PR2008research2 - Research Day 2 Primary Research Methods...

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Research, Day 2
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Primary Research Methods Survey or Questionnaire Advantages: If performed well, highly objective, trustworthy data Very helpful if change is a concern Excellent for on-going monitoring of public opinion Disadvantages Difficult to perform well May be expensive Provides a snapshot of a situation
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Steps in Survey Research 1. Determine your research purpose 2. Identify relevant population 3. Choose a sampling method random sampling convenience sampling 1. Construct questionnaire 2. Choose administration method 3. Pilot test and refine 4. Administer 5. Analyze 6. Report Results
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Survey Administration Mail Survey Telephone Survey Personal Interviews Piggyback or Omnibus Web or email surveys
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Evaluation Directly reflect measurable standards in objectives Data gathering may need to be included in public relations tactics
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