...3 Evaluation of Research as Quantitative… Pg 4 Evaluation of the Methodology… Pg 5 Explanation on how the researcher used this method… Pg 6 Comments on the contribution of the research… Pg 7 Conclusion… Pg 7 References… Pg 8 Introduction “Friction between Public Relations( PR) and advertising( marketing) comes from bad organizational alignment,” says Scott( Anonymous 66:3). This quote shows us there are many discrepancies between both fields. This quantitative study was conducted by Miss Margalit Toledano, from the “Management Communication Department” of The University of Waikato, New Zealand. By using questions compiled in the form of a survey, 39 New Zealand practitioners were tested. The research problem, questioned the influence of inter-profession challenges, by examining the differences between the PR and advertising industries (Toledano 230). This research problem is significant, because the results of the study showed that PR practitioners were not able to take advantage of the technology, such as social media, in an effort to leverage their professional status or improve their position within the company. This problem is made worse, through the reality that both PR and advertising are still looking for ways to benefit from social media, and both industries are still in the infancy stage of using social media. This research is important because “Social media promises to deliver big...
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...Comparison of 3 methodological approaches undertaken in 3 Research studies on Airline Industry Introduction In this research paper, methodological approaches of 3 different peer reviewed tourism journal articles from the journal “Tourism Management” have been compared. The first article is on the topic of changing gender representation in airline/aviation industry. This research study has identified the trends related to gender representation in airline industry have been discussed. In this article, the influence of different media such as contemporary electronic, celluloid and print has been discussed and the role of media in affecting life as well as career choices especially from the perspective of gender is conferred. According to the article, e-media imagery holds more power than ever before to influence life, especially career choices of a person. New generation especially now take their input from the imagery shown on the media in making their career decision and media has played an important role in helping women to gain more representation in careers that were previously dominant by the their male counterparts. According to the article, e-media imagery holds more power than ever before to influence life, especially career choices of a person. New generation especially now take their input from the imagery shown on the media in making their career decision and media has played an important role in helping women to gain more representation in careers that were...
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...regarding methods of collecting data using modern technology. The author’s suggestion was to use the newer methods “in conjunction with tried-and-true research methods” (Thomas, 2013). The reasoning is, “they just might help us identify fresh solutions to a range of marketing problems” (Thomas, 2013). Some of the technologies discussed within the article include video cameras, GPS, and near-field communication (NFC). According to the article, video cameras are a good way, for respondents to a survey, to record videos of different settings and events and submit them as part of their answers to the surveys. The article continues to suggest GPS can be used to plot “traffic patterns through shopping centers, neighborhoods and cities” (Thomas, 2013). The suggestion is also made that “surveys can be triggered at particular geographic points” using GPS (Thomas, 2013). A new concept introduced to me through this article is that of NFC. NFC is a system that permits radio communication between smartphones and other devices by bringing the devices together. A system currently in place that uses this technology is Google Wallet. Google Wallet is a method of replacing traditional credit cards. The author of the article explains that qualitative research benefits much from wireless devices such as smartphones and tablets. “Participants in qualitative projects can respond on the go or while visiting particular stores or geographical locations” (Thomas, 2013). All types of media can be transmitted...
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...KCB 301 Media Audience Assessment 1 – Take Home Exam Chosen Questions Part A: 1 Part B: 3, 5 Student Name: Fred Can Zhang Student Number: N7687079 Tutor’s Name: Nino Miletovic Word Count: 3116 Part A Question 1 Introduction Currently, the development of media industries have been significantly motivated by media convergence; globalization and competition. Therefore, how to change and improve to adapt challenges and opportunities which brought by new ages have become a core mission for many media producer and organizations. During these changing process, it is clearly to see that audience’s attitude and preference have always significantly influence industries’ strategies, the organizations who can make the good audience consideration usually can achieve a better performance. However, with the rapid development of new technologies, the audiences becoming elusive – hard to pin down; define; measure and manage. (Lecture Notes, 2015) It has indicated that to consider how can different research methodologies help or affect industries to describe and understand the audiences could be necessary. This essay will discuss 2 types (Quantitative and Qualitative) of methodology which used often to research on audience, to analysis their benefits and disadvantages; make the statements based on examples and give the conclusion. Quantitative survey Research Firstly, quantitative research is a common and useful methodology to research on audience, this methodology has...
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...content analysis method. There are many definitions of this research method from different authors. Most of the definitions include similar principles. The research should be systematical, objective, quantitative and replicable. Daniel Riff introduced in his book the major definition and compiled their aspects into his own. He says: “Quantitative content analysis is the systematic and replicable examination of symbols of communication, which have been assigned numeric values according to valid measurement rules, and the analysis of relationships involving those values using statistical methods, to describe the communication, draw inferences about its meaning, or infer from the communication...
