21. qualitativequantitativeSoft dataUsually open-ended free response, unstructured“exploratory” probing, fishing-expedition type of researchUsually” valid” but not reliableRarely” projectable” to larger audiencesGenerally uses nonrandom sampleHard dataUsually closed ended, forced choice, highly structured“descriptive” or “ explanatory” type of researchUsually “valid” and reliableUsually ” projectable” to larger audiencesGenerally use random sampleexamplesexamplesFocus groupOne on one, depth interviewsObservation, participation, role-playing studiesConvenience pollingTelephone pollsMail surveysMall intercept studiesFace to face interview studiesShared cost or omnibus studiesPanel studies
![[object Object],Media relations refer to the relationship that a company develops with journalists. Editors and reporter on the one hand and PR practitioner on the other need each other. The media must have material and ideas from PR sources and PR practitioner deals with the media on a regular basis for various reasons like proving them with updated information, product launches, celebrity news, event happening to keep the public informed. They are familiar with the workings of the various media worlds, such as<br />Print media: Newspaper, Magazine, Leaflets, flyer, Yellow pages, books, posters are appropriate for communications that should be kept over time and reread. Both newspapers and magazines are commercial institutions that depend heavily on advertising for their income, but magazines are published less frequently and often deal with subject at greater length and depth than it possible in a daily newspaper. Magazines are also more likely to be targeted at a special interest audience. Books are published on much longer schedules than either magazines or news papers, but can still be useful as PR tools<br />Broadcasting media: Tv, radio<br />Outdoor media: advertising in shuttle bus, cinema, <br />New media: internet such as website, social community as face book, twitter, forum. And internet home pages provide an opportunity for the public relation practitioner to communicate directly with an audience with the filter of editors and journalist.<br /> Function of the media<br />,[object Object]](https://image.slidesharecdn.com/prexamquestion-110123074358-phpapp01/85/Pr-exam-question-1-320.jpg)
