COM CM 301 Chapter Notes - Chapter Wilcox Ch 5: Copy Testing, Quota Sampling, Randomness

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Edward J Downes

Document Summary

Wilcox 5: research: research is a form of careful listening. Quantitative research: scientific surveys and complex statistical tabulations. Primary research: new and original information generated with research to answer questions. Secondary (qualitative) research: uses existing information in books, databases, etc. casual and informal rather than scientific and precise, rich insights. Tables on 124: secondary research: analyzes data collected by someone else. Archival, library and online databases, the world wide web, Internet powerful research tool- search engines, profession specific social media, groups and blogs, members only discussion groups, monitoring software to track searches about source of things, google trends** Qualitative research: can describe what content analyses, focus groups, copy testing and ethnographic techniques produce and how they are done: content analysis: systematic and objective counting/ categorizing of information. Measures the amount of media coverage and content of coverage. Helps to see whether additional pr is needed. Learn about competitions strategies, strengths, and weaknesses. (news clips, broadcast time, etc) objective and systematic.