Lecture 10 / Chapter 10

Question 1

quantatitve research

Answer 1

numeric, random samples - goals = stats to generalize data to broader population

Question 2

quantitive characteristics

Answer 2

large population samples, seeks to generalize, provide breadth, answer what/where/when, closed-ending info, yield numeric data

Question 3

Quantitative methods

Answer 3

surveys, content analysis, field/lab experiments, data collection

Question 4

qualitative research

Answer 4

nonnumeric, textual/image based data - small samples for deep insights

Question 5

Qualitative characteristics

Answer 5

small samples, deep/rich insights, depth of knowledge, answer why/how, open-ended info

Question 6

Qualitative methods

Answer 6

interviews, focus groups, case studies, ethnographies, historical analyses

Question 7

Barcelona Principles

Answer 7

1. must set goals for comms plan/measurement/evaluation
2. measurement/evaluation should identify outputs/outcomes/impacts
3. Outcomes/impacts should be identified for everyone
4. both qualitative and quantitative analysis are needed - mixed methodology
5. AVEs are not values of comms
6. holistic measurement/evaluation of all online/offline channels
7. Root work in integrity/transparency for learning/insights

Question 8

Goals

Answer 8

tells story, where you’re trying to go - rooted in mission/vision/strategy driving where the organization is going

Question 9

objective

Answer 9

emerges from goal - specific statement in clear/measurable/time-bound turn - should answer “how will we know if and when we’ve gotten there”

Question 10

SMART

Answer 10

Specific, measurable, actionable, relevant, time-framed

Question 11

Outputs

Answer 11

measure distribution/exposure to messages by stakeholders

Question 12

Outtakes

Answer 12

measures whether stakeholders received/paid attention to/understood/retained messages

Question 13

Outcomes

Answer 13

measures establishment, change/reinforcement in stakeholders

Question 14

evaluation questions

Answer 14

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

Question 15

ROI

Answer 15

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

Question 16

Return on expectations

Answer 16

evaluates performance of financial/nonfinancial variables - moderator of ROI (moderator strengths/weakens relationship to other variables) - SH expectations on relationship influence financial outcomes

Question 17

propositions of fact

Answer 17

issues in which there are two or more sides with conflicting evidence

Question 18

propositions of values

Answer 18

issues involving the worth of some idea, person, or object