J 494 Exam

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Insight

* A powerful articulation of a relevant and actionable truth * are not summaries of the research data-- they are they story that is woven within the data

V. Thank you

Always thank them again for their time Give them the incentive (if promised) See if they have any questions Make sure they have your contact info, if they think of anything to add or have a question later

IV. PARTICIPANT ADDITION

Ask the participant if they have anything to add about the issue? Any advice? Anything you should know that you didn't ask about?

4 research goals in this course!!!

Research Goal 1: Understand the scope of the issue among UO students Research Question 1a: Items for RQ1a: Research Question 1b: Items for RQ1b: Research Goal 2: Discover among UO students Research Goal 3: Identify UO students among key barriers key motivations/motivators Research Goal 4: Determine appropriate channels and settings for this campaign

Find out how you can motivate YOUR target publics?

Sources they will listen to, like, trust What is important to them Specific people, places, issues, experiences General values What do they need/want What do they like (enjoy) and dislike

I. INTRODUCTION SCRIPTA PARAGRAPH THAT INCLUDES:

Thank you for participating Reminder of broad purpose of this research—how their responses will be used Reminder of who you are Assurances of confidentiality (or clear statement of who you will share their identity with) Clear explanation of incentive (or lack of incentive) Reminder that there are no right/wrong answers Audio recording Provide opportunity to ask questions

Find out how you can reach YOUR target publics?

Which channels do they habitually pay attention to? Which settings are they frequently in? Preferences for this type of info? Where/when are they most able to act upon the message?

SCOPE OF YOUR ISSUE

Who is affected by this? How prevalent? When is this an issue (time of year, day, etc.)? What are the important contexts or settings for this issue? What are the current knowledge (or misperception) levels, attitudes, or behaviors of students relevant to your issue? What would students prefer to happen related to this issue? And...I'm sure you can think of more questions that you need answered.

Find out which of these are barriers for YOUR target publics?

uninterested in paying attention to messages about your issue (maybe from low relevance beliefs or active resistance) lack knowledge about your issue/org (or have misperceptions) think that even if they wanted to think/do what you want, they couldn't (outside of their control and/or skill level) lack motivation to think/do what you want because they... don't see other people doing/thinking it (low norms) don't think it will be useful/helpful (unknown benefit) some other factor (fear, stigma, etc.)

Research Cycle

1. Formative 2. Process 3. Evaluation

Typical Research Areas

1. Getting to know the target public's 2. Understanding the the issue organization product 3. Learning from others

Basic outline of an interview

1. Introduction script 11. Warm-up questions 111. Main questions 1V. Participant addition V. Thank you and incentive Interview: 10-12 questions (with probes ready) Focus Group: 12-15 questions (with probes ready)

The big 3 things u need to know about target publics

1. motivations 2. barriers 3. where to reach them > channels & settings

Steps for Qualitative Data Analysis

1.Prepare transcripts for analysis 2.Make two copies of each transcript 3.Read all transcripts in one sitting 4.Create codes by research question 5.Code with RQ codes and contextualize 6.Review coding and tally, combine, summarize, interpret

Research Methodologies

1.Qualitative Interviews Focus groups Usability testing Observation / ethnography 2. Quantitative Surveys Content analysis Experiments

Experimental condition

A group of subjects to whom an experimental stimulus is administered.

Control condition:

A group of subjects to whom no experimental stimulus is administered; and who should resemble the experimental group in all other respects.

Strategic Campaign

A systematic set of strategic communication activities, each with a strategic and finite purpose, sustained over a length of time and dealing with objectives associated with a particular issue.

Strengths of focus groups

Allows for some probing Allows for some storytelling Collect data that may be difficult to observe *group feedback, consensus, and conflict

Strengths of observation

Allows you to see how people behave in a natural environment Better understanding of context

Pros 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

ADAPTING TO DIFFERENT PERSONALITIES/SITUATIONS in interviews

Being able to quickly adjust your style to suit each individual participant. Rationale: Helps each participant be comfortable enough to speak freely with you. Tips: * Be aware of each participant, quick analysis of style * Be ready to adapt your demeanor, tone, pace (e.g., be more somber if they are upset or upbeat to indicate interest)

Reasons for research

Better understand publics Identify potential problems / opportunities Make sound decisions Avoid mistakes Save time and money Justify efforts Benchmark for evaluation

Like aGirl Case study:

Campaign goals: generate positive brand image/ associations wile increasing adolescent girls brand awareness Secondary (background) : Past/ current communication focused on how well the product performed. Competitor analysis found other brands focused on young adults and reducing period stigma. Interviews and surveys - half of women experienced a decline in confidence at puberty, puberty is when being a girl took on a negative meaning, 70% of girls feel like they don't belong in sports, over half quit playing sports in puberty, girls who played sports have higher levels of confidence, many wished they had more confidence. 1. Target girls entering puberty not young women 2. Empowering girls during this time of their lives when confidence is at its lowest would give a powerful, relevant and purposeful role. Plus, it will help brand image / positive associations. Results: 85+Million views on Youtube (global) Before watching 19% of adolescents had a positive association with being a girl. After watching 76% did. 2/3rds of men who watched said they'd think twice about using "like a girl" in a negative way. Always brand equity had double digit percentage increase during campaigns compared to declines in competitors.

