Lecture 10 / Chapter 10 Flashcards
quantatitve research
numeric, random samples - goals = stats to generalize data to broader population
quantitive characteristics
large population samples, seeks to generalize, provide breadth, answer what/where/when, closed-ending info, yield numeric data
Quantitative methods
surveys, content analysis, field/lab experiments, data collection
qualitative research
nonnumeric, textual/image based data - small samples for deep insights
Qualitative characteristics
small samples, deep/rich insights, depth of knowledge, answer why/how, open-ended info
Qualitative methods
interviews, focus groups, case studies, ethnographies, historical analyses
Barcelona Principles
- must set goals for comms plan/measurement/evaluation
- measurement/evaluation should identify outputs/outcomes/impacts
- Outcomes/impacts should be identified for everyone
- both qualitative and quantitative analysis are needed - mixed methodology
- AVEs are not values of comms
- holistic measurement/evaluation of all online/offline channels
- Root work in integrity/transparency for learning/insights
Goals
tells story, where you’re trying to go - rooted in mission/vision/strategy driving where the organization is going
objective
emerges from goal - specific statement in clear/measurable/time-bound turn - should answer “how will we know if and when we’ve gotten there”
SMART
Specific, measurable, actionable, relevant, time-framed
Outputs
measure distribution/exposure to messages by stakeholders
Outtakes
measures whether stakeholders received/paid attention to/understood/retained messages
Outcomes
measures establishment, change/reinforcement in stakeholders
evaluation questions
Did I reach SH w message I wanted to convey - how did SH change - did the change make a difference to the organization objective - what would I do differently – BACK TO THE BEGINNING ITS A CIRCLE
ROI
Return on investment - financial metric that equals profit from investment only - doesn’t take other profits/SH into account - comms work not always focus on directly impacting financials, usually a mix
Return on expectations
evaluates performance of financial/nonfinancial variables - moderator of ROI (moderator strengths/weakens relationship to other variables) - SH expectations on relationship influence financial outcomes
propositions of fact
issues in which there are two or more sides with conflicting evidence
propositions of values
issues involving the worth of some idea, person, or object
