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Research Project Assignment: iPad Surveys, Interviews, and Focus Groups

Matthew J. Kushin, Ph.D.
Matthew J. Kushin, Ph.D.
Matthew J. Kushin, Ph.D.Department of Communication, Shepherd University: Professor, Scholar, Consultant

Research Project Assignment: iPad Surveys, Interviews, and Focus Groups

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Dr.	
  Kushin	
  
Shepherd	
  University,	
  Department	
  of	
  Communication	
  
You	
  are	
  free	
  to	
  modify	
  and	
  adapt	
  this	
  content	
  for	
  your	
  own	
  use	
  so	
  long	
  as	
  attribution	
  is	
  given.	
  
	
  
Project	
  #3:	
  Original	
  Research	
  –	
  Interviews,	
  Focus	
  Groups,	
  Surveys	
  
Comm	
  435:	
  Communication	
  Research	
  
Summary:	
  	
   Two	
  related	
  projects	
  
Proposal	
   %	
  of	
  total	
  grade:	
  7%	
  
Due:	
  see	
  syllabus	
  
Finished	
  Study	
   %	
  of	
  total	
  grade:	
  20%	
  
Due:	
  by	
  end	
  of	
  final	
  exam	
  time,	
  on	
  day	
  of	
  exam	
  (no	
  papers	
  will	
  be	
  accepted	
  late	
  
beyond	
  24	
  hours	
  for	
  any	
  reason)	
  
	
  
Purpose:	
  Design	
  and	
  execute	
  a	
  small-­‐scale	
  study	
  on	
  a	
  
subject	
  of	
  interest,	
  using	
  surveys	
  and	
  focus	
  groups/or	
  
interviews.	
  
This	
  study	
  focuses	
  more	
  on	
  the	
  methods	
  of	
  study	
  (your	
  
methods	
  section,	
  execution	
  of	
  research,	
  interpretation	
  
of	
  results),	
  and	
  less	
  on	
  the	
  “problem	
  overview”	
  and	
  
“secondary	
  research”)	
  
Notes:	
  Group	
  Assignment;	
  There	
  is	
  a	
  Group	
  Report	
  Card	
  
after	
  to	
  evaluate	
  your	
  participation	
  in	
  the	
  group.	
  
	
  
Things	
  You	
  Will	
  Learn:	
  
• Research	
  report	
  writing	
  
• Using	
  a	
  problem	
  statement,	
  campaign	
  objectives	
  to	
  
create	
  research	
  objective	
  and	
  RQs/hypotheses	
  
• How	
  to	
  conduct	
  surveys,	
  interviews,	
  focus	
  groups.	
  
• Creating	
  Surveys	
  in	
  XLS	
  using	
  FormHub	
  
• Introductory	
  level	
  analysis	
  of	
  data	
  using	
  SPSS	
  software	
  
• Interpreting	
  Data	
  
• 	
  
Deliverables:	
  
Attend	
  Prepared	
  for	
  Group	
  Meeting	
  (sign	
  up	
  in	
  class.	
  Dates	
  marked	
  on	
  syllabus	
  “required	
  group	
  meetings”)	
  
Failure	
  to	
  attend	
  w/o	
  university	
  absence	
  will	
  result	
  in	
  a	
  reduction	
  in	
  final	
  project	
  grade	
  for	
  individuals	
  who	
  miss.	
  
