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 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
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
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
SITUATION – Research • Secondary research • Organizational materials • Library and Online databases • World Wide Web • Primary research • Content analysis • Interviews
SITUATIONEvery one of your projects should include the Mission Statement, or something close, quoted from the organization’s literature (probably their website) “
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.
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
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?
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
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?
Focus Group methodology Strengths of Focus Group method Weaknesses of Focus Group method
Observation If someone came into class today and observed us, what would they observe about our class?
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…
Informal Survey Exercise • Ask 5 people (from different rows): • How many hours do you spend studying each week?
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.
Formal Surveys Random sample Appropriate sample size
Random Sample Exercise • Number off 1 – 3 • Pick a number • What is the country where you are a citizen?
Random Samples • Everyone had the same chance of being picked…so it was random • What about our sample size?
UR Survey – Degrees Alumni Magazine Browse magazine
Survey Exercise • Complete UR survey • Sent to UR alumni • See my email
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?
Canada Watch video Statistics Canada
China National Bureau of Statistics of China
University of Regina Office of Resource Planning