ERIC Number: ED097675
Record Type: RIE
Publication Date: 1974-Aug
Reference Count: 0
A Case Study of Organizational Information Seeking and Consumer Information Needs.
Grunig, James E.
The results of a case study of organizational information seeking conducted by the Seminar in Corporate Communication in the University of Maryland College of Journalism are reported in this paper. The purpose of the seminar is to give students practical experience in public relations research. The case study involved the consumer information program of Giant Food, Inc., a major Washington-Baltimore food and general merchandise retailer. The paper develops a theory, derived from a decision-situation model, network analysis, and a coorientation model, which will guide information seeking efforts of public relations practitioners. It then uses these theoretical concepts and the methodology of Q factor analysis to develop typologies of consumers. The paper concludes that the concepts and methods utilized in the study represent a useful model for other public relations research efforts. (Author/RB)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (57th, San Diego, California, August 18-21, 1974)