J494 TEST EXAM QUESTIONS AND ANSWERS
LATEST UPDATE
Strategic Campaign
a systemic set of strategic communication activities, each with a specific and finite
purpose.
Formative Research
(Before) provides data and perspective to guide campaign creation
Process Research
(during) monitors the implementation of the campaign to assess internal and external
outputs and signal when adjustments are needed
Evaluation
(After) provides data to assess the success of a campaign based on the achievement of
stated objectives.
R.I.S.C
Research, Insight, Strategy, Creative
Week 1 examples
-#likeagirl case study (overview of a successful study process and results)
-edelman Kona Blue case study-helped client do research first to save money
Secondary Research
Information previously compiled for other purposes that can be adapted for your needs
Primary Research
Data YOU collect for a specific project
Secondary Research Typical Sources
-News clippings
-archives
-relevant databases
-PR websites
-Academic journals
-info from organizations website
-materials from or about key publics.
Secondary research limitations
-may not be credible
-may not be relevant
-may not be representative
-may be outdated
-sources can contradict each other
-could be expensive
Qualitative Research examples
interviews
focus groups
usability testing
observation/ ethnography
Quantitative Research Examples
, Surveys
content analysis
experiments
Qualitative Def
Reality is socially constructed, a persons experience is unique. Value is in
understanding a situation deeply rather than generalizing. Responses tend to be open-
ended.
Quanititative Def
There is an objective reality. It can be measured. External validity responses tend to
be close-ended.
Qual. Pros+Cons
Pros: See through perspective of subject, important for formative research and creative
process.
Cons: communication setting must be accesible, meaning is subjective because its
interpreted by researcher, time consuming, difficult to generalize findings.
Quant. Pros+Cons
Pros: numbers allot exact comparisons and reporting, can generalize, important for
process and evaluation stages.
Cons: can't capture complexity of human experience, difficult to apply outside controlled
environments, limited to answer choices, reliance on numbers
Qual. & Quant. Similarities
-rely on empirical evidence
-provide information for describing understanding and explains human communication
behavior
-are needed in strategic communication campaign design, impletation and evaluation.
Research Goals (1)
Statements of what you hope to achieve with your research (Ex: understand, narrow
public, define scope of a problem/opportunity, discover strategies, test campaign
messages)
Research Questions(2)
should be attached to a goal. Multiple are needed to reach the goal. (not what is asked)
Subject Items(3)
should be attached to a research questions. Are the actual questions you ask in a n
interview.
Interview
Individual directed conversation. In depth. Open minded.
High level of control (max probing). story telling. good for sensitive issues.
Cons: Tangents, non responder, generalizability, social desirability.
Focus Group
moderated group convo. in depth. mostly open ended. 8-10 ppl. some probing. Some
storytelling. Group feedback, consensus and conflict.
Cons: Tangents, influence from group personality(conformity or majority or to
you), time intensive, generalizability.
Observation
LATEST UPDATE
Strategic Campaign
a systemic set of strategic communication activities, each with a specific and finite
purpose.
Formative Research
(Before) provides data and perspective to guide campaign creation
Process Research
(during) monitors the implementation of the campaign to assess internal and external
outputs and signal when adjustments are needed
Evaluation
(After) provides data to assess the success of a campaign based on the achievement of
stated objectives.
R.I.S.C
Research, Insight, Strategy, Creative
Week 1 examples
-#likeagirl case study (overview of a successful study process and results)
-edelman Kona Blue case study-helped client do research first to save money
Secondary Research
Information previously compiled for other purposes that can be adapted for your needs
Primary Research
Data YOU collect for a specific project
Secondary Research Typical Sources
-News clippings
-archives
-relevant databases
-PR websites
-Academic journals
-info from organizations website
-materials from or about key publics.
Secondary research limitations
-may not be credible
-may not be relevant
-may not be representative
-may be outdated
-sources can contradict each other
-could be expensive
Qualitative Research examples
interviews
focus groups
usability testing
observation/ ethnography
Quantitative Research Examples
, Surveys
content analysis
experiments
Qualitative Def
Reality is socially constructed, a persons experience is unique. Value is in
understanding a situation deeply rather than generalizing. Responses tend to be open-
ended.
Quanititative Def
There is an objective reality. It can be measured. External validity responses tend to
be close-ended.
Qual. Pros+Cons
Pros: See through perspective of subject, important for formative research and creative
process.
Cons: communication setting must be accesible, meaning is subjective because its
interpreted by researcher, time consuming, difficult to generalize findings.
Quant. Pros+Cons
Pros: numbers allot exact comparisons and reporting, can generalize, important for
process and evaluation stages.
Cons: can't capture complexity of human experience, difficult to apply outside controlled
environments, limited to answer choices, reliance on numbers
Qual. & Quant. Similarities
-rely on empirical evidence
-provide information for describing understanding and explains human communication
behavior
-are needed in strategic communication campaign design, impletation and evaluation.
Research Goals (1)
Statements of what you hope to achieve with your research (Ex: understand, narrow
public, define scope of a problem/opportunity, discover strategies, test campaign
messages)
Research Questions(2)
should be attached to a goal. Multiple are needed to reach the goal. (not what is asked)
Subject Items(3)
should be attached to a research questions. Are the actual questions you ask in a n
interview.
Interview
Individual directed conversation. In depth. Open minded.
High level of control (max probing). story telling. good for sensitive issues.
Cons: Tangents, non responder, generalizability, social desirability.
Focus Group
moderated group convo. in depth. mostly open ended. 8-10 ppl. some probing. Some
storytelling. Group feedback, consensus and conflict.
Cons: Tangents, influence from group personality(conformity or majority or to
you), time intensive, generalizability.
Observation