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...carried out a marketing research for the campaign ‘Who Join Wins’. New customer is targeted as the campaign is to attract them to join and have the lucky draw. This research have 3 objectives: to evaluate the advertising, to ascertain the clarity of the key message and ease of understand on it, and to gauge whether the audience could felt a sense of ‘you’d be mad not to take apart’ or not. Air Miles has used 2 research methods to evaluate the effectiveness. First, eight focus groups have been formed, including 5 non-Air Miles collectors and 3 current passive Air Miles collectors. The purpose of the campaign was to increase the new customer and prompt passive customer to start collecting with another partner. Second, sample testing has been conducted. Eventually the whole research is failed as the selection on sample size is not representative and budget is restricted. Hence, Air Miles adjusted and conducted another marketing research. The new objective is to figure out whether the advertising could maximize the recall. Air Miles cut the research into 3 waves: before, during and after the campaign. It used face-to-face survey to test the representative samples by playing the advertisement using multi-media technology. The research outcome could help Air Miles to understand the awareness of consumer on the advertisement and the impact on future behavior of the consumer. By analyzing two researches, the first one is rather likely to be a qualitative research which uses to gain insight...
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...also be achieved by using different research techniques. Triangulated techniques are helpful for cross-checking and used to provide confirmation and completeness, which brings 'balance' between two or more different types of research. The purpose is to increase the credibility and validity of the results. Often this purpose in specific contexts is to obtain confirmation of findings through convergence of different perspectives. There are more benefits of using 'triangulation' for confirmatory purposes. The classical benefit depicted by various methodologists is the validation of qualitative results by quantitative studies. Not only that but also researchers use 'triangulation' for validating quantitative research instruments when the research phenomenon under investigation has little theoretical underpinnings. In quantitative approach, 'triangulation' for confirmatory purpose is normally applied to confirm if instruments were appropriate for measuring a concept. In addition to that, as a confirmatory approach, 'triangulation' can overcome challenges related to a single-method, single-observer and single-theory biasness and thus can be applied to confirm the research results and conclusions. Quantitative studies provide easily replicable data and statistically significant results that with good sampling techniques can be extended to describe a broader audience or the whole public at large (Benoit & Holbert, 2008). Qualitative research provides rich descriptions and allows...
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...Engineering and Environment Business Information Management Jonathan Bartlett W15023629 IS0629 Research Methods and Academic Communications Tutor: Honglei Li Assignment 2 Submission Date: Monday 4th January 2016 Word Count: 2,496 Research is a method of achieving new knowledge to improve practice and learning through the acquisition of facts. It is a scientific process which aims to prove a theory (Business Dictionary, 2015). Within research there are different types; the main two being quantitative research and qualitative research. In basic terms qualitative is exploratory research and quantitative is a way to quantify an answer (Wyse, 2011). This essay will provide explanations of differences between the two methods. This will be done through a discussion of methodologies for both qualitative and quantitative research. The essay will discuss characteristics of both types of research including examples of types of methods and data collection, and analysis techniques used in each. An example of a research design project will be included to identify the benefits and limitations of one type; the author of this assignment has chosen to demonstrate a quantitative method of research. Qualitative research will be explored first. Bauman and Greenberg (1992) explain how qualitative research is used to find out what people think. It is an effective was to gather opinions and can be used to get people to talk...
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...Communication Research Methods Worksheet Read the assigned articles from the Handbook of Media and Communications Research located in your Electronic Reserve Readings for Week One. Use these articles to answer the following questions about communication research: 1. Why is it important to be familiar with research about communication and the methods used to perform this research? The most common research methods are: literature searches, talking with people, focus groups, personal interviews, telephone surveys, mail surveys, email surveys, and internet surveys. It is important to know these methods because they allow you more options than, just interviewing people or talking to one person. It is also important to know how to research the topic you wish to research. When you have studied the best research methods, you will be able to provide the best information on the topic you choose. Knowing how to find good sources and bad sources is a great start! 2. What are two quantitative research methods used in communications research? Cause and comparative 3. What are two advantages and two disadvantages for each of the quantitative methods? Qualitative research involves studying phenomena in their natural habitat, rather than in a laboratory setting like quantitative research. Qualitative research obtains a holistic picture of the subject of study and this provides prosperous information and allows for personality differences to excel. It is almost impossible...
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...The research design is an overall plan for gaining answers for the research questions. Polit and Hungler (1999) describes the research design as some kind of an outline in conducting research in such a way that maximum control will be exercised over factors that could interfere with the validity of the research results. In this research, quantitative method is an appropriate method for this study and the study instruments will be survey or questionnaire. According to Wimmer and Dominick (2011) the quantitative research method refers as a research method that uses standardized questioning. Shuttleworth (2008) define quantitative research method is the standard experimental method of most scientific disciplines. The researcher had selected the...
