ADV 310 Week 8 Notes
ADV 310 Week 8 Notes Adv 310
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This 2 page Class Notes was uploaded by natalie stephan on Friday October 14, 2016. The Class Notes belongs to Adv 310 at University of Illinois at Urbana-Champaign taught by Mike Yao in Fall 2016. Since its upload, it has received 9 views.
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Date Created: 10/14/16
ADV 310 Week 8 Group project discussed Secondary vs Primary research Secondary research Research that uses existing data collected by someone else to answer a question you are interested in Contrast to data you collect Examples: PR Web Relying on data that’s already complied and organized. Examples of secondary research include: o Reports o Studies by the government o Trade agencies Benefits of secondary research: o Data is already collected Primary research You collect you own data Benefit: o Data directly suits your needs o Control and rigor Disadvantage o Expensive o Required training o Results are not immediately available Qualitative vs. Quantitative research Qualitative Research research that attempts to understand how an individual experiences or interprets a situation Data usually gathered via observation, interviews, verbal interactions Research is present, often making the observation, interpretations Qualitative Research Benefits: o Easy to collect data o Data is rich with lots of details o More bottom up approach, let data lead to conclusions Disadvantage: o Difficult to interpret o Takes time o Sample size often small, harder to generalize Frequently used methods: o Ethnography o In depth interviews o Focus groups o Open ended questions on surveys Quantitative Research Research that examines situations, events and or phenomena through numerical representation Statistical analysis being part of interpretation Things we use number to measure o Attitudes o Beliefs o Intentions o Behaviors Commonly used quantitative research in PR/ADV o Surveys/polls o Experiments o Content analysis Benefits Disadvantages Trends in PR marketing research
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