Research and Measurement - Research and Evaluation

10 important questions on Research and Measurement - Research and Evaluation

What is Quantitative research?

  • Discrete data (numbers and ratings)
  • Structured measurement among large group
  • Used when measured aspects are known

What is a Focus group?

  • Group discussion, lead by researcher
  • Qualitative

What are the 5 steps for research and evaluation?

  1. Audit
  2. Objectives
  3. Planning and execution
  4. Measurement and evaluation
  5. Assessment overall results
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What is step 2, objectives?

Setting objectives, follows audit and in line with organisations general aims

What is step 3, Planning and execution?

  • Deciding the design and executing of campaign
  • Continuous measurement and real time adjustments

What is step 4, Measurement and evaluation?

  • Are the desired results received?
  • Campaign needs adjusting?

What is step 5, Assessment overall results?

Post campaign, identifying potential issues/learning points

What can we see with reputational research?

  • Are the values of the company salient in the minds of stakeholders?
  • If not, redefine strategies
  • Feedback from reputational research is important in developing and refining corporate identity strategies

What methods do you use for reputational research?

  • publicity syndicated rankings (financial performance, product quality, employee treatment)
  • Ranking by reputational survey of independent organisations

What are the disadvantages of reputational research?

  • Fails to account for views of multiple stakeholders
  • Mainly focussed on firms' financial performance

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