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Strengths - Attributes of the organization that are helpful to achieving the objective

Weaknesses - Attributes of the organization that are harmful to achieving the objective.

Opportunities - External conditions that are helpful to achieving the objective

Threats - External conditions that are harmful to achieving the objective

Cannot be used to statistically measure human behavior (qualitative research)

Individuals being interviewed are drawn at random form the universe but are too few to be statistically significant

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create a comfortable environment

ask long, open-ended questions

avoid technical terms

phrase the question in terms of "most people you know"

put it at the end of the interview

A 100% sample.

Identify everyone in your universe and everyone gets an opportunity to respond.

Especially useful with small well-defined populations. Universe is less than 300.

Scientific was of choosing a sample. The probability of being chosen is known or is equal.

A random sample is a good example.

A more informal selection of persons to be interviewed.

Advantages: sampling is easier and faster, can be considered to be representative of the total population

Drawback: Can't be projected to the universe

Convenience or accidental

In an elementary school, find 10 third graders, 10 fourth graders and 10 fifth graders. Any 10 of each kind.

Identify a specific number dimensions (married female technical workers). Any employee is acceptable if they meet those characteristics.

You may know only a few users of a certain type of computer but they know probably know others. Contact the first few and ask them for names of others. Continue until you find the sample you desire.

(Identify a sample that suits your purpose)

For the opinion of golfers, visit the 19th hole

Easy for the person to participate

Respondents can remain anonymous

Put questions in a sequence that will give responses for threatening topics

Answers can be quantified and analyzed quickly

You can pre-mail a product and follow up with a survey

Can be used in a variety of ways: in-person,written, telephone

People may not answer all of the questions

Respondents may not be of the universe you intended to sample

Hard to statistically analyze open-ended questions

Easy for people to give habitual responses

People don't return them

Costs for mailing and return gifts can be expensive

People won't write a lot

People can and do lie

Answers can be too broad

You can't test knowledge with surveys

Greater convenience for the respondent

Immediate electronic tabulation of results

Low cost

securing email addresses

low resonse rates due to spam filters

impersonal nature

ease of leaving the site with a mouse click

Personal Interviewing

It is also the most expensive and rarely used.

Telephone survey

Hold length to 5 to 10 minutes
Use professional callers if possible
It is possible to get nearly 100% response

Mail surveys

Rarely produce high response rates.

Mail to the right people
Use a cover letter
Send a postcard announcement before the survey to increase response rates
Do a follow-up mailing to increase response rates

Knowledgeable leaders and experts.

Generally takes the form of an open-ended discussion. Does not reflect the current views of followers. Often yields early warning signals on important issues.

Involves about 8 - 12 people.

Led by a moderator.

Explore how people will react to proposals and to gather information useful for developing questionnaires to be used in more formal research methods.

Unanticipated reactions may be the best reasons for using these methods.

Results cannot be used to make inferences to a larger population.

To reduce uncertainty in decision-making.

Research

Often as crises.

Useful for long-running programs and issues.

Can serve as a continuous feedback mechanism.

Their advise must be given earnest consideration.

This is an exploratory technique used to supplement more formal methods.

Someone who listens to the concerns of internal organizational publics. May also mediate disputes  and review organizational policies.

Because the method relies on people who seek out the opportunity to make their feelings and complaints known - a self-selected sample - it is an exploratory, informal approach.

Used to obtain instant feedback and monitor concerns and interests of various publics.

To be effective - it must be used with sincerity.

Periodic analysis of incoming mail.

Economical

Writers tend to be more critical than complimentary. Self-selected sample.

My serve as early warning signs. May indicate the need for more formal research.

Does not reflect a cross section of public opinion or even the views of a particular public.

District agents, field representatives, recruiters, etc. who live in and travel the territories served.  Should be trained to listen  and observe and be given an easy, regular means of reporting their observations.

Subjective.

May call for more thorough investigation.

Designed to gather data from scientifically representative samples.

Help answer questions about situations that simply cannot be answered adequately using informal approaches.

Useful only if the research question and objectives are determined before the research design is selected.

Makes it possible to make accurate statements about publics based on evidence drawn from statistically representative samples.

Reuses data gathered by someone else, often for other purposes

(Nielson, Gallup, major newspapers and tv stations, major universities, special interest publications, scholarly journals, online databases, etc.)

Systematic procedures for objectively determining what is being reported in the media.

Press clippings and broadcast monitor reports.

They indicate only what is being printed or broadcast, not what is read or heard. Does not measure whether or not the audiences learned or believed the message.

Systematic queries of subsets of the population under study.

Administered by mail, in person, via telephone, and online.

The adequacy of the administration method depends on the sampling procedures used, what questions are asked, and how the questions are asked.

Advantages - considerable savings of time and money, convenience for respondents because they determine when to answer the questions, greater assurance of anonymity, standardized wording, no interviewer bias, access to respondents not readily reached in person by interviewers, opportunity for respondents to gather information needed to complete the questionnaire. Quantitative data that is viewed as accurate.

Disadvantages - No control over who responds, low response rates are typical, unless all respond there is no assurance of an unbiased sample, no control over the conditions under which the questionnaire is completed,  no assurance that the intended respondent completed the questionnaire, lack of flexibility in how questions are asked if the respondents doesn't understand the questions, difficulties in getting and maintaining current mailing lists.

Advantages - gives researchers higher response rates compared to mail surveys,  greater flexibility in dealing with the respondents, more control over conditions in which the questions are asked, increased control over the order and completeness of questioning, opportunity to observe and record reactions not covered by the questionnaire.

Disadvantages - Relatively greater research costs, tendency of respondents to answer certain questions differently in the face of an interviewer, greater inconvenience imposed on respondents, less anonymity for respondents, the interviewers themselves can influence the information gathered

What's happening now?

Present tense, describing the current situation
Describes the situation in specific, measurable terms

What is the concern?
Where is this a problem?
When is it a problem?
Who is involved or affected?
How are they involved or affected?
Why is this a concern to the organization and its publics?

Unabridged collection of all this is known about the situation, its history, forces operating on it, and those involved or affected internally and externally.

Contains all the background information needed to expand upon and to illustrate in detail the meaning of a problem statement.

Conducted during the Research/Situation Analysis phase.

A systematic documentation of an organization's communication efforts for the purpose of understanding how it communicates with its publics.

Conducted during the Research/Situation Analysis phase.

Process of identifying who is involved and who is affected in a situation. What they know, how they feel, what they do that is related to the problem.

Strengths
Weaknesses
Opportunities
Threats

Problem and publics