The consumer insights handbook : unlocking audience research methods /: unlocking audience research methods. (2021)

• Record Type: Book
• Further Information: Note: Danielle Sarver Coombs.
• Authors: Coombs, Danielle Sarver
• Contents: <span style="font-weight:bold;">Revised to Reflect the Reviewer Feedback ; <span style="font-weight:bold;font-style:italic;">Part I: Preparation ; <span style="font-style:italic;">Chapter 1: Introduction and Semester Overview ; This chapter orients students to the world of consumer insights research, offering important context to why this is important to learn, why this textbook was written, and connecting both of these to the field of applied consumer insights research. This will include basic information on how the ways we see the world influences our approaches to research, as well as more context for how multi-phase research is done in the field. ; ; Because students often do not realize how robust the field is for consumer insights researchers, this chapter also will highlight the career paths available. Within this structure, readers will learn about how teams work and learn some best practices for organizing and working with teams, based on specific feedback and suggestions from practitioners. This chapter will also address how media and strategic communication practitioners engage with research in their own positions, even if they are not specialized in the field. Finally, the differences between in-house, agency, and research boutiques—including titles, responsibilities, and reporting chains—are examined. ; ; The chapter will conclude with an overview of how the book is structured and how to best maximize value over the course of the semester. This is designed to help students draw connections to and plan for their own semester-long experiences, including tips on finding a client, managing expectations, recruiting and conducting research, final presentations, etc. ; ; <span style="font-style:italic;">Chapter 2: Working with your Client ; This chapter focuses on all of the pieces that go into ensuring your client (whether an external partner or internal team) and you are on the same page. This will include responding to requests for proposals (RFPs), helping understand and assess needs, establishing and working with budgets, understanding business objectives and research objectives (and how they are linked), and developing actionable research questions. ; ; <span style="font-style:italic;">Chapter 3: Secondary Analysis ; Projects often should start with a secondary analysis of available information, whether from public or private sources. In this chapters, students will learn about a range of tools that they can access (U.S. Census, publicly available datasets) as well as strategies for conducting assessments of media coverage and in-house materials. ; ; <span style="font-style:italic;">Chapter 4: Ethics ; Perhaps the most important chapter in the entire book, this chapter explores the ethics of human subject research. Examples of past failures will be explored and best practices will be introduced and explained, including brief discussions of new and emerging privacy laws and controversies over collection and use of data from vulnerable populations (such as children). As is the case throughout the book, this will have an explicitly applied focus, looking at situations that might come up when conducting consumer insights research and encouraging students to think through how to deal with them. ; ; <span style="font-weight:bold;font-style:italic;">Part II: Qualitative Research ; <span style="font-style:italic;">Chapter 5: Research Design and Considerations ; In this chapter, students are introduced to the various methods of data collection in qualitative research, both face-to-face (primarily interviews, ethnographies, participant observation, and focus groups) and online (online communities, digital ethnographies, etc.). The strengths and weaknesses of each method are examined as well as advice on how to design the best possible research project while balancing your objectives with available resources (time and money). Finally, we will discuss how you ensure rigor in qualitative research. ; ; <span style="font-style:italic;">Chapter 6: Qualitative Data Collection ; While students are exposed to qualitative methods in the previous chapter, this chapter on data collection is focused on how you <span style="text-decoration: underline;">do these. How do you write an effective instrument? How do you prepare? What techniques can you employ to ensure you are getting good, quality data? What sorts of innovations are happening in the field? How do you adapt and iterate, based on your target audience? We also will revisit ethics, specifically in the context of qualitative research. ; ; <span style="font-style:italic;">Chapter 7: Using Creative Techniques for Deeper Insights ; Because creative techniques (projectives, card sorts, ideation, mapping, etc.) play such an important role in qualitative research, this chapter will give specific information on what they are, how and when to implement them, how to “sell” them to participants, the role they play in both data collection and analysis, and strategies for using findings specifically grounded in creative techniques during your client presentation. ; ; <span style="font-style:italic;">Chapter 8: Qualitative Data Analysis ; Coming out of the creative techniques chapter, this chapter will cover the various strategies for qualitative data analysis, including the importance of debriefing and the roles each team member can—and should—play in the process. This chapter also is intended to help students transition from their roles as students to researchers, particularly in terms of finding the story grounded in the data versus their own personal experiences. ; ; <span style="font-style:italic;">Chapter 9: Reporting Findings ; This final chapter in the qualitative section of the book offers basic best practices on how to present qualitative data to your team and/or clients, including a wide range of written and multimedia formats. This also will give advice on how to draw insight from the qualitative findings to transition to a quantitative phase of research in a multi-method and/or multi-phase project. ; ; <span style="font-weight:bold;font-style:italic;"> ; <span style="font-weight:bold;font-style:italic;">Part III: Quantitative Research ; <span style="font-style:italic;">Chapter 10: Research Design and Considerations ; As was the case in the qualitative section above, this chapter is intended to ground students in common quantitative research practices. This primarily will focus on survey research, including an overview of probability versus non-probability samples, recruitment strategies, and basic considerations when determining sizes for samples and subsamples. This chapter will include a separate section providing an introduction to quantitative concepts and terms, intended to provide a basic foundation. We will reiterate that students will not learn to do sophisticated quantitative analysis through this textbook, and provide suggestions for online courses and commonly used university course title for those interested in pursuing that field of study. ; ; <span style="font-style:italic;">Chapter 11: Quantitative Data Collection ; The emphasis on survey research will continue in this chapter, including specific recommendations and guidelines for writing quality survey questions that address your client’s objectives and research questions. This will include extensive examples of question and response types and strategies for ensuring you generate the best possible data through your instruments. ; ; <span style="font-style:italic;">Chapter 12: Quantitative Data Analysis ; The consumer insight roles that most communication-based undergraduate students would take on do not require advanced knowledge of statistical testing. In this chapter, we will focus on the types of data analysis consumer insight researchers would more typically do (usually in collaboration with a statistician), including information on which tests to run, how to look at correlations, and how to derive meaning to tell the data-based story to your client. This will also include cluster a
• Edition: 1st
• Publisher Details: Lanham : Rowman & Littlefield Publishers
• Publication Date: 2021
• Extent: 1 online resource, illustrations (black and white)
• Subjects: 658.834; Consumers -- Research; Consumer behavior; Marketing research
• Languages: English
• ISBNs: 9781538145531
• Related ISBNs: 9781538145517; 9781538145524
• Notes: Note: Includes bibliographical references and index.; Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.