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Transcript of Survey Research
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PR Campaigns J4-554
January 12, 2010, Margy Parker
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Today’s class timeInformal presentations by teams – client
background, meeting, scope of project
Research In-depth interviewsSurvey researchFormulate a questionnaire – case study
Assignments – January 14Client Report #1
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Informal presentation
•Meet with your team for 10 minutes
•Decide who will say what
•Present
--self introductions
--client background
--first client meeting
--scope of your project
• Audience observations
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In-depth interviews Explore perspectives on a particular idea,
program, or situation.
Are used if people uncomfortable talking about something in front of others, or to refine a survey.
Provide much more detailed info.
Require less advance organization (than focus groups).
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In-depth Interviews Not generalizable.
Requires protocol for every step.
Requires a discussion guide.
Requires consent, bow out clauses.
Interviewer bias – needs attention, caution.
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In-depth interviews – How to
Ask easy questions first – according to guideline.
Then probe (“Can you elaborate, give an example, explain?”)
Allow stories and tangents to develop.
Complete when same stories/themes start to be common.
Transcripts are analyzed for concepts, themes, lines of thought.
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Survey Research – Why?
Describe “what’s up” with individuals
Establish the range of attitudes
Assess needs
Guide policy formation
Support funding requests
Plan for the future
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Survey Research - PitfallsBreadth, not depth
Time consuming
Subject to sampling & measurement error
Lack of control
Cannot establish causality
Response rates tanking
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Effective Questions
Focus directly on the topic or issue to be measured
Are brief, clear, simple as possible
Have language that’s’ easily understood
Address the purpose of the research
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Ineffective QuestionsDouble barreled, double bind
Vague
Complex
Leading or loaded
Unrealistic recall
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Constructing QuestionsClosed ended
easiest to analyze
Open endedgood for detailalways include one at end
Every question needs a purpose
– why do you want to know?
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Types of QuestionsResponse scale
Likert
Linear – numeric
Semantic distance
Comparative
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Types of QuestionsMultiple Choice
Yes and no (never for the future)
True and false (scales used more often)
Specific traits (gender, race, income, education)
Open ended
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Types of SurveysSnail Mail
Phone
Personal (Intercept) Interviews
Online
SurveyMonkey
Constant Comment
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Best Practices
Identify the area(s) of interest:
Think beyond your industry
Talk to a trade association
Reference PR sites;
Marketing Profs, Marketing Sherpa, PRSA
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Best Practices
Check out the competition
Check research journal studies
Interview users of other similar products or services
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Assignments – January 14, 15
Client Report #1 – Background, SWOT, Project Scope
Draft (print and email due to Margy – by class)
Comments returned a.s.a.p. – by end of day
Final due to client Friday, January 15
First weekly update report, January 15