Week 4 - Week 4: Chapter 5-7 (Ch. 5 Research) Importance of...

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Week 4: Chapter 5-7 (Ch. 5 Research) Importance of Research -Defining the research role Controlled Objective Systematic gathering of info ...for the purpose of describing and understanding Research Techniques -achieve credibility w/management Satisfy ROI -define audiences and segment publics To tailor messages -formulate strategy What action is required? -prevent crisis (internal analysis) 90% of crises = internal operation problem -monitor competition Assist in positioning -sway public opinion Build hard info to support stand -generate publicity polls New home prices -measure success Against objectives
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Research Techniques Cont. -analysis of organization materials (archival) -library -online resources -content analysis -interviews Intercept or purposive -focus group -copy testing Research: Qualitative vs. Quantitative -Qualitative Soft data Unstructured, open-ended q’s Exploratory, probing Usually valid but not reliable Uses non-random sampling Rarely projectable to larger audiences E.g. focus groups, one-on-one, interviews, observation, etc. -Quantitative Hard data Usually valid and reliable Closed-ended q’s, highly structured Generally use random samples Descriptive or explanatory research E.g. telephone polls, mail surveys, panel studies, etc.
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Scientific Sampling -random sampling procedures All have equal chance of being selected
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Week 4 - Week 4: Chapter 5-7 (Ch. 5 Research) Importance of...

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