J494 RESEARCH AND COMMUNICATION EXAM QUESTIONS
AND ANSWERS LATEST UPDATE
What is research?
The systematic investigation into and study of materials
and sources in order to establish facts and reach new conclusions.
Examples of Strategic Communication
Situation Analysis
Target Audience Analysis
Creative Development
Media Analysis/Placement
Campaign Tracking
Situation Analysis
the systematic collection and study of past and present
data to identify trends, forces, and conditions with the potential to influence the
performance of the business and the choice of appropriate strategies
How do you know that you know something?
Tradition Authority Intuition Scientific method
The process of research
Creative development
Creative translates the new concept/positioning into
advertising strategy that is relevant to the appropriate audience.
Media analysis and placement
Ultimately, deciding where, when and how to place your
advertising.
Ie. Print, Online, Mobile, etc
Evidence-based (empirical)
Conforms to observation
Preliminary Discussions and Agreements
PROBLEM STATEMENT:
What is the issue that you/your client needs
to resolve?
How will research be a worthwhile
investment in resolving this issue?
What do you need to learn in order to
resolve this issue?
Exam problem statement practice:
Define the problem: Sprint, low profile
Justify the need for research:
Specify informational needs:
Secondary Research
, Seeking information that has been collected
and analyzed by others, usually for a different purpose than the researcher's
current, specific informational need.
The targeting researcher (using secondary data)
May make use of secondary data that they
buy from companies to examine demographic data of their audience in an effort to
determine the best methods to target that audience.
Examples of secondary research
Using age, shopping times, what they
like to do on the weekend, etc.
Secondary research: More examples
Journal of Public Relations Research
Journal of Advertising Research
Psychology and Communication Journals
When do I use secondary research-
Directly address informational needs
Provide insight prior to primary research
Help in development of research instruments
2. Secondary Research: When do I
use it?
When deciding whether to use secondary
research consider:
The planning and conducting of the
research (Who, What)
The reason the research was conducted
(Why)
Potential advantages
May be quicker: You don't have to do the data
collection
May be cheaper: You don't have to conduct
the research
Potential disadvantages
Availability - often proprietary
Relevance - may not address your specific
problem
Sufficiency - may not be enough
Accuracy ("Goodness") - may not be sound
research
How can I find it?
Internal
Usually comes from the agency or the
client
External
Basic Secondary Research
External Sources- 3 main places
AND ANSWERS LATEST UPDATE
What is research?
The systematic investigation into and study of materials
and sources in order to establish facts and reach new conclusions.
Examples of Strategic Communication
Situation Analysis
Target Audience Analysis
Creative Development
Media Analysis/Placement
Campaign Tracking
Situation Analysis
the systematic collection and study of past and present
data to identify trends, forces, and conditions with the potential to influence the
performance of the business and the choice of appropriate strategies
How do you know that you know something?
Tradition Authority Intuition Scientific method
The process of research
Creative development
Creative translates the new concept/positioning into
advertising strategy that is relevant to the appropriate audience.
Media analysis and placement
Ultimately, deciding where, when and how to place your
advertising.
Ie. Print, Online, Mobile, etc
Evidence-based (empirical)
Conforms to observation
Preliminary Discussions and Agreements
PROBLEM STATEMENT:
What is the issue that you/your client needs
to resolve?
How will research be a worthwhile
investment in resolving this issue?
What do you need to learn in order to
resolve this issue?
Exam problem statement practice:
Define the problem: Sprint, low profile
Justify the need for research:
Specify informational needs:
Secondary Research
, Seeking information that has been collected
and analyzed by others, usually for a different purpose than the researcher's
current, specific informational need.
The targeting researcher (using secondary data)
May make use of secondary data that they
buy from companies to examine demographic data of their audience in an effort to
determine the best methods to target that audience.
Examples of secondary research
Using age, shopping times, what they
like to do on the weekend, etc.
Secondary research: More examples
Journal of Public Relations Research
Journal of Advertising Research
Psychology and Communication Journals
When do I use secondary research-
Directly address informational needs
Provide insight prior to primary research
Help in development of research instruments
2. Secondary Research: When do I
use it?
When deciding whether to use secondary
research consider:
The planning and conducting of the
research (Who, What)
The reason the research was conducted
(Why)
Potential advantages
May be quicker: You don't have to do the data
collection
May be cheaper: You don't have to conduct
the research
Potential disadvantages
Availability - often proprietary
Relevance - may not address your specific
problem
Sufficiency - may not be enough
Accuracy ("Goodness") - may not be sound
research
How can I find it?
Internal
Usually comes from the agency or the
client
External
Basic Secondary Research
External Sources- 3 main places
