J494 MIDTERM TEST EXAM QUESTIONS AND
ANSWERS LATEST UPDATE
3 stages of strategic communication research
1. formative
2.process
3. evaluation
formative research
provides data and perspective to guide campaign creation. (before)
process research
monitors the implementation of the campaign to assess internal and external outputs
and signal when adjustments are needed. (during)
evaluation
provides data to assess the success of a campaign based on the achievement of stated
objectives. (after)
Qualitative Research Methods
-Interviews
-Focus groups
-Usability testing
-Observation/ethnography
Quanitative Research methods
-Surveys
-Content analysis
-Experiments
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
-Generalization of findings*
-Especially important during process & evaluation stages
Limitations of Quantitative Research
-Cannot capture complexity of communication/human experience
-Difficult to apply outside of controlled environments
-Limited to answer choices
-Reliance on numbers
Key similarities between Quantitative and Qualitative Research
, -Rely on empirical evidence
-Provide useful information for describing, understanding, and explaining human
communication behavior
-Are needed in strategic communication campaign design, implementation, and
evaluation
Key differences between Quantitative and Qualitative Research
qualitative
-Uses detailed descriptions
-Participants are selected purposely*
-Deeply contextualized
-Relies on interpretive frame
quantitative
-Uses numbers
-Participants are randomly selected*
-Removes some level of contextuality
-Relies on formal logic
research goals
are statements of what you hope to achieve with your research.
subject items
-should be attached to a research questions.
-Are the actual questions you ask in an interview.
research questions
narrow each goal (purpose) into specific questions that you need to have answered to
accomplish that goal.
Primary Data
Data YOU collect for a specific project
Secondary Data
Has already been collected for other purposes
ex: reading yelp reviews
limitations of secondary data
-May not be credible
-May not be relevant
-May not be representative
-May be outdated
-Secondary sources can contradict each otherCould be expensive
strengths of interviews
-Smaller sample*
-Allows for probing
-High level of control
-Allows for storytelling
-Collect data that might be difficult to observe
-Good for sensitive issues
Strengths of focus groups
-Allows for some probing
-Allows for some storytelling
ANSWERS LATEST UPDATE
3 stages of strategic communication research
1. formative
2.process
3. evaluation
formative research
provides data and perspective to guide campaign creation. (before)
process research
monitors the implementation of the campaign to assess internal and external outputs
and signal when adjustments are needed. (during)
evaluation
provides data to assess the success of a campaign based on the achievement of stated
objectives. (after)
Qualitative Research Methods
-Interviews
-Focus groups
-Usability testing
-Observation/ethnography
Quanitative Research methods
-Surveys
-Content analysis
-Experiments
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
-Generalization of findings*
-Especially important during process & evaluation stages
Limitations of Quantitative Research
-Cannot capture complexity of communication/human experience
-Difficult to apply outside of controlled environments
-Limited to answer choices
-Reliance on numbers
Key similarities between Quantitative and Qualitative Research
, -Rely on empirical evidence
-Provide useful information for describing, understanding, and explaining human
communication behavior
-Are needed in strategic communication campaign design, implementation, and
evaluation
Key differences between Quantitative and Qualitative Research
qualitative
-Uses detailed descriptions
-Participants are selected purposely*
-Deeply contextualized
-Relies on interpretive frame
quantitative
-Uses numbers
-Participants are randomly selected*
-Removes some level of contextuality
-Relies on formal logic
research goals
are statements of what you hope to achieve with your research.
subject items
-should be attached to a research questions.
-Are the actual questions you ask in an interview.
research questions
narrow each goal (purpose) into specific questions that you need to have answered to
accomplish that goal.
Primary Data
Data YOU collect for a specific project
Secondary Data
Has already been collected for other purposes
ex: reading yelp reviews
limitations of secondary data
-May not be credible
-May not be relevant
-May not be representative
-May be outdated
-Secondary sources can contradict each otherCould be expensive
strengths of interviews
-Smaller sample*
-Allows for probing
-High level of control
-Allows for storytelling
-Collect data that might be difficult to observe
-Good for sensitive issues
Strengths of focus groups
-Allows for some probing
-Allows for some storytelling
