Introduction to PR Research #3: Bibliographies, Literature Reviews, Field Observations & Case Studies Based on information from S. Zhou & W.D. Sloan (Eds.). (2011). “Research Methods in Communication” Dr. LaRae M. Donnellan, APR, CPRC School of Journalism & Graphic Communication Florida A&M University Spring 2012
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Introduction to PR Research #3: Bibliographies, Literature Reviews, Field Observations & Case Studies Based on information from S. Zhou & W.D. Sloan (Eds.).
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Introduction to PR Research #3: Bibliographies, Literature Reviews, Field Observations & Case StudiesBased on information from S. Zhou & W.D. Sloan (Eds.). (2011). “Research Methods in Communication”
Dr. LaRae M. Donnellan, APR, CPRCSchool of Journalism & Graphic CommunicationFlorida A&M UniversitySpring 2012
Literature Reviews• Bibliography = “List of the printed materials – the books and
articles – on a topic or subject area.” (p. 77)
• Literature review = “Summary and interpretation of that material.” (p. 77)
• Goal: Add “significantly” to research on a given topic
Benefits of Literature Reviews• Give us an understanding of the background of an issue• Help us understand what other researchers have already
found and how they interpret their findings• Categories of topics• Broad, general topic (e.g., civil rights movement)• Narrow topic (e.g., role of the press
Strategies• Differentiate between scholarly and nonscholarly articles.• Take notes as you read.• Put the authors’ exact words in quotation marks.• Cite the pages in your notes.
• Watch for common threads.• Classify what you discover.
What Literature Searches Do• Provide the contextual background for your study.• Explain where your study fits into the broader literature (p. 85).
• Don’t just list everything you find.• CLASSIFY and EXPLAIN!• Be exhaustive.
(http://www.daveswhiteboard.com/archives/3438)
Structure of Literature Reviews• Introduction• Provide an overview of the focus of your paper, review the
literature, and offer conclusions & suggestions for future research.
• State two to four broad themes of the literature on your topic.• Explain, if possible, why various schools of thought emerged.• Explain how YOUR findings fit into the
• Overt observation• Disclose intent to observe to participants.
• Overt participation• Inform other participants that you are participating and studying
their behavior.• Covert observation• Unobtrusively observing others.
• Covert participation• Researcher embedded in subculture.
Case Studies• “Empirical inquiry that investigates a contemporary
phenomenon within its real-life context.” (Yin, as quoted on p. 269)
• Four characteristics (Merriam, as cited on p. 269)
• Particular to a specific situation• Provide detailed descriptions in context• Provide heuristic, or problem-solving, value and insights• Rely on inductive reasoning, such as observation, to discover
Case Studies Assignment• Explore scholarly literature and popular sources about how
another university handled a safety crisis on its campus. • Write a five to 10-page double-spaced paper.• Follow AP style.
• Summarize the crisis. • Review primary documents, such as campus and local media
reports, to chronicle what happened.• Review campus crisis communication plan, if any. • How did the campus handle communication and PR issues? • A review of the scholarly and trade literature will help.
• Lessons learned that might help FAMU address hazing crisis• Literature cited throughout; “References” section at the end • Follow APA style.