	
  
Part	
  1;	
  Proposal	
  –	
  upload	
  to	
  dropbox	
  
• Pick	
  subject	
  
• About	
  ½	
  page	
  
a. Write	
  your	
  Problem	
  Overview	
  &	
  Research	
  Objective	
  (I	
  understand	
  there	
  might	
  not	
  be	
  a	
  “problem”	
  in	
  
the	
  literal	
  sense,	
  it	
  may	
  be	
  a	
  subject	
  of	
  interest,	
  event,	
  etc.	
  You	
  are	
  not	
  running	
  a	
  campaign	
  –	
  so	
  leave	
  
out	
  campaign	
  objectives.	
  Tell	
  me	
  your	
  research	
  objective)	
  
• About	
  1-­‐1.5	
  pages:	
  (see	
  Handout	
  for	
  structure)	
  relying	
  on	
  external	
  research.	
  
a. Secondary	
  research	
  –	
  Answer:	
  Why	
  is	
  the	
  problem	
  a	
  problem?:	
  Provide	
  brief	
  background	
  on	
  subject	
  
of	
  study	
  (organization,	
  issue,	
  etc.),	
  and	
  any	
  needed	
  history/context.	
  Who	
  is	
  being	
  studied	
  and	
  how	
  do	
  
they	
  relate	
  to	
  the	
  “problem?”	
  What	
  are	
  you	
  planning	
  to	
  research	
  to	
  address	
  this	
  problem?	
  End	
  with	
  
RQs/hypotheses	
  
• References	
  
a. 3-­‐4	
  sources	
  needed	
  –	
  used	
  in	
  secondary	
  research.	
  
i. In	
  alphabetical	
  order.	
  
	
  
We	
  will	
  complete	
  measurements	
  in	
  class	
  on	
  an	
  assigned	
  date	
  (see	
  syllabus).	
  Then,	
  upload	
  to	
  Dropbox	
  
b. Design	
  Measurement	
  –	
  Use	
  or	
  modify	
  existing	
  measures,	
  or	
  design	
  new	
  measures	
  for	
  both	
  your	
  
survey	
  and	
  interview/focus	
  group.	
  
i. List	
  of	
  measures	
  you	
  can	
  use	
  is	
  under	
  “Measurement”	
  below	
  (though	
  you	
  may	
  develop	
  new	
  
measures,	
  or	
  pull	
  from	
  other	
  measures)	
  
1. Do	
  not	
  use	
  Rank	
  Order	
  Questions	
  in	
  your	
  survey;	
  the	
  software	
  we	
  use	
  isn’t	
  
compatible.	
  
ii. Refer	
  to	
  your	
  measures	
  handouts	
  for	
  guidelines.	
  See	
  “Data	
  collection	
  and	
  analysis	
  
requirements”	
  below	
  for	
  #	
  of	
  questions,	
  and	
  respondents.	
  
	
  
Do	
  not	
  begin	
  any	
  data	
  collection	
  until	
  you	
  have	
  my	
  approval	
  on	
  “Proposal	
  Feedback”	
  day	
  (see	
  syllabus);	
  However,	
  I	
  strongly	
  encourage	
  you	
  to	
  
begin	
  recruiting	
  subjects	
  for	
  interviews/focus	
  groups	
  as	
  soon	
  as	
  possible.	
  
	
  
Part	
  2:	
  Conduct	
  study	
  and	
  complete	
  data	
  analysis	
  and	
  write	
  up	
  (In	
  depth)	
  
Dr.	
  Kushin	
  
Shepherd	
  University,	
  Department	
  of	
  Communication	
  
You	
  are	
  free	
  to	
  modify	
  and	
  adapt	
  this	
  content	
  for	
  your	
  own	
  use	
  so	
  long	
  as	
  attribution	
  is	
  given.	
  
	
  
Fix	
  any	
  feedback	
  in	
  the	
  proposal,	
  and	
  attach	
  the	
  following	
  to	
  it:	
  
• Write	
  Methods	
  –	
  clearly	
  explain	
  your	
  sampling	
  procedure,	
  measurements,	
  data	
  collection	
  and	
  analysis,	
  as	
  
discussed	
  in	
  class.	
  (~1	
  page)	
  (See	
  Handout	
  for	
  structure	
  &	
  requirements)	
  
• Administer	
  &	
  Collect	
  data	
  –	
  both	
  via	
  survey	
  and	
  1	
  of	
  the	
  options:	
  interviews	
  or	
  focus	
  groups	
  (use	
  informed	
  
consent	
  –	
  on	
  Sakai)	
  
