kappa, Holsti’s Refinement Stage—m. The portion of a reliability coefficient, Scott’s pi campaign that starts with the initial baseline and continues through the evaluation stage; Reputation—s. An outcome variable often the portion of a campaign against which used as a dependent variable in research benchmarks are tested; see also: dealing with the public’s perception of an developmental stage, evaluation stage, organization’s credibility, trustworthiness, benchmark, baseline or image based on the organization’s behavior; see also: dependent variable Reflexivity—m/ethics. The exercise of recognizing one’s own position, viewpoints Research—m. The systematic effort before and/or influence in the process of data (formative research) or during and/or after collection to reduce subjective interpretation (summative or evaluative research) a and avoid bias; a secondary examination of communication activity aimed at data by those studied to test accuracy discovering and collecting the facts or opinions pertaining to an identified issue, Regression—s. A statistical tool that need, or question; may be formal or informal predicts outcomes based on one outcome (dependent) variable and one predictor Research Bias—m. Unknown or (independent) variable; see also: multiple unacknowledged error created during the regression; m. a source of error or invalidity design, measurement, sampling, procedure, in experimental methodology that may or choice of problem studied; see also: impact on the validity of the experiment; see experimental methodology, validity, also: experimental methodology, validity, regression inferential statistics Research Instrument—m. A tool used to Relational Database (RDBMS)—m. A collect data; see also, questionnaire, data management system that stores and interview schedule, semi-structured retrieves data for use with other analytical interview, structured interview programs

Respondent—Sampling Error

Respondent—m. The individual from his/her own followers; see also: Tweet, whom data is collected through participation Twitter in a research campaign; sometimes called participant or, in psychological study, Retweet Efficiency—sm/s/outtake. A subject metric of how many retweets a Tweet gets per 100 or 1000 or more followers Respondent Right—m/ethics. Ethical values in research that protect respondents Retweet Velocity—sm/s/outtake. A metric from exploitation or abuse, such as that that analyzes the likelihood of a Tweet to be reported in Zimbardo’s Stanford prison retweeted experiment RSS Subscribers—sm/s/outtake. The Response Rate—m/s/outtake. From survey number of people who have subscribed to a methodology, the number of respondents blog or other social media platform who actually completed an interview; s. the percentage of completed surveys (often r-Value Score—s. The calculated adjusted for mailing errors) correlation between two variables; see also: correlation Results—m/s/outtake/outcome. The outtake or outcome impacted upon by a public -S- relations campaign; m. that which is measured in a campaign as dependent Sample—m. A group of people or objects variables; see also: dependent variable, chosen from a larger population; see also: outcome, output, outtake, outgrowth probability sample, non-probability sample; convenience sample; panel survey; Return on Expectations (ROE)— longitudinal survey; snapshot survey m/s/outcome. A metric that analyzes the combination of financial and non-financial Sample Frame—m. How a population is outcomes that leads to public relations ROI generated by selecting some relevant group to sample Return on Investment (ROI)—s. An outcome variable that equates profit from Sample Size—m/s. The number of investment; see also: public relations return participants in a study that have been drawn on investment, dependent variable for observation

ROI (%)—s. Net Financial Return (net Sampling Error—m/s. The amount of error return: gross financial return minus the expected or observed in surveys that may be financial investment) divided by the attributed to problems in random selection Financial Investment x 100. A ROI metric is of respondents; s. the amount of error that a expressed as a percentage and the researcher finds acceptable or expected calculation is made after the actual returns, based on the sample size and expressed as all actual returns, are realized confidence in sampling from a population; see also: confidence level Retweet—sm/s/output/outtake. A tweet that one Twitter user decides to re-share with

