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ADMN 205 – Experiencing Research

ADMN 205 – Experiencing Research. Thursday, October 3, 2013. 8 Reasons to do research. Gain credibility Define audience segment Formulate strategy Test messages Keep management in touch Prevent crises Monitor competition Sway public opinion Generate publicity Measure success.

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ADMN 205 – Experiencing Research

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  1. ADMN 205 – Experiencing Research Thursday, October 3, 2013

  2. 8 Reasons to do research • Gain credibility • Define audience segment • Formulate strategy • Test messages • Keep management in touch • Prevent crises • Monitor competition • Sway public opinion • Generate publicity • Measure success

  3. What research should each of you do for your project? Situation – Organizational materials, content analysis of media coverage Objectives – Mission statement Audience – statistical information, informal survey Strategy – test your key message Tactics – use your knowledge Calendar – relevant dates, informal survey Budget – pricing information for materials Evaluation – surveys, head count

  4. What kind of research do you need to do to write your SITUATION section Your organization’s Mission Statement History, background, challenges, competition Helps you understand your client’s objectives Helps you develop a project that is relevant and helpful to the organization

  5. SITUATION – Research • Secondary research • Organizational materials • Library and Online databases • World Wide Web • Primary research • Content analysis • Interviews

  6. SITUATIONEvery one of your projects should include the Mission Statement, or something close, quoted from the organization’s literature (probably their website) “

  7. Shannon’s PlanSITUATION The Mission of First Nations University is “to enhance the quality of life, and to preserve, protect and interpret the history, language, culture and artistic heritage of First Nations.” My Strategic Communication Plan will help you achieve these objectives by recruiting new faculty members to do research and teach at FNUniv. These new faculty will conduct research that will “preserve, protect and interpret the history, language, culture and artistic heritage of First Nations.” So my campaign will assist you to achieve your organizational objective, as stated in your Mission Statement.

  8. Qualitative Research

  9. Content Analysis

  10. Content Analysis Often measures media coverage Take all of the articles about your organization and evaluate their content Can be informal overview of materials or very scientific with random sampling

  11. Interview

  12. Interview Example Open-ended questions Unstructured Exploratory Can you think of an experience you had this semester when YOU were the subject of a one-on-one (in-depth) interview?

  13. Focus Groups

  14. Focus Groups Focus groups – usually group has something in common that is related to the topic For a group like you, a good question might be: What are the benefits of studying at the University of Regina? Focus group leader – extraverted, leader, takes control but good listener Small groups – less than 10

  15. Focus Group Exercise Number off – 1- 4 Pick a focus group leader/facilitator What are the benefits of studying at the University of Regina? Must get input from everyone Summarize everyone’s input Report: What are the benefits, according to the group?

  16. Focus Group methodology Strengths of Focus Group method Weaknesses of Focus Group method

  17. Observation

  18. Observation If someone came into class today and observed us, what would they observe about our class?

  19. Participation

  20. Participation If someone came into our class today and participated in our class activities, would we change our behavior? If they were a tall white man wearing an expensive suit… If it was a 20-year-old UR student… If is was a nun in a habit…

  21. Informal Surveys

  22. Informal Survey Exercise • Ask 5 people (from different rows): • How many hours do you spend exercising each week?

  23. Informal Survey Exercise • If you were doing informal research related to your project, what question would you want to ask? • Every project should have some evidence gathered from informal surveys • If you ask 10 people who are in your target audience if they do what you are trying to get them to do and they say ”No,” that provides evidence that there is a need for your campaign • Make sure you tell the reader how you did the research and what the results were.

  24. Quantitative Research

  25. Formal Surveys

  26. Formal Surveys Random sample Appropriate sample size

  27. Random Sample Exercise • Number off 1 – 3 • Pick a number • What is the country where you are a citizen?

  28. Random Samples • Everyone had the same chance of being picked…so it was random • What about our sample size?

  29. Telephone Polls

  30. Mailed/Emailed surveys

  31. UR Survey – Degrees Alumni Magazine Browse magazine

  32. Survey Exercise • Complete UR survey • Sent to UR alumni • See my email

  33. Intercept interviews

  34. Quantitative Research The easiest way to get quantitative research results is to let someone else do it for you. What is this kind of research called?

  35. QuantitativeSecondaryResearch

  36. Canada Watch video • Statistics Canada

  37. China National Bureau of Statistics of China

  38. University of Regina • Office of Resource Planning

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