• Analyze	
  data	
  -­‐	
  	
  Survey	
  data	
  analyzed	
  via	
  SPSS	
  (We	
  will	
  do	
  basic	
  correlations	
  –	
  beyond	
  what	
  we	
  did	
  with	
  SPSS	
  
last	
  time.	
  I	
  will	
  demonstrate	
  in	
  class	
  [see	
  syllabus]	
  and	
  I	
  will	
  help	
  anyone	
  wanting	
  my	
  help)	
  
• Write	
  Results	
  and	
  Discussion	
  (length	
  as	
  needed)	
  (See	
  Handout	
  for	
  how	
  to	
  structure	
  &	
  requirements)	
  
	
  
Formatting:	
  
We’ll	
  use	
  APA	
  formatting	
  in	
  this	
  class.	
  Rely	
  on	
  the	
  “APA	
  Research	
  Paper	
  Template”	
  on	
  Sakai	
  when	
  writing	
  your	
  paper.	
  You	
  can	
  
type	
  directly	
  into	
  it.	
  
	
  
Overview	
  
For	
  your	
  final	
  project,	
  your	
  team	
  will	
  pick	
  a	
  topic	
  of	
  interest	
  related	
  to	
  1	
  of	
  the	
  5	
  key	
  PR	
  variables	
  discussed	
  by	
  
(Stacks,	
  2011):	
  Confidence,	
  credibility,	
  relationship,	
  reputation	
  (which	
  may	
  include	
  awareness),	
  trust.	
  If	
  there	
  are	
  
related	
  attitudes	
  or	
  if	
  there	
  are	
  behaviors	
  you	
  are	
  interested	
  in	
  studying,	
  please	
  talk	
  to	
  me.	
  I	
  am	
  flexible.	
  
	
  
Choose	
  an	
  event	
  such	
  as	
  a	
  speaker,	
  issue,	
  subject,	
  organization,	
  etc.,	
  to	
  do	
  your	
  project	
  on.	
  It	
  must	
  be	
  real	
  and	
  
timely	
  –	
  so	
  that	
  the	
  people	
  participating	
  in	
  your	
  study	
  will	
  be	
  familiar	
  with	
  the	
  topic.	
  
	
  
Examples:	
  
§ Trust	
  in	
  XYZ	
  company	
  following	
  news	
  that	
  their	
  CEO	
  embezzled	
  $500,000	
  
§ Reputation	
  of	
  Shepherdstown,	
  WV	
  in	
  the	
  county	
  
§ Confidence	
  in	
  the	
  reliability	
  of	
  university	
  Internet	
  
	
  
Because	
  this	
  study	
  will	
  not	
  undergo	
  IRB	
  (unless	
  you’d	
  like	
  to	
  apply	
  for	
  IRB):	
  
It	
  must	
  not	
  be	
  related	
  to	
  illegal,	
  immoral,	
  sex,	
  alcohol,	
  or	
  other	
  such	
  subjects.	
  
May	
  not	
  involve	
  vulnerable	
  populations	
  –	
  under	
  18,	
  pregnant,	
  elderly,	
  prison,	
  etc.	
  
The	
  project	
  results	
  CANNOT	
  be	
  shared	
  outside	
  of	
  class	
  
	
  
Measurements	
  
We	
  will	
  discuss	
  measurements	
  in	
  class.	
  Though	
  you	
  don’t	
  have	
  to	
  use	
  these,	
  some	
  measurements	
  for	
  studying	
  
relationships	
  include:	
  trust	
  (integrity,	
  competence,	
  dependability),	
  commitment,	
  satisfaction,	
  control	
  mutuality,	
  
communal	
  relationships,	
  exchange	
  relationships	
  
Measures	
  available	
  here:	
  
§ Qualitative	
  –	
  Appendix	
  1	
  of	
  “Measuring	
  what	
  Matters”	
  or	
  http://bit.ly/435_measurerelationship	
  (p.	
  4-­‐5)	
  
§ Quantitative	
  –-­‐	
  http://bit.ly/435_meas-­‐relationships	
  	
  (pp.	
  28-­‐30).	
  