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...Research Approaches Two research approaches I would consider to use in my research method would be Interviews and Document reviews. Both of these I feel would show excellent results and shine light on my topic. Granted realistically for this assignment conducting Interviews is not possible but ideally I believe interviews would provide the best information and answers. Since I am limited my best bet for this assignment will be the Document studies strategy. First I want to hit on the Interview approach. According to this week’s reading assignment, “Overview of Qualitative Methods and Analytic Techniques. Common Qualitative Methods”, There are two different types of interviews. There is a structured interview, in which a carefully worded questionnaire is administered and an in-depth interview, in which the interviewer does not follow a rigid form. I would choose an In-depth interview and if it was possible I would interview individuals that work at the US Open Source Center. Much like Kimberly Dozier did in her article “Social media a growing part of foreign intelligence”. This method would fit perfectly into my research strategy by allowing me to ask questions I have and receive answers from key individuals in the intelligence community that actually utilize the information online that individuals post and would be able to give me firsthand knowledge on the matter. Now obviously this scenario would be a perfect world where issues of classified information and having access...
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...Observable Methods of Research Case studies and other observable methods of research are designed around investigations that full describe a particular person's, group's or situation's particular and pertinent considerations, actions and reactions, for an extended period of time. Qualitative research that is used to look at individuals, a small group of participants, or a group as a whole naturally yield themselves to case studies. Researchers form case studies by collecting data about the subject or sub-subjects under scrutiny. They employ observations, personal dialogue, procedural etiquette, tests, inspection of records, and collection of writing samples. The reason for this essay is to describe how case studies, psychobiography, archival...
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...Key Perspectives * Traditional Advertising and Brand Promotion Research * Any research that helps in the development, execution or evaluation of advertising and promotion * A New Perspective * The Account Planning System * Greater research outsourcing * More naturalistic and socio-cultural methods Advertising and Promotion Research * Used to assist in determining marketsegments * Plays a key role in helping creatives understand the audience * Used to make go/no go ad decisions and when to pull ads * Used to evaluate agency performance Key Issues in Advertising and Promotion Research * Reliability: The research method produces consistent findings over time. * Validity: The information generated is relevant to the research questions being investigated. * Trustworthiness: Usually applied to qualitative data; does the data seem to make sense? * Meaningfulness: An assessment of limitations of the data. The Scope of Advertising and IBP Research * Developmental Advertising and IBP Research (before ads are made) * Copy Research (as ads are being finished) * Results-oriented Research (after the ads are running) Stage One: Developmental Advertising and IBP Research * Design Thinking: Advertisers and marketers think like designers. * Concept Testing: Designed to screen the quality of new ideas or concepts. * Audience Profiling: Creatives need to know as much as they can about the...
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...Name of method | Description of method | When method is used | Triangulation | Triangulation involves three people. It is the communication method in which one person does not communicate directly with another person. Although, both people communicate with the third person. | This method is used when one person is not able to communicate directly to another person. For example, it is used in case studies, when opinions of different people or groups need to be gathered. | Quantitative | Quantitative research is when one collects data through questionnaires of preference for types of television programs. The information is then analyzed to determine the mean preference scores for the given programs. | Quantitative research is widely used in psychology, economics, sociology, marketing, health & human development, gender and political science. | Qualitative | Qualitative research is mainly exploratory research. It provides insights into a problem or it helps to develop ideas. | It is used to gain an understanding of underlying reasons, opinions, and motivations. It also used when looking deeper into a problem | Surveys | Surveys are useful in identifying the truth. Through surveys, issues can be addressed more efficiently. Data is collected through a large amount of people when using surveys. | Surveys are useful when identifying needs and wants of stakeholders in an organization, for developing strategies, and collecting large amounts of data. | Experimentation...
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...Unit 3: Research Techniques for the Creative Media Industries Assignment 2: Undertake and Present Research EN Games are Games Company specialising in 2D games. The company want to develop a new 2D game. They have asked you to research the 2D games market to find a gap in the market they can exploit. The results of your research will be used to determine the genre and theme of the new game they will develop. Tasks | Grading Criteria and Information | Met | Task 1 a) Identify the objectives of your research. b) Devise a research strategy carefully choosing a range of relevant primary and secondary research techniques to meet your research objectives. Task 2 a) Create a questionnaire on Surveymonkey.com b) Ask people to complete the online questionnaire. Task 3 Methodically carry out other primary and secondary research and complete a Research Log of your activities Hand in: Research log, Research including questionnaire | P2 apply research methods and techniques with some assistance.M2 apply research methods and techniques competently with only occasional assistance.D2 apply research methods and techniques to near professional standards working independently to professional expectations. | | Task 4 a) Analyse your research. b) Produce a report documenting your findings and make recommendations to EN Games. c) Produce a PowerPoint Presentation.Hand in: Report and PPT presentation | P3 present results of researchM3 present results of...
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