Qualitative Cons

Cannot capture complexity of communication/ human experience Difficult to apply outside of controlled environments Limited to answer choices Reliance on numbers

Cons of qualitative research

Communication setting must be accessible Meaning filtered through researcher (subjective) Time consuming Difficult to generalize findings

Observation

Continuum of participant to observer

Primary Data

Data YOU collect for a specific project Ex: Going to a restaurant yourself or asking others about their experience

4. Create codes by research question

For each research question, create a main code and your anticipated sub-codes (based on your earlier reading of the transcripts). Also, create an "other" code to capture interesting/important information that isn't specific to a RQ, but still may be relevant.

Social Research:

Formulating questions Seeking answers about the social world.

III. MAIN QUESTIONS

Getting answers to your RQs Group questions by topic (e.g., awareness of the org, attitudes about the org, reactions to message ideas) Generally, go from broad to specific** Consider the influence of previous questions Make sure questions are open-ended Plan for some prompts

Example research Questions

Goal: Explore Potential tactics Which settings are likely to be most effective? Which channels do our target publics already use/ engage with? How does our target public interact with similar brands' messages on XYZ channels? Goal: Narrow our target publics What types of people are already aware of our product? What types of people are least likely to be aware of our product? What product attributes are most attractive to unaware publics?

Secondary data:

Has already been collected for other purposes Ex: Reading yelp reviews

External Validity

How well the results can be applied to other situations/ people (generalizable)

Strategy

How you will unlock the insight to solve the problem or seize the opportunity

Interview

Individual interviews (directed conversations seeking in depth responses and relying primarily on open-ended questions.

Secondary Research

Information previously compiled for other purposes that can be adapted to your needs Three key questions 1. What do we know about a given topic? 2. Where can we gather existing information? 3. How can we do it as quickly and cheaply as possible?

QUESTION TYPES TO AVOID!!!

Leading Questions (AVOID) Avoid: How sad were you when you heard about Paul Walker's death? Okay: How did you feel when Paul Walker died? Multiple-choice/closed-ended Questions (AVOID) Avoid: Do you prefer green or black tea? Okay: What's your favorite kind of tea? (leading?) Okay: What's your favorite drink? Status Hierarchy Questions (AVOID) - (FG) Income, education, etc.

Limitations of a secondary source:

May not be credible May not be relevant May not be representative May be outdated Secondary sources can contradict each other Could be expensive

Focus Group

Moderated group conversation seeking in depth responses and relying primarily on open ended questions (8-10 ppl)

Process research (during)

Monitors the implementation of the campaign to assess internal and external outputs and signal when adjustments are needed.

Typical secondary sources:

News Clippings (Lexis-Nexis, Librarian) Archives / historical documents Relevant statistical databases/ research organizations PR/ AD trade website and publications (for info about the industry, issue, environment) PR/ AD case studies Academic journals Info from org's website, past newsletters, social media, etc

2. Make two copies of each transcript

One stays intact for reference One is used in analysis—to be uploaded on Canvas

Rationale:

Participants will talk freely, openly, and honestly about the research topic only if they: * Feel comfortable * Trust you * Believe you are interested * Feel secure about confidentiality * Don't feel judged

Steps of Campaign Planning:

Preliminary ideation, goal setting Secondary Research Primary Research (interviews) Reassess assumptions Goals/ Objectives Strategies Tactics Timeline + Budget Evaluation

PROBING QUESTIONS

Probes reveal more in-depth information by clarifying earlier responses or expanding on previous statements by a participant. ex: What is it about XYZ that causes you to feel that way? Help me understand.. . How so? In what way? Please tell me more about.. Please give me an example of.. What can someone else tell me about this?

Formative Research (before)

Provides data and perspective to guide campaign creation

Evaluation (after)

Provides data to assess the success of a campaign based on the achievement of stated objectives

Key Differences Quantitative/Qualitative

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

Items example

Question: Which of the following social media sites do you use? [then have a list of options] Item: Which of the following social media sites do you use? [then have a list of options] Item: If there's breaking news, how are you most likely to hear about it?

OPEN-ENDED QUESTIONS

Questions that will start a conversation and allow space for multiple responses Examples: Tell me about your impressions of student health? Walk me through your most recent memory of hearing about student health? Where were you? Who were you with? What comes to mind when you think about STI testing?