Scale—Sentiment

Scale—m. A measurement instrument media to be optimized such that they appear consisting of attitude or belief items that frequently when key word searches are reflect an underlying structure toward some conducted attitude or belief object; see also: attitude scale Search Ranking—sm/s/output. A metric comparing paid versus earned media Scalogram (Guttman Scale/Cumulative coverage; see also: paid media, earned Scale)—m. A measurement scale that media assumes (a) unidimensionality and (b) that people, when faced with a choice will also Secondary Methodology—m. An informal choose items less intense than the one research methodology that examines extant chosen; see also: attitude scale, Likert-type data in order to draw conclusions; a scale, semantic differential scale systematic re-analysis of a vast array of existing data; often used in benchmarking Scattergram—s. A data visualization based and benchmark studies on continuous data that graphically demonstrates how data are distributed Semantic Differential Scale—m. An between two variables, one variable on the attitude measure that asks respondents to x-axis and one on the y-axis; also known as evaluate an attitude object based on bipolar a scatter diagram or scatterplot adjectives or phrases separated by a continuum represented as consisting of an Schedule—m. The timeline on which a odd number of intervals; developed by public relations program or campaign is Osgood, Suci, and Tannenbaum; see also: conducted; a list of questions, usually open- attitude scale, Guttman Scalogram, Likert- ended, used in focus group and in-depth type scale interviews to gather data; see also: survey methodology, in-depth interview Semantic Space—m. The idea that people can evaluate attitude objects along some Scott’s pi—s. A coding reliability measure spatial continuum; often associated with employed in content analysis that reduces attitude researchers Osgood, Suci, and the impact of chance agreement among Tannenbaum intercoder or intracoder coding; see also: reliability, content analysis, Holsti’s Semi-Structured Interview—m. An Reliability Coefficient, Krippendorf’s alpha, interview conducted with a fairly flexible Cohen’s kappa list of questions which allows for focused, conversational, two-way communication; it Screener Question—m. A type of question can be used both to give and receive asked at the beginning of an interview or information survey to determine if the potential respondent is eligible or qualified to Sentiment—m/s/outtake/outcome. A metric participate in the study; see also: funnel that assesses and determines the tone of a question public relations output; a ratio of positive to negative; typically evaluated as positive, Search Engine Optimization (SEO)—m. neutral, or negative A method that allows outputs on the social

Structural Equation Model—Snowball Sample

Sequential Equation Model—s. A random set of numbers is generated, and statistical methodology similar to path then only those members having the random analysis but that uses as measures that are numbers are included in the sample created such as attitude, intelligence, reputation rather than actual indicators (e.g., Site Content—sm/s/outtake. The type of sales, revenue) to test an hypothesized content found on a social media site type causal relationship between predictor (independent) and outcome (dependent) Site Type—sm/s. The type of site used to variables; see also: dependent variable, communicate; mainstream media, online independent variable, path analysis, media, blogs, tweets, etc. regression, multiple regression Site—sm. A social media platform either Share of Ink (SOI)—s/output. measurement owned or earned. See also: Owned site; of the total press/magazine coverage found Earned site; Facebook, Twitter, YouTube, in articles or mentions devoted to a Flikr particular industry or topic as analyzed to determine what percent of outputs or Situation Analysis—m. An impartial, often Opportunities to See (OTS) is devoted to a third-party assessment of the public relations client or product; an outcome often used as a and/or public affairs problems, or dependent variable; see also: dependent opportunities, that an organization may be variable, outcome facing at a given point in time

Share of Voice (SOV)— Skip Interval—m. The distance in a sample s/output/outtake/outcome. A measurement of list between people selected from a total coverage devoted to radio/television population based on systematic sampling; coverage to a particular industry or topic as usually defined as the total population analyzed to determine what percent of divided by the number of people to be outputs or Opportunities to See (OTS) is sampled (e.g., for a sample of 100 people to devoted to a client or product; also known as be drawn from a population of 10,000 “share of coverage;” an outcome often used people, the skip interval would be as a dependent variable; see also: dependent 100/10,000 = 100 individuals skipped variable, outcome between selected participants)

Shared-Cost Survey—A survey method Snapshot Survey—m. A type of survey that where the costs of conducting the survey are consists of individuals or objects that is paid by several companies or researchers to observed or measured once over a relatively reduce costs; typically provide fewer short time period; see also: “cross-sample questions per company or researcher due to survey” number of different clients in the survey; see Snowball Sample—m. A type of non- also: omnibus survey probability sample in which individuals who Simple Random Sample—m. A type of are interviewed are asked to suggest other probability sample in which numbers are individuals for further interviewing assigned to each member of a population, a