	
  
Other	
  measurements:	
  http://bit.ly/435_othermeasures	
  	
  
	
  
	
  
Data	
  Collection	
  and	
  Analysis	
  Requirements	
  
What?	
  
• Conduct:	
  1	
  of	
  the	
  following	
  –	
  your	
  choice:	
  Interview	
  (4	
  interviewees),	
  Focus	
  Group	
  (1	
  focus	
  group,	
  with	
  3-­‐6	
  
people)	
  
• AND:	
  A	
  survey	
  (15	
  questions	
  minimum	
  including	
  5	
  max	
  demographic	
  questions.	
  18	
  respondents	
  minimum)	
  
• Your	
  survey	
  and	
  interviews/focus	
  groups	
  can	
  be	
  on	
  same	
  subject,	
  but	
  you	
  may	
  focus	
  those	
  questions	
  a	
  little	
  
differently	
  based	
  on	
  advantages	
  of	
  qualitative	
  and	
  quantitative	
  methods.	
  
Collection:	
  (use	
  informed	
  consent	
  –	
  on	
  Sakai)	
  
Again:	
  Do	
  not	
  begin	
  any	
  data	
  collection	
  until	
  you	
  have	
  my	
  approval	
  on	
  “Proposal	
  Feedback”	
  day	
  (see	
  syllabus);	
  However,	
  I	
  strongly	
  encourage	
  
you	
  to	
  begin	
  recruiting	
  subjects	
  for	
  interviews/focus	
  groups	
  as	
  soon	
  as	
  possible.	
  
• Interviews	
  –	
  in	
  person	
  or	
  phone/skype	
  (no	
  email	
  or	
  other	
  text-­‐based)	
  
Dr.	
  Kushin	
  
Shepherd	
  University,	
  Department	
  of	
  Communication	
  
You	
  are	
  free	
  to	
  modify	
  and	
  adapt	
  this	
  content	
  for	
  your	
  own	
  use	
  so	
  long	
  as	
  attribution	
  is	
  given.	
  
	
  
• Focus	
  Groups	
  –	
  In	
  person	
  or	
  via	
  a	
  G+	
  Hangout	
  where	
  all	
  are	
  present.	
  
• Surveys	
  –	
  Digital	
  Surveys	
  using	
  the	
  Web	
  and/or	
  Field	
  Collection	
  via	
  Tablet	
  Device	
  
Analysis:	
  
• Interviews	
  and	
  focus	
  groups	
  analyzed	
  using	
  qualitative	
  approach	
  discussed	
  in	
  class.	
  
• Survey	
  data	
  entered	
  into	
  Excel,	
  imported	
  into	
  SPSS,	
  and	
  basic	
  correlation	
  analysis	
  and	
  frequencies	
  will	
  be	
  
conducted	
  in	
  class.	
  

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Research Project Assignment: iPad Surveys, Interviews, and Focus Groups

