COM 259 Lecture Notes - Lecture 7: Content Analysis
10 Apr 2016
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Document Summary
Research is the most powerful tool for the ield. Open systems approach has become an applied science. Hunches and gut feelings are not adequate. Strong link between research and a seat at the table. Plan starts with what is the problem? . Personal contacts, key informants, forums vs focus groups, online sources, ield reports, mail analysis, etc. Ambudsman = someone at a company who takes formal complaints. Staisical validity, gathered from scieniically representaive samples. Same survey 100 imes, you would get the same result minus the margin of error. Lower level of conidence; margin of error gets smaller. Most research is done at a 95% conidence level. 150-200 people gives you a good conidence level. Primary (research you do yourself) vs secondary (research someone else did) Online databases, content analysis, surveys (mail vs face-to-face) Can change/lead to a revised soluion to a problem. Ex: of 3,500 dog owners only 20% know the beneits of dog food.
