Chapter 5

Question 1

What are primary and secondary research methods?

Answer 1

Primary is your own research, secondary is existing research.

Question 2

What are formative and evaluative research approaches?

Answer 2

Formative Research-
Research done at the start of the campaign
planning process to form a plan

Evaluation Research-
1. Research carried out to examine the quality of
preparation, implementation as well as the
impact of the plan
2. Can take place at any time during the 4 Phases
of Planning

Question 3

What are formal (quantitative) and informal (qualitative) research methods?

Answer 3

Formal (quantitative) Research
Chance and chance alone guides
selection of the sample.

Informal (qualitative) Research
Not based on a random, representative sample. Used to capture the qualities of people’s thoughts and opinions.

Question 4

What is the important distinction between the two? (qualitative and quantitative) What implication does this distinction have as far as the interpretation of results from each type of research is concerned?

Answer 4

quantitative captures hard data qualitative captures emotions and feelings

Question 5

What must be necessary for a random sample to be random?

Answer 5

each unit in the population has an equal chance of being selected

Question 6

What is casual research?

Answer 6

Information gathered without any

systematic plan

Question 7

Research is used to…

Answer 7

Describe the organization
Describe its publics
Describe the situation
a. a situation is a set of circum-
stances facing the organization
b. includes both obstacles and
opportunities