  • 1. Dr.  Kushin   Shepherd  University,  Department  of  Communication   You  are  free  to  modify  and  adapt  this  content  for  your  own  use  so  long  as  attribution  is  given.     Project  #3:  Original  Research  –  Interviews,  Focus  Groups,  Surveys   Comm  435:  Communication  Research   Summary:     Two  related  projects   Proposal   %  of  total  grade:  7%   Due:  see  syllabus   Finished  Study   %  of  total  grade:  20%   Due:  by  end  of  final  exam  time,  on  day  of  exam  (no  papers  will  be  accepted  late   beyond  24  hours  for  any  reason)     Purpose:  Design  and  execute  a  small-­‐scale  study  on  a   subject  of  interest,  using  surveys  and  focus  groups/or   interviews.   This  study  focuses  more  on  the  methods  of  study  (your   methods  section,  execution  of  research,  interpretation   of  results),  and  less  on  the  “problem  overview”  and   “secondary  research”)   Notes:  Group  Assignment;  There  is  a  Group  Report  Card   after  to  evaluate  your  participation  in  the  group.     Things  You  Will  Learn:   • Research  report  writing   • Using  a  problem  statement,  campaign  objectives  to   create  research  objective  and  RQs/hypotheses   • How  to  conduct  surveys,  interviews,  focus  groups.   • Creating  Surveys  in  XLS  using  FormHub   • Introductory  level  analysis  of  data  using  SPSS  software   • Interpreting  Data   •   Deliverables:   Attend  Prepared  for  Group  Meeting  (sign  up  in  class.  Dates  marked  on  syllabus  “required  group  meetings”)   Failure  to  attend  w/o  university  absence  will  result  in  a  reduction  in  final  project  grade  for  individuals  who  miss.     Part  1;  Proposal  –  upload  to  dropbox   • Pick  subject   • About  ½  page   a. Write  your  Problem  Overview  &  Research  Objective  (I  understand  there  might  not  be  a  “problem”  in   the  literal  sense,  it  may  be  a  subject  of  interest,  event,  etc.  You  are  not  running  a  campaign  –  so  leave   out  campaign  objectives.  Tell  me  your  research  objective)   • About  1-­‐1.5  pages:  (see  Handout  for  structure)  relying  on  external  research.   a. Secondary  research  –  Answer:  Why  is  the  problem  a  problem?:  Provide  brief  background  on  subject   of  study  (organization,  issue,  etc.),  and  any  needed  history/context.  Who  is  being  studied  and  how  do   they  relate  to  the  “problem?”  What  are  you  planning  to  research  to  address  this  problem?  End  with   RQs/hypotheses   • References   a. 3-­‐4  sources  needed  –  used  in  secondary  research.   i. In  alphabetical  order.     We  will  complete  measurements  in  class  on  an  assigned  date  (see  syllabus).  Then,  upload  to  Dropbox   b. Design  Measurement  –  Use  or  modify  existing  measures,  or  design  new  measures  for  both  your   survey  and  interview/focus  group.   i. List  of  measures  you  can  use  is  under  “Measurement”  below  (though  you  may  develop  new   measures,  or  pull  from  other  measures)   1. Do  not  use  Rank  Order  Questions  in  your  survey;  the  software  we  use  isn’t   compatible.   ii. Refer  to  your  measures  handouts  for  guidelines.  See  “Data  collection  and  analysis   requirements”  below  for  #  of  questions,  and  respondents.     Do  not  begin  any  data  collection  until  you  have  my  approval  on  “Proposal  Feedback”  day  (see  syllabus);  However,  I  strongly  encourage  you  to   begin  recruiting  subjects  for  interviews/focus  groups  as  soon  as  possible.     Part  2:  Conduct  study  and  complete  data  analysis  and  write  up  (In  depth)  