30 Social Medias—Statistical Significance

Social Media—m. Open source (i.e. Coefficient publicly accessible) media sites on the internet that accept user-generated content Split-Half Reliability—s. A test for a and foster social interaction; including measure’s reliability where a sample is blogs, microblogging sites such as Twitter randomly split and one segment receives a and Sina Weibo, photosharing sites such as part of the measure and the second segment Flickr and videosharing sites such as receives the rest YouTube (see also social networks) SQL server—m. A specific Structured Social Mention—sm/s/outtake. A metric Query Language aimed at targeted that analyzes how many times someone or audiences. See also: structured query something has been mentioned in the social language, SQL, RDBMS media Standard Deviation ()—s. A descriptive Social Network—m. Open source (i.e. statistic of central tendency which indexes publicly accessible) websites that facilitate the variability of a distribution; the range social interaction and networking, such as from the mean within which approximately Facebook, LinkedIn, Google+ and Renren in 34% of the cases fall, provided the values China are distributed in a normal curve

Social Return on Investment (SROI)— Standardized Score (Z-Score)—s. A sm/s/outcome. A metric that analyzes the descriptive statistic based on continuous expected return on investment (ROI) by the data that expresses individual scores based social media in terms of cost-benefit and on their standard deviations from the group social accounting; a combination of ROI and mean; range of scores is usually—3.00 to BCR; see also: Return on Investment and +3.00; see also: Z-score Benefit-Cost Ratio Standard—m. A level of performance that Sociogram—s. A pictorial representation of establishes a measure against which the actual relationships of individuals within comparative evaluations can be made; see a specified unit such as a public, target also: statistical significance audience, or work unit Statistical power—s. The power of a Source Strength—sm/s/outtake. A statistical test based on the number of quantitative measure of earned-media sites observations made; calculated as 1-β

Sources Mentioned—m. A trend analysis Statistical Significance—s. The amount of factor that measures who was quoted in confidence (as opposed to acceptable error) media coverage; also known as “quoteds” a researcher has in the outcome of a statistical test; the standard accepted error Speaking Engagements—s. Print or against which statements of difference can broadcast or Internet communication be made (α=.05 or 95% confidence in the product output; see also: output findings are due to tested variables and not extraneous variables); see also: Analysis of Spearman-rho—s. A correlation statistic Variance, F-value score, t-value score, t-test, used with nominal or ordinal data; see also: correlation correlation, data, Pearson Product Moment

Stratified Sample—Target Audience

Stratified Sample—m. A type of probability elements to summary measures: the sample that involves first breaking the total selection of relevant parameters to be population into homogenous subsets (or included, the reliable strata), and then selecting the potential measurement/collection of these parameters, sample at random from the individual strata; the unit in which the summary measure will example: stratify on race would require be expressed and the relative weight of each breaking the population into racial strata and of the constituents in the total summary then randomly sampling within each stratum measure

Structural Equation Model (SEM)—s. An Summative Evaluation—m/outcome. A advanced statistical procedure that produces method of evaluating the end of a research estimated paths as coefficients of program; the basis of establishing the relationship; typically used with non- dependent measures; see also: dependent financial data or data that are attitudinal in variable nature; see also: path analysis, regression Survey Methodology—m. A formal Structured Data—m. Data organized research methodology that seeks to gather according to a well-defined structure, data and analyze a population’s or sample’s usually information stored in databases that attitudes, beliefs, and opinions; data are index according to rows and columns gathered in-person or by telephone (face-to- face), or self-administered via the mail or e- Structured Interview—m. An interview mail; see also: survey methodology, with a pre-defined set of questions and longitudinal survey, panel survey, cohort responses which may provide more reliable, survey, snapshot survey quantifiable data than an open-ended interview and can be designed rigorously to Symbols/Words—s. A manifest unit of avoid biases in the line of questioning; see analysis used in content analysis consisting also: filter question, funnel question of specific words (e.g., pronouns, client name, logotypes) that are counted; see also: Structured Query Language (SQL)—m. content analysis A programming language used to manage relational database systems. See also: Systematic Sample—m. A type of content analysis, SQL server, RDBMS probability sample in which units in a population are selected from an available list Sum Basis—sm/s/outtake. A metric that at a fixed interval after a random start; see adds up unique visitors to a social media also: skip interval platform as compared to mainstream media -T- Summary Measure—s. A measure that combines information of different types and Target Audience—m. A very specific from different sources which together permit audience differentiated from “audience” by a rapid appraisal of a specific phenomenon some measurable characteristic or attribute to identify differences (e.g. between groups, (e.g., sports fishermen) countries), observed changes over time or expected changes (e.g. as a consequence of policy measures); there are four key

