Lecture 10

Question 1

Quantitative Research

Answer 1

numeric data
random samples
stats to generalize to broader population
Large size
Breadth of knowledge
Answers what/where/when
Close-ended info
METHODS - surveys, content analysis, field/lab experiments, data collection

Question 2

Qualitative Research

Answer 2

nonnumeric textual data
small samples
deep insights
depth of knowledge
answers why/how
open-ended info
METHODS: interviews, focus groups, case studies, ethnographies, historical analyses

Question 3

Barcelona Principles

Answer 3

1. SET goals
2. IDENTIFY outputs, outcomes, impact through measurement/evaluation
3. COMMUNICATE oucomes/impacts for stakeholders/society/organization
4. MIXED METHODOLOGIES
5. AVES are not value of communications
6. HOLISTIC measurement/evaluation - all online/offline channels
7. ROOT in integrity/transparency to drive learning/insights

Question 4

Goal

Answer 4

Tell story of where trying to go
Rooted in mission/vision/strategy

Question 5

Objective

Answer 5

emerges from goal
specific statement in clear, measurable, realistic, time-bound terms
Answers “how will we know if and when we’ve gotten there”

Question 6

SMART Objectives

Answer 6

Specific
Measurable
Actionable
Relevant
Time-framed

Question 7

Outputs

Answer 7

measures distribution of and possible exposure to messages by stakeholders

Question 8

Outtakes

Answer 8

Measures whether targeted stakeholders actually received/paid attention to/understood/retained messages

Question 9

Outcomes

Answer 9

Measures establishment change or reinforcement in stakeholders’ opinions/ attitudes/behaviours based on messages

Question 10

Evaluation questions for communicators

Answer 10

how would I do it better next time now that I know what’s working and not TO did I reach the right people with the right message? TO how did stakeholders change TO did that change make a difference to organizational objective TO how would I do it better next time…

Question 11

ROI

Answer 11

financial metric that equals profit from investment only
doesn’t take other forms of profit/stakeholders into account
Communications work not always focused on directly impacting financials - usually a mix

Question 12

ROE (expectations)

Answer 12

evaluates performance of financial/non-financial variables (ie trust, relationships, reputation, credibility)
Moderator of ROI
“in stats - moderator is variable that strengthens/weakens the relationship b/w two other variables”
Stakeholder expectations on relationship influence financial outcomes