J494 TEST EXAM QUESTIONS AND ANSWERS
LATEST UPDATE
Research
An attempt to discover something
Social research
The process of formulating and seeking answers to questions about the social world
Research methods
Secondary research, interviews, focus groups, surveys, experiments, content analysis,
usability testing
Key point of research methods
A variety of approaches can be used to study social phenomena, the best strategy to
use is multiple approaches that don't share the same weaknesses
Strategic campaign
A systematic set of strategic communication activities, each with a specific purpose,
sustained over a length of time and dealing with objectives associated with a particular
issue
Research cycle
Formative research > process/implementation > Evaluation >
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
Evaluations
(After) provides data to assess the success of a campaign based on the achievement of
stated objectives
RISC
Research
Insight
Strategy
Creative
Insight
Not summaries of the research data but the story that is woven within the data.
Secondary research
Information previously complied for other purposes that can be adapted for your needs.
From sources like newspapers, archives, statistics, academic journals.
Limitations of secondary data
May not to be credible, relevant, representative, or current. Sources can contradict each
other. Could be expensive.
Steps of campaign planning
Goal setting
Secondary research
, Primary research
Reassess assumptions
Goals/objectives
Strategies
Tactics
Timeline and budget
Evaluation
Reasons for research
Better understand publics
Identify potential problems/opportunities
Make sound decisions
Avoid mistakes
Save time and money
Justify efforts
Benchmark for evaluation
Qualitative research methods
Interviews
Focus groups
Usability testing
Observation/ethnography
Quantitative research methods
Surveys
Content analysis
Experiments
Assumptions of qualitative research
Reality is socially constructed
A person's experience is unique
Value in understanding a situation deeply, rather than generalizing
Responses tend to be open-ended
Assumptions of quantitative research
There is an object reality
It can be measured
External validity
Responses tend to be closed-ended
Advantages of qualitative research
- Attempts to see through the lens of the target public
- Can be good for understanding why and investigating processes
- Especially important during formative research and creative process
Limitations of qualitative research
- Communication setting must be accessible
-Meaning filtered through the researcher (subjective)
- Time consuming
- Difficult to generalize findings
Advantages of quantitative research
-Tradition implies rigor
-Numbers and statistics allow precise and exact comparisons and reporting
LATEST UPDATE
Research
An attempt to discover something
Social research
The process of formulating and seeking answers to questions about the social world
Research methods
Secondary research, interviews, focus groups, surveys, experiments, content analysis,
usability testing
Key point of research methods
A variety of approaches can be used to study social phenomena, the best strategy to
use is multiple approaches that don't share the same weaknesses
Strategic campaign
A systematic set of strategic communication activities, each with a specific purpose,
sustained over a length of time and dealing with objectives associated with a particular
issue
Research cycle
Formative research > process/implementation > Evaluation >
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
Evaluations
(After) provides data to assess the success of a campaign based on the achievement of
stated objectives
RISC
Research
Insight
Strategy
Creative
Insight
Not summaries of the research data but the story that is woven within the data.
Secondary research
Information previously complied for other purposes that can be adapted for your needs.
From sources like newspapers, archives, statistics, academic journals.
Limitations of secondary data
May not to be credible, relevant, representative, or current. Sources can contradict each
other. Could be expensive.
Steps of campaign planning
Goal setting
Secondary research
, Primary research
Reassess assumptions
Goals/objectives
Strategies
Tactics
Timeline and budget
Evaluation
Reasons for research
Better understand publics
Identify potential problems/opportunities
Make sound decisions
Avoid mistakes
Save time and money
Justify efforts
Benchmark for evaluation
Qualitative research methods
Interviews
Focus groups
Usability testing
Observation/ethnography
Quantitative research methods
Surveys
Content analysis
Experiments
Assumptions of qualitative research
Reality is socially constructed
A person's experience is unique
Value in understanding a situation deeply, rather than generalizing
Responses tend to be open-ended
Assumptions of quantitative research
There is an object reality
It can be measured
External validity
Responses tend to be closed-ended
Advantages of qualitative research
- Attempts to see through the lens of the target public
- Can be good for understanding why and investigating processes
- Especially important during formative research and creative process
Limitations of qualitative research
- Communication setting must be accessible
-Meaning filtered through the researcher (subjective)
- Time consuming
- Difficult to generalize findings
Advantages of quantitative research
-Tradition implies rigor
-Numbers and statistics allow precise and exact comparisons and reporting
