9 Flashcards
Wat is informal research
Casual interactions with key stakeholders or experts
* Helps understanding problems
* Inform a communication program
Drawback:
Not systematic!
May not be representative!
Wat is formal research
- Systematic data-gathering methods
- Representative sampling.
- Focus groups
- Surveys
- Content analysis
Welke verschillende Stages and Levels of Evaluation zijn er volgens de studie van Cultip
Preparation:
Quality of message and activity presentations
Appropriateness of message and activity content
Adequacy of background information base for
designing programme
Implementation:
Number who attend to messages and activities
Number who receive messages and activities
Impact:
Social and cultural change
Number who repeat behaviour
Wat is de research and evaluation cycle
Step 1. Audit: research to identify issues and set benchmarks
Step 2. Objectives: Communication objectives for each stakeholder
Step 3. Planning and execution: design amd execution of the campaign
Step 4. Measurement and evaluation: continuous measurement
Step 5. Results: taking stock of result against initial objectives
Welke corporate reputation research methods zijn er
Qualitative
○ Open
○ Rich
Quantitative
○ Closed (predefined, structured)
○ Better comparison, generalisation
Welke quantitative corporate reputation research methods zijn er
● Attitude scales/attribute rating
● Q-sort
Wat is attitude scales
Questionnaire: respondent ratings of attributed on Likert scales
Cost moderate
Wat is Q sort
Oral interview: each respondent is asked to rate and rank statements about the organization written on cards
Cost moderate
Welke qualitative corporate reputation research methods zijn er
Unstructured Interview
● Focus group
● Repertory grid
● Laddering
Oral interview
Wat is een unstructured interview
Oral interview: each respondent is asked to reflect upon his/her views of an organization and
explain why (with or without used of visual aids)
Cost moderate
Wat is een focus group
Group discussion: in a group, respondents discuss their views of the organization and explain why (with or without use of visual aids)
Cost moderate
Wat is een reportory grid
Oral interview: each respondent is asked to pick two out of three statements which match the organization best or worst and explain why
Cost low
Wat is laddering
Oral interview: each respondent is asked to reflect upon beliefs about organization aimed at discovering means-ends relations
Cost high
Wat bepaalt de basis van je studie
Cognitive?
* Ex: awareness, knowledge
* Behavioral?
* Ex: knowledge → less questions, less energy consumption
* Define them precisely. Not always easy.
* Suppose you launched a campaign to increase the trustworthiness of your company. What effect would you study?
Wat is de cobweb method
Brain storm session between managers and you end up with an picture with qualities and how good you are with it it looks like a cob web
