MDIA2006 Lecture Notes - Lecture 2: University Of New South Wales, Qualitative Property, Data Analysis
Document Summary
Getting the data: the importance of research: assessment one. Appreciating and understanding different research methods and their application. Hard and soft data, engaging both data in the assessment to uncover insights. Translating research findings into a strategy: definitions. The controlled, objective and systemic gathering of information for the purpose of describing and understanding. Validity- occurs when research measure what it purports to measure. Reliability- achieved when very similar results are obtained via a range of research instruments. + your research methods must be suitable to the situation: other reasons to research. To monitor (eg, the competition); to achieve closer scrutiny. To reduce risk eg, test messages. Triangulation: mix of qualitive and quantitative data. To drive more responsive and successful creative and strategic outcomes. To offer more meaningful messages through more appropriate media. To prevent issues from developing into crises. To assess success: the main benefit of good research.
