Gut instinct doesn't cut it. Feeling works for romance novels. Your hunches and guesstimates carry zero weight. Only solid data earns a seat at the boardroom table. How would you like your research prepared? Qualitative, quantitative or mixed method? Primary or secondary? Basic or applied? There are so many choices. What is the best way to proceed?

1. ““In God We Trust; All Others BringIn God We Trust; All Others Bring
Data.” – William Edward DemingData.” – William Edward Deming

2. Message-Candidate-CampaignMessage-Candidate-Campaign

3. Why Research?Why Research?
• “The main point is to use science to back it
up, not just your gut.” – Molly Gort, NHL
social media manager
• Research is #2 on the list of skills prospective
employers want entering public relations and
advertising professionals to have…
• #1 is effective and persuasive writing

4. A Seat at the Table?A Seat at the Table?
• Business, Non-Profit Political Leaders are
Demanding Data in our 24/7/365 Digital World
• Instinct, Hunches and Guesstimates Have Little
Credibility
• Need to Achieve Credibility with Management

5. Communications ChoreographyCommunications Choreography
• Research
• Planning
• Communication
• Measurement

6. Why is Research So Important?Why is Research So Important?
• To Be Strategic (Best Use of Limited
Resources)
• Target the Right Audiences
• Get More Bang for Your Buck
–Avg. Cost of Super Bowl Ad; $3.8
million
• Use the Right Communication Channels
• Build and Safeguard Reputations

7. ““The Next Big Thing is Already Here”The Next Big Thing is Already Here”
• Generating Favorable Publicity/Ads
– Earned Media
– Paid Media
• Monitoring the Competition
• Preventing Crisis/Avoid Incorrect Decisions
• Measuring Success

8. Qualitative vs. QuantitativeQualitative vs. Quantitative
• Qualitative – Soft; To Describe
– Focus Groups
– In-Depth Interviews (Coded)
– Ethnographic Research (e.g., Taylor’s)
• Quantitative – Hard; To Measure
– Telephone Surveys
– Internet Surveys
– Intercept Surveys
– Piggyback Surveys

9. Primary and Secondary ResearchPrimary and Secondary Research
• Primary – New and Original Descriptions
and Measurements
• Secondary – Review of Existing Literature
and Data Bases

10. Corporate vs. Government ResearchCorporate vs. Government Research
• Applied Research – Existing Knowledge for
Specific Purpose
• Basic Research – To Expand Human
Knowledge
• Predictive Research – Weigh Changes (e.g.
economy)

11. Campaign Research/1982-1986Campaign Research/1982-1986
• Moderated Focus Groups to Test Political Ads
(Qualitative)
• Conducted Statewide Surveys to Measure the
Effectiveness of the Ads (Quantitative)
• Surveyed on a Daily Basis to Measure Day-to-
Day Movements in Voter Sentiments (Rolling
Tracking; Quantitative)
• We WON! We WON!

12. Quick DefinitionsQuick Definitions
• Subject: Person, Object, Practice or
Process Being Observed
• Variable: What Can Change in Research
–Independent Variable (e.g. Advertising)
–Dependent Variable (e.g. Customer
Response as a result of Advertising)
–Intervening Variable (e.g. Reduced
Public Relations budget)

13. And More…And More…
• Hypotheses What You Expect to Happen
• Null Hypotheses What Happens That
You Don’t Expect
• Sample A portion of the population being
studied

14. It All Starts with Research; AndIt All Starts with Research; And
Ends with EvaluationEnds with Evaluation
RACE ModelRACE Model
• Research
• Action Planning
• Communications
• Evaluation
ROSTE Model
• Research
• Objectives
• Strategies
• Tactics
• Evaluation

15. 10-Step Strategic10-Step Strategic
Communication Planning MatrixCommunication Planning Matrix
• 1. Background: Synthesis of
primary/secondary research
• 2. Situation Analysis: Current State of
Affairs; Challenge
• 3. Core Problem; Opportunity

16. Action Planning/Action Planning/
Strategies/TacticsStrategies/Tactics
• 4. Goals and Objectives
• 5. Messages
• 6. Strategies/Tactics

17. Calendar and BudgetCalendar and Budget
• 7. Calendar7. Calendar
• 8. Budget8. Budget

18. 9. Communication Confirmation9. Communication Confirmation
Table/10. EvaluationTable/10. Evaluation
– Key Public
– Self Interest
– Primary Messages
– Influentials
– Objectives
– Strategies
– Tactics
10. Evaluation Criteria