JOUR 201 Lecture Notes - Lecture 11: Nielsen Ratings, Content Analysis
17 Oct 2016
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Common research methods: qualitative: more interpretive, less counting, focus groups. Interviews: quantitative: more analytical, surveys, content analysis, experimental research (field vs. lab) Some campaign planning terms: goals: brand, general desired outcomes, objective: specific, measurable indicators, strategy: method for achieving outcomes, tactic: specific tools/vehicles/components. Informational: build awareness; educate public: attitudinal: modify the way people feel, or reinforce/reverse attitudes, behavioral: creating new or changing old behaviors(voting) Message design and implementation: auditing: understand what messages are already out there and what works, mapping: identify and work with stakeholders to design key messages; build message map. Aspects of implementation: resources: identify people, facilities, supplies, etc; needed to make the campaign/programming happen, budget: typically defined/constrained by the organization (especially for nonprofits, government, timeline- detailed plan for implementation, including dates (olympics) Keys to successful implementation: champions or opinion leaders: influential people who will advocate for campaign/program. Issue identification: challenges or hurdles (circumstances or people) that should be considered.