Targeted Gross Rating Points (TGRP)—Type of Article

Targeted Gross Rating Points (TGRP)— factor that measures how a target audience s/outcome. Gross Rating Points (GRP) feels about the client or product or topic; targeted to a particular group or target typically defined as positive, audience; an outcome often used as a neutral/balanced, or negative; often used as dependent variable; see also: dependent an outcome and dependent variable; see variable, Gross Rating Points, outtake, also: dependent variable, outcome, content outcome analysis

Task Completion Rate—sm/s/outtake. A Transparency—m/ethics. Allowing metric measuring the percent of visitors to a external publics and stakeholders to see website who were able to complete the task inside the organization, so that others can they came to that website for know how it makes decisions.

Technorati—sm/s. A program that analyzes Transformation—m. The necessary how many links a blog has and evaluates conversion of data formats or structures to that blog on its authority; see also: blog be consumed by a destination database; see also: ETL, extraction, loading Test-Retest Reliability—s. A test for a measure’s reliability by testing the same Trend Analysis—m. Tracking of sample with the same measure over time performance over the course of a PR campaign or program; survey method Themes—s. A latent unit of analysis used in whereby a topic or subject is examined over content analysis that measures an underlying a period of time through repeated surveys of theme or thesis (e.g., sexuality, violence, independently selected samples (snapshot or credibility); see also: content analysis cross-sectional survey)

Throughputs—m. The development, t-Test—s. An inferential statistical test of creative, and production activities (writing, significance for continuous measurement editing, creative design, printing, dependent variables against a bivariate fabrication, etc.) as part of the throughput independent variable; used when total stage of a communication product number of observations are less than 100; production process see also: paired t-test; independent t-test; known group t-test, inferential statistics Time on Site—sm/s/outtake. A metric that calculates the amount of time an individual t-Value Score—s. The calculated score spends on specific social media sites or obtained from a t-test that is compared platforms against tabled values; see also t-test, statistical significance, standard Time/space Measures—s. A manifest unit of analysis used in content analysis Tweet—sm/output. A 140 character text- consisting of physically measurable units based post used to communicate on Twitter; (e.g., column inches, size of photographs, see also, Twitter broadcast time for a story); see also: content analysis Type of Article—m. Categories of an item in media analysis, such as “product Tone—s. Trend and latent content analysis review,” “by-lined article,” “editorial,”

Views per Photo—Z-ScoreTwitter—Visitor (Standardized Loyalty Score)

“advertorial,” “feature story;” s. trend interest as the good to be maximized analysis factor that measures the nature of client or product or topic coverage (e.g., -V- column inches, broadcast time); often used as a dependent variable; see also; dependent Validity—m. The extent to which a research variable project actually measures what it is intended, or purports to measure; see also: Twitter—sm/outtake. A microblog website measurement validity where 140 character messages are sent to those who chose to follow a person or Value—m. An underlying cultural organization; see also, Tweet expectation, usually directs an individual’s beliefs -U- Variance (2)—s. A descriptive statistic of Unaided Awareness—m/s; Measurement of central tendency that measures the extent to how much people know of an object without which individual scores in a data set differ providing hints, descriptions, and so forth. from each other; the sum of the squared standard deviations from the mean () Unfollowers—sm/s/outtake. A metric indicating how many people have stopped Verbatim—m/s. A reporting of data using following a Facebook or other social media the actual words of respondents and direct platform user quotes from the transcript of the actual comments participants make in a focus Unit of Analysis—m. The specification of group, individual interviews, or open-ended what is to be counted in content analysis questions on surveys; Many researchers methodology; consist of symbols/words, include verbatims in their final reports to time/space measures, characters, themes, support their interpretation of the finding; s. and items; may be manifest (observable) or data which may be used in content analysis; latent (attitudinal) see also: interview schedule, semi- structured interview, structured interview, Univariate Analysis—s. The examination content analysis of only one variable at a time Video Views—sm/s/outtake. A metric that Universe—m. The set of all the units from analyzes the number of times a video has which a sample is drawn; also called the been viewed on a website population Views per Photo—sm/s/outtake. A metric Unstructured Data—m. Data with no that analyzes how many people have viewed organized structure where an entity may a photograph in the traditional media; a contain its own structure or format; e.g., metric that analyzes the number of times a textual documents, audio, video files photo has been viewed on a social media website Utilitarian—ethics. A paradigm that seeks to maximize the good consequences of a Visitor Loyalty—sm/s/s/outtake. A metric decision and minimize the harms or negative that analyzes how often a visitor comes to a consequences, defining happiness or public website

