COMM 004 Lecture 20: Comm 4 (Interpersonal Communication) - Lec 20

• School: College of The Sequoias
• Department: Communication (COMM)
• Course: COMM 004
• Professor: Tom

Document Summary

Define primary research, and outline the steps involved in conducting surveys and interviews. If secondary research can"t provide the information and insights needed, the next choice is to gather the information yourself with primary research. The two most common primary research methods are surveys and interviews. Surveys can provide invaluable insights on a wide variety of business topics, but they are useful only when they"re reliable and valid. A survey is reliable if it produces identical results when repeated. A survey is valid if it measures what it"s intended to measure. To conduct a survey that generates reliable and valid results, choose research participants carefully and develop an effective set of questions. When selecting the participants, the most critical task is getting a representative sample of the population in question. To develop an effective survey questionnaire, start with the information gaps identified earlier and then break these points into specific questions.