  • 2. Dr.  Kushin   Shepherd  University,  Department  of  Communication   You  are  free  to  modify  and  adapt  this  content  for  your  own  use  so  long  as  attribution  is  given.     Fix  any  feedback  in  the  proposal,  and  attach  the  following  to  it:   • Write  Methods  –  clearly  explain  your  sampling  procedure,  measurements,  data  collection  and  analysis,  as   discussed  in  class.  (~1  page)  (See  Handout  for  structure  &  requirements)   • Administer  &  Collect  data  –  both  via  survey  and  1  of  the  options:  interviews  or  focus  groups  (use  informed   consent  –  on  Sakai)   • Analyze  data  -­‐    Survey  data  analyzed  via  SPSS  (We  will  do  basic  correlations  –  beyond  what  we  did  with  SPSS   last  time.  I  will  demonstrate  in  class  [see  syllabus]  and  I  will  help  anyone  wanting  my  help)   • Write  Results  and  Discussion  (length  as  needed)  (See  Handout  for  how  to  structure  &  requirements)     Formatting:   We’ll  use  APA  formatting  in  this  class.  Rely  on  the  “APA  Research  Paper  Template”  on  Sakai  when  writing  your  paper.  You  can   type  directly  into  it.     Overview   For  your  final  project,  your  team  will  pick  a  topic  of  interest  related  to  1  of  the  5  key  PR  variables  discussed  by   (Stacks,  2011):  Confidence,  credibility,  relationship,  reputation  (which  may  include  awareness),  trust.  If  there  are   related  attitudes  or  if  there  are  behaviors  you  are  interested  in  studying,  please  talk  to  me.  I  am  flexible.     Choose  an  event  such  as  a  speaker,  issue,  subject,  organization,  etc.,  to  do  your  project  on.  It  must  be  real  and   timely  –  so  that  the  people  participating  in  your  study  will  be  familiar  with  the  topic.     Examples:   § Trust  in  XYZ  company  following  news  that  their  CEO  embezzled  $500,000   § Reputation  of  Shepherdstown,  WV  in  the  county   § Confidence  in  the  reliability  of  university  Internet     Because  this  study  will  not  undergo  IRB  (unless  you’d  like  to  apply  for  IRB):   It  must  not  be  related  to  illegal,  immoral,  sex,  alcohol,  or  other  such  subjects.   May  not  involve  vulnerable  populations  –  under  18,  pregnant,  elderly,  prison,  etc.   The  project  results  CANNOT  be  shared  outside  of  class     Measurements   We  will  discuss  measurements  in  class.  Though  you  don’t  have  to  use  these,  some  measurements  for  studying   relationships  include:  trust  (integrity,  competence,  dependability),  commitment,  satisfaction,  control  mutuality,   communal  relationships,  exchange  relationships   Measures  available  here:   § Qualitative  –  Appendix  1  of  “Measuring  what  Matters”  or  http://bit.ly/435_measurerelationship  (p.  4-­‐5)   § Quantitative  –-­‐  http://bit.ly/435_meas-­‐relationships    (pp.  28-­‐30).     Other  measurements:  http://bit.ly/435_othermeasures         Data  Collection  and  Analysis  Requirements   What?   • Conduct:  1  of  the  following  –  your  choice:  Interview  (4  interviewees),  Focus  Group  (1  focus  group,  with  3-­‐6   people)   • AND:  A  survey  (15  questions  minimum  including  5  max  demographic  questions.  18  respondents  minimum)   • Your  survey  and  interviews/focus  groups  can  be  on  same  subject,  but  you  may  focus  those  questions  a  little   differently  based  on  advantages  of  qualitative  and  quantitative  methods.   Collection:  (use  informed  consent  –  on  Sakai)   Again:  Do  not  begin  any  data  collection  until  you  have  my  approval  on  “Proposal  Feedback”  day  (see  syllabus);  However,  I  strongly  encourage   you  to  begin  recruiting  subjects  for  interviews/focus  groups  as  soon  as  possible.   • Interviews  –  in  person  or  phone/skype  (no  email  or  other  text-­‐based)  
  • 3. Dr.  Kushin   Shepherd  University,  Department  of  Communication   You  are  free  to  modify  and  adapt  this  content  for  your  own  use  so  long  as  attribution  is  given.     • Focus  Groups  –  In  person  or  via  a  G+  Hangout  where  all  are  present.   • Surveys  –  Digital  Surveys  using  the  Web  and/or  Field  Collection  via  Tablet  Device   Analysis:   • Interviews  and  focus  groups  analyzed  using  qualitative  approach  discussed  in  class.   • Survey  data  entered  into  Excel,  imported  into  SPSS,  and  basic  correlation  analysis  and  frequencies  will  be   conducted  in  class.