pr12 - Qualitative&Quantitative DataAnalysis PUR3500...

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PUR 3500 PUBLIC RELATIONS RESEARCH OCTOBER 20, 2009 HYEJOON RIM  Data Analysis
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What stage are you at? 1. Define the research problem 2. Review the literature (Secondary Research) 3. Develop research questions/hypotheses 4. Determine research method and design the project 5. Collect data 6. Analyze and interpret data 7. Determine implications 8. Replicate studies
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Qualitative Data vs. Quantitative Data Qualitative Data Focus Group, In-depth Interview Require broad, subjective interpretations Quantitative Data Survey questions Require statistical analysis, objective interpretations
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Objectivity Protection of study participants Honesty & integrity
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Qualitative Data Analysis
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What is Qualitative Data Analysis? Qualitative Data  Collection of words Comments from participants Researcher’s notes from observations The Purpose of Qualitative Data Analysis Discovering themes and patterns Not to make inferences about general population
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Things to Consider How are data prepared for analysis? How to  analyze?  How to write the report?
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Stage of Analysis Stage 1: Review problem definitions Develop the areas to be addressed by the analysis Evaluate the participants Stage 2: Data examination Review raw data (tapes, transcripts, notes) Experience the texture, tone, mood, etc.  Understand the underlying motivation (Source: Davis, J. (1996). Advertising Research: Theory and Practice)
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This note was uploaded on 02/05/2011 for the course PUR 3500 taught by Professor Lee during the Spring '11 term at University of Florida.

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pr12 - Qualitative&Quantitative DataAnalysis PUR3500...

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