APRD research exam 1

  • Scholarly research 

    • Systematic objective and conducted with great care 

    • Peer reviewed article 

  • Everyday research 

    • Anecdotal experiential, and non-systematic.

      • For instance, when you ask your friends for restaurant recommendations or search online for quick answers, you’re conducting everyday research.

  • Research in Strategic Communication

    • The systematic gathering of information in a scientific and objective manner to help answer qs 

  • Truth: is generally understood as the quality or state of being in accordance with reality or fact.

    • Philosophical Definition: Truth is what corresponds to reality or facts, often described as an objective and absolute concept.

    • Everyday Definition: Truth is what is believed to be accurate or honest in a specific context, though this can be subjective

      • Ice melts turns into water 

  • Knowledge

    • facts, information, and skills acquired by a person through experience or education; the theoretical or practical understanding of a subject.

      • "I know when ice melts, it turns into water because I learned it in school and verified it through observation.”

  • Market:

    • “An area or arena in which commercial dealings are conducted.

    •  ”A meeting together of people for the purpose of trade by private purchase and sale and usually not by auction”

    • “An opportunity for selling” [Merriam-Webster Dictionary]

  • Market research: pertains to the customers; consumers, organizations, and other entities that shape or otherwise influence commercial and relate outcomes of interest.

    • “An organized and systematic effort to gather information about customers or markets” 

    • “An effort to gather information about customers or markets” 

  • Insights:

    • “Information that enables a company to determine WHY their customers behave. It is the ‘WHY’ of customers and brands” 

    •  “An interpretation used by businesses to gain a deeper understanding of how their audience thinks and feels”

  • Market research tells us what Insights tell us why

  • “Insights”

    •  refer to a deep understanding or awareness gained about a specific topic, situation, or phenomenon. Insights often emerge from analyzing data, experiences, or observations and provide meaningful conclusions that can guide decisions or actions. They are particularly valuable because they go beyond surface-level knowledge, helping to answer complex questions.

  • Customer 

    •  Buys the product 

  • Consumer 

    • Uses the product 

  • Research question

    • need scientific methods or empirical

    • data, which can be gathered through quantitative approaches. These methods ensure the findings are objective, systematic, and credible.

  • Everyday question

    • Everyday questions are casual, general, or practical inquiries that arise in daily life.They typically aim to solve immediate or practical problems, satisfy curiosity, or make decisions. Unlike research questions, they are less formal, less structured, and do not require systematic investigation

    • rely on subjective experiences, personal opinions, or informal advice from others. These answers are typically based on intuition, prior knowledge, or anecdotal evidence rather than systematic investigation.

  • Research questions require scientific methods (quantitative or qualitative) and systematic investigation, often documented for academic or professional Purposes. | Everyday questions rely on subjective experience or informal input and are typically answered quickly without formal methods.

  • Primary Research – 

    • Conducted directly by a researcher to collect original data –> Research you conduct yourself

    • the collection of new, first-hand data for a specific purpose. It is tailored to address a particular question or problem that has not been answered by existing data

    • Ex: experiments/ focus group interview FGI

      • Experiments 

        • Advantages:Provides strong evidence for causal relationships., Allows control over external factors.

        • Disadvantages: Requires significant resources., Artificial settings may not fully reflect real-world behavior

      • FGI

        • Advantages:Allows researchers to observe group dynamics and social interactions, Useful for understanding consumer preferences and attitudes.

        • Disadvantages:Risk of groupthink, where participants influence each other’s responses, Managing dominant voices in the discussion can be challenging.

    • Pros: 

      • Highly specific to research needs, Provides original, up-to-date data,  Greater control over data collection and analysis

    • Cons 

      • Time-consuming and expensive, Requires expertise in designing research instruments, Can be influenced by biases in data collection and interpretation.

  • Secondary Research 

    • Involves analyzing pre-existing data collected by others –> Research conducted by others

    • Secondary research involves using existing data that was previously collected by other researchers, organizations, or institutions.