4 : Key Research Methods Used In Communication Planning

What research method involves a guided group discussion?

Focus Group

What is the main goal of quantitative research?

Collect numerical data

What identifies the people a message is intended for?

Target Audience

What are the two types of observation?

Participant and non-participant

Which tool uses questions like “1 = Strongly Disagree” to “5 = Strongly Agree”?

Likert Scale

What research uses existing information from reports, articles, and studies?

Secondary Research

What is one advantage of qualitative research?

In-depth insights

What research method systematically examines communication content to identify patterns, themes, and messages?

Content Analysis

How many participants are usually in a Focus Group Discussion?

6-10 participants

What research collects new information directly from respondents?

Primary Research

What is the independent variable when testing if ad layout changes sales?

Ad Layout

What research examines communication, interactions, and behaviors in online and social media environments?

Digital/ Social Media Research

What is a major advantage of surveys?

Large-scale data

What involves analyzing social media data such as views, likes, comments, shares, reach, and engagement?

Social Media Analytics

What determines whether a communication plan was successful?

Evaluation

It is the process of using research results to improve and guide a communication campaign.

Application of Research FIndings

What type of samples does qualitative research use?

Small / Purposive Samples

What comes after audience insights in the communication planning process?

Strategy

If a campaign is created based on information gathered from the target audience, what kind of decision-making is being used?

Evidence-based decision-making

What type of research relies on structured instruments like closed-ended surveys to measure variables across large populations?

Quantitative research