Qualitative assumptions

Reality is socially constructed A person's experience is unique Value is in understanding a situation deeply, rather than generalizing Responses tend to be open ended

1. Prepare transcripts for analysis

Recommend: Single-spaced comments and then double space between speakers. The comments of the interviewer should be easily identifiable by bolding, caps, or underlining.

Key similarities in Qualitative and Qualitative Research

Rely on empirical evidence Provide useful info for describing, understanding, and explaining human communication behavior Are needed in strategic communication campaign design, implementation, and evaluation

Communication model

Sender -- medium -- message -- receiver -- and probably feedback

Research question qualities

Should be attached to a specific goal Narrow each goal into specific questions that you need to answer to accomplish that goal Typically, each research goal requires multiple research questions Are not the questions that you will ask your participants (those are called "items")

II. WARM-UP QUESTIONS TYPICALLY 1-2 "EASY" QUESTIONS

Should be of interest to the participant Not sensitive or too personal But still relevant to your research goals

Response Rate:

Shown as a percentage Number of participants that showed up/participated in, divided by how many people you asked

Strengths of interview method

Smaller sample * Allows for probing high level of control Allows for storytelling Collect data that might be difficult to observe Good for sensitive issues

Focus Groups weakness

Tangents Heavily influenced by group personalities *Conformity to majority or to you Time intensive Generalizability

Weaknesses of interview

Tangents Non-responders Time intensive Generalizability Social desirability *

Raport building

The ability to quickly create interviewer/participant dynamics that are positive, relaxed, and mutually respectful

Dependent variable

The effects you are measuring Outcomes * attitudes *beliefs *behaviors

Independent Variable

The thing you chance manipulate Tone of the language Facts/info included Message appeals layout design graphic

Quantitative:

There is an objective reality It can be measured External Validity Responses tend to be close-ended

3. Read all transcripts in one sitting

This quick reading is just to remind you of the whole scope and to refresh your memory of where information is located, what information is missing, and what information is common.

Observation Weaknesses

Time intensive Subjectivity bias in interpretation Only what you can see/hear

Quantitative research pros

Tradition implies rigor Numbers and statistics allow precise and exact comparisons and reporting Generalization of findings Esp. Important during process and evaluation stages

Emphasizing participants perspective

Use rationale Tips: * Remember the purpose is to elicit their perspective • If they ask a factual question, write it down and answer after the interview • If they ask your opinion, deflect, let them know it is their opinion that matters

DEVELOPING RESEARCH GOALS/QUESTIONS

What can we find out that will provide evidence that we can use to guide us in making choices about target publics, strategies, messages, and tactics?

Creative

Where the magic happens

Saturation

You are no longer getting new information/ perspectives/insights

Research goals

are big picture statements that lay out the major aspects of research you believe need to be conducted to create an effective campaign plan.

Subject items

are the questions you ask participants. Your analysis of the item responses should answer your research questions.

purpose

establish causation 1. cause and effect must be correlated 2. Cause must precede the effect 3. Must account for alternative explanantions

Empirical knowledge

it's based on observation and/or experimentation rather than theory. Gathered systematically as part of a scientific process. NOT: your own gut feelings or anecdotal

relevant

must adress objectives

Research questions

narrow each goal (purpose) into specific questions that you need to have answered to accomplish that goal.

actionable

not academic or something we can't influence

Research Goals

statements of what you hope to achieve with your research. Examples: Understand the situation/issue Understand/and or narrow target publics Define the scope of the problem/opportunity Discover potential strategies Explore potential tactics Test campaign messages

Validity

you are measuring what you think you are measuring

RECRUITMENT STEPS

• Identify your target public(s) • Brainstorm how to find contact information for your target publics (often the hardest part) • Choose the best contact mode(s) • Create a script (phone, email, in-person) • What would make you want to participate? • Secure a location (if necessary) • Contact potential participants • Remind participants the day before/of

DETAILS YOU NEED TO PLAN FOR in an interview

• Location(s) you will recruit from • Location(s) you will conduct research • How will you get contact information for participants • Which day(s) and time(s) will you recruit, conduct • What incentives will you offer (if any)

Conditions

• Manipulation of independent variable • Create "conditions" that isolate a cause • Measure the effect (DV) after exposure to the cause (IV) • Conditions can be• Variations/levels of a cause Amount of exposure to a cause A cause vs. nothing (called a control)

Subject Items

•These are the actual questions that you would ask a research participant (on a survey or in an interview) •Items should be tied to a research question* •Some items are relevant to more than one RQ

Qualitative analysis should be...

▪Systematic = deliberate, orderly, and structured ▪Not impulsive or arbitrary ▪Can still be flexible ▪Well-documented = write down notes about decisions made, interpretations, and how topics are defined ▪The researcher should be able to point to a trail of evidence and logic supporting all these issues