Learning Unit 3 (II) Flashcards
(26 cards)
List the research methods used for campaign evaluation.
- Interviews
- Focus Groups
- Surveys
- Panel Study
Explain interviews as a method used for campaign evaluation.
- open interviews with individual from target audience
- reflect perceptions of org and programme/campaign
- semi-structured - ask set of questions and leave room for conversation
- responses can be content-analysed to reveal interpretations
- :) tuned into individual responses
- :( time consuming and difficult to get respondents
Explain focus groups as a method used for campaign evaluation.
- group of people from target audience
- share views on an org in relation to campaign
- beginning - asked to articulate general org views (brainstorm)
- show parts of campaign - ask if it changed/reinforced perceptions
- change in perceptions captured in diagram
- :) in-depth analysis
- :( views are limited, may be biased, respondents influence each other
Explain surveys as a method used for campaign evaluation.
- structured, quantitative
- asked to record views of campaign based on pre-set questions
- extent to which they agree/disagree with statements
- :) measurable in quantitative - therefore statistics
- :( not detailed
Explain panel studies as a method used for campaign evaluation.
- longitudinal study - collect data over time
- same method of data collection as surveys but different research design
- record changes in sample member as a result of campaign
- :) track changes over time/document effectiveness
- :( labour intensive therefore, outsourced to market research
Discuss publicly syndicated rankings.
- publicly syndicated rankings are an evaluation of an org’s reputations viewed by SH groups based on a number of different focus areas
- 2 publicly syndicated rankings: Fortune and RepTrak Pulse
Which areas do all publicly syndicated rankings check?
- financial performance
- product quality
- employee treatment
- community involvement
- environmental performance
- improved ethical behaviour
What are the limitations of publicly syndicated rankings
- Fail to account for the views of multiple SH groups
- Appear to be primarily concerned with a firm’s financial performance and assets
As well as…
- rankings don’t consider that SH opinions vary, SH’s attend different cues when forming an opinion abut an org
- some SH groups may not be interested in some areas at all, therefore, may not rate the areas in their evaluation
- values of company obtained from org identity aren’t necessarily captured by publicly syndicated measures, therefore values may be missed
What is the Method and Sample of Fortune’s most admired companies?
- annual survey
- consists of over 10 000 sir executives, outside directors and financial analysts
What is the Method and Sample of RepTrak Reputation research?
- survey (annual)
- sample of consumers: 60 000
- evaluate 600 largest companies in the world
What does Fortune’s most admired companies measure?
- ranking
- based on compilation of assessments done by respondents
- assess 10 largest companies in their own industry
- based on 9 criteria of excellence
What does RepTrak Reputation research measure?
- ranking
- based on 4 attributes
- use representative sample of 100 local respondents who are familiar with the company
What are the attributes considered by Fortune’s most admired companies?
- Quality of messages
- Quality of products and services
- Long-term investment value
- Long-term investment value
- Global acumen
- Financial soundness
- Ability to attract, develop and retain talented people
- Responsible (env and community)
What are the attributes considered by RepTrak Reputation research?
- Trust
- Esteem
- admiration
- Good feeling about a company
What is company specific reputation research ?
- PRP’s must remember that corp reputation isn’t just a general impression, but an evaluation of firm by SH
- Orgs should conduct reputation research with applied research techniques and own SH
- reputation is based on:
1. How org evolved over time
2. Based on consistent performance
3. Reinforced by effective comm
What are the bene fits of performing company-specific reputation research?
- aware of SH opinions
- understand what SH find important
- know what elements SH feels company does well in
What elements should be considered when performing company-specific reputation research?
- TIME dimension must be factored into measurement process - have respondents evaluate company generally
- reputation = PERCEPTION construct therefore, simple proxy measures are not enough (assets and performance)
- MEASUREMENT and sampling must consider ATTRIBUTES by which org is rated
List broad types of research techniques.
- Qualitative reputation research
- Quantitative reputation research
Explain qualitative research as a broad type of reputation research
- more open
- provides rich aneototal data of SH’s view of org
- chosen when attributes aren’t known or when there’s a need for comprehensive, detailed, rich info
Explain quantitative research as a broad type of reputation research
- SH asked to rate org on pre-selected attributes
- more discreet data that can be statistic manipulated
- easily administered and processed to provide tangible indications
- data less rich and insightful
- chosen when attributes are known
- allows for structured measurement across large sections
List organisation identity research methods based on appropriate resources.
- cobweb method
- focus group
- laddering / critical incident
- audit / survey
- projective techniques
Explain the cobweb method as an organisation identity research method based on appropriate resources.
- group of sir managers
- brainstorm key characteristics
- no right or wrong answers
- after brainstorming, select 8 characteristics they consider most relevant to the org
:) easy method to carry out
:) easy to analyse
:) no expert analysis needed
:) low cost
:( only captures manager’s views
Explain the focus group as an organisation identity research method based on appropriate resources.
- group of sir managers and employees
- variety of org representatives
- brainstorm characteristics on post-it notes
- characteristics grouped, providing synthesis of views
- analysis and group discussions to select final characteristics
:) easy analysis
:( group facilitator
:( low-moderate costs
Explain the laddering / critical incident as an organisation identity research method based on appropriate resources.
- widely used technique
- sim: gather and understand basic values that guide people’s work
- open interviews where employees are asked to describe what they do and how they view work
- analysed to determine org’s underlying values
- insights into shared values of employees
:( low ease of analysis
:( trained researcher
:( low-moderate costs
