CMN 2101 Lecture 7: 7. November 13-guest speaker-consumer research

• School: University of Ottawa
• Department: Communication
• Course: CMN 2101
• Professor: Mohammed El Hashash

Document Summary

Guest speaker: doug anderson market research / public opinion specialist. Doug"s role: to deter(cid:373)i(cid:374)e (cid:449)h(cid:455) (cid:272)o(cid:374)su(cid:373)ers feel a (cid:272)ertai(cid:374) (cid:449)a(cid:455) / (cid:271)eha(cid:448)iour. Spss learn in 2nd year practical & useful tool used in the field. Strategic research different from tactical looks for programs participants to determine why they are or are(cid:374)"t participating in certain programs, then producing advertising/social outreach (tactical) to reach the public. Online ex: ab testing testing 2 things that are almost identical but change one aspect of it. Quantitative: in general - gives empirical proven sets of results (more news airtime exposure) Qualitative: in general - focus groups, one-on-one interviews, can be done online (i. e. (cid:862)re(cid:272)olle(cid:272)ti(cid:448)e(cid:863) tool used for online focus groups) however not as intensive/immersive as traditional focus groups due to things that can be detected in-person. In wake of tru(cid:373)p"s preside(cid:374)(cid:272)(cid:455) po resear(cid:272)hers (cid:272)urre(cid:374)tl(cid:455) fo(cid:272)usi(cid:374)g o(cid:374) ho(cid:449) people per(cid:272)ei(cid:448)e politi(cid:272)s regardless of truth validity. Allen greg pio(cid:374)eers of po resear(cid:272)h i(cid:374) ca(cid:374)ada.