Research in Strategic Communication

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Research in Strategic Communication by Mind Map: Research in Strategic Communication

1. Strategic Communication Models

1.1. RACE

1.1.1. Process Research Situational Analysis Research Action Who Overall action & Communication Plan Communication Executuion Messgae Best Media Evaluation Proof Goal Audience Effect of Campaign

1.2. ROPE

1.2.1. Process Research Client or Organization Objective Work Produced Programming Theme Action Effective Communication Evaluation Proof Goal Effect on Campaign

1.3. RPIE

1.3.1. Process Research Audience Planning Methods Implementation Decision or Plan Evaluation Proof goal

2. Human Inquiry

2.1. Purpose

2.1.1. Research Research Methods Scientific Method Scientific Research Types of Research Learning Knowing Research Procedures Select a problem Review existing Research Make hypothesis Research design / Methodology Collect data Analyze/ interprete Present results Replicate

2.1.2. An attempt to discover Something

3. Elements of research

3.1. Unit of Analysis

3.1.1. major entity

3.2. Concept

3.2.1. Abstract idea

3.3. Construct

3.3.1. A combination of concepts

3.4. Operational definition

3.4.1. patterns of behavior --> experience or measure

3.5. Variable

3.5.1. empirical counterpart construct or concept Types of Variables Independent variable Dependent variable Control variable

3.6. Measurement

3.6.1. Assigning numerals to objects, events certain rules Four types of Measurement

3.6.2. Reliability repeatedly - same results

3.6.3. Internal consistency consistency of performance

3.6.4. Validity Accuracy Internal validity expected conditions not confounding external validity generalization

4. Ethical research principles

4.1. Autonomy

4.1.1. respect rights ,values,decisions

4.2. Non-maleficence

4.2.1. wrong to intentionally harm

4.3. Beneficence

4.3.1. benefit no harm

4.4. Justice

4.4.1. equality

4.5. Informed consent

4.5.1. asking for permission

4.6. Concealment

4.6.1. Withholding certain info

4.6.2. Deception providing false info

4.6.3. Institutional review board IRB protection of human subject

4.7. debriefing

4.7.1. explanation of the experiment

4.8. Online research

4.8.1. Passive research social media platforms

4.8.2. Active research surveys , focus groups

5. Sampling

5.1. selecting units form population

5.1.1. population total set of subjects,objects,values Census examine every member of population

5.2. Sample

5.2.1. subset of population represented

5.3. Types of Errors

5.3.1. Measurement errors difference actual value and value obtained

5.3.2. Sampling errors data and population data differences

5.4. Generalization

5.4.1. findings and conclusions

5.5. types of samples

5.5.1. Probability sample mathematical rule equal chance of being selected Simple random sample each unit has equal chance being selected Systematic random sample picking every nth name Quota sampling meet a predetermined or known characteristics Cluster sampling based on geographic location

5.5.2. Non-probability sample no guidelines volunteer sample Convenience sample readily accessible subjects Purposive sample selected based on characteristics or qualities Volunteer sample participants volunteer Snowball sample getting people you know to be sampled Quota sample predetermined or known characteristics

5.6. Focus groups

5.6.1. 6-12 member interviews

5.6.2. Procedures define problem select sample determine number of groups prepare conduct analyze report

5.7. survey `

5.7.1. procedure involving asking questions

5.7.2. Descriptive Survey describe or document current conditions

5.7.3. Analytical Survey explain why situations exist Inferential statistics Chi-square t-test, ANOVA Correlation

5.7.4. procedures select a proble literature review form hypothesis method collect data analyze data report findings replicate

5.7.5. Dichotomous questions only two answers

5.7.6. Multiple choice three or more answers

6. Literature review steps

6.1. Search terms

6.2. Database search tools

6.3. Key publications:

6.4. Web search tools:

6.5. Scanning

6.6. Reading

6.7. thematic organization:

6.8. writing the review:

6.9. Swot Analysis

6.9.1. Internal analysis strengths positive attributes Weaknesses negative attributes

6.9.2. external analysis oppertunities contribute to success threats no control over

6.10. Types of Public

6.10.1. Latent public's face similar problem can't detect

6.10.2. Aware public's aware of problem

6.10.3. Active public's resolve problem

6.10.4. Non-public

7. Research analytics

7.1. big data

7.1.1. growth of information

7.2. Audience Analysis

7.3. Competitor Analysis

7.4. Environment Analysis

7.5. Develop plan

7.6. google analytics

7.6.1. seo optimization

8. Experiment

8.1. Causality

8.1.1. The relationship between cause and effect

8.2. Three major pairs of components in the classical experiment

8.2.1. 1. Independent and dependent variables

8.2.2. 2. Pre-testing and post-testing

8.2.3. 3. Experimental and control groups

8.3. Placebo Effect

8.3.1. The need for control groups in experimentation

8.3.2. Placebo “drug” with no relevant effect

9. Quantitative data analysis

9.1. Descriptive statistics

9.1.1. describe, show, summarize Frequencies mean, mode, median & Crosstab

9.2. Inferential statistics

9.2.1. make generalizations about the populations Chi-Square purpose T-test purpose ANOVA purpose Correlation purpose

9.3. SPSS

9.3.1. Statistical Package for the Social Sciences (SPSS)