Visitor Recency—Z-Score

Visitor Recency—sm/s/outtake. A metric video views, users, and subscribers; see also: that analyzes the length of time visitors have YouTube last been to a website YouTube—sm/output. A video-sharing Visitor—sm/outtake. A unique individual website on which users can upload, share, looking at a website and view videos

Visits—sm/s/s/outtake. A metric that -Z- indicates the number of times a visitor comes to a website; see also: visitor Z-Score (Standardized Score)—s. A descriptive statistic of central tendency that -W- takes data from different types of scales and standardizes them as areas under the normal Web Analytics—m/s/outtake/outcome. The curve for comparison purposes; see also: measurement, collection, analysis, and standardized score reporting of internet data for purposes of understanding and optimizing web usage; see also: analytics

Weighted Average—s. An average that takes into account the proportional relevance of each component, rather than treating each component equally

Weighting—s. The assignment of a numerical coefficient to an item to express its relative importance in a frequency distribution; as used in survey research to reduce the bias found in a sample and/or generalize to the target population

Word Cloud—sm/s/outtake. A visual representation of text used for quickly perceiving the most prominent terms and determining their relative importance

Word/symbol—s. From content analysis, a unit of analysis consisting of the actual word or symbol communicated in the media; see also: content analysis

-Y-

YouTube Insights—sm/s/outtake. A website that provides metrics for number of

IPR MEASUREMENT COMMISSION

CHAIR Dr. Don W. Stacks University of Miami MEMBERS Forrest W. Anderson Marianne Eisenmann Katharine Delahaye Paine Independent Planning & Chandler Chicco Companies Consultant Evaluation Consultant David Geddes, Ph.D. Mark Phillips Don Bartholomew Ketchum Geddes Analytics LLC The National Zoo Global Research and Analytics Michelle Hinson Dr. Brad Rawlins Arkansas University of Florida State University Patricia Bayerlein Gagen MacDonald Angela Jeffrey Dr. Franklin J. Walton MeasurementMatch.com City College of New York, Shannon A. Bowen Franklin Walton LLC University of South Carolina Tim Marklein WCG Mark Weiner Mike Daniels PRIME Research Salience Insight Jackie Matthews General Motors Sean D. Williams Pauline Draper-Watts Communication AMMO, Inc., Edelman Berland Dr. Julie O’Neil Kent State University Texas Christian University RESEARCH FELLOWS

Kathryn Collins David Michaelson Louis C. Williams, Jr. General Motors (retired) Teneo Strategy The Lou Williams Companies LLC Dr. David Dozier Dr. Don W. Stacks San Diego State University University of Miami Dr. Donald K. Wright Boston University Dr. James E. Grunig University of Maryland

MEMBERS EMERITUS

John Gilfeather Dr. Walter K. Lindenmann Dr. David Rockland Koski Research Inc. Lindenmann Research Ketchum Global Research Consulting and Analytics Fraser Likely Likely Communication Sunshine Janda Overkamp Strategies Ltd Overkamp Overkamp-Smith

Ex-Oficio

Peter Debreceny Gagen MacDonald