Getting Help

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Topic 20 Getting Help From Consultants Info
Sources
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Your investment

• Remember the budget?
• caveat emptor
• No
• you need some

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Evaluating consultants

• How long have they been in business, references?
• Ask questions about
• range of
• how they
• sample  
• ever developed  
• how do they decide on  
• use 
• how do they

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Avoid consultants who

• only know a
• recommend research and not follow the
•  
• use a lot of
• suggest questionnaire items without
• develop scales
• use

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Avoid consultants who

• use nonrandom samples and
• do things your way
• have no processes for
• conduct a study because
• tell you research is the

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Ask a lot of whys

• How do they plan to ?
  Why?
• How will they
  ? Why?
• What will
  they use? Why?
• What do they recommend?
  Why?
• What is the expected
  ?
• What will they provide?

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They should provide

• Within reason,
• Copies of
• Copies of the

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Where can you find them?

• Talk to
• , e.g.,
  American Marketing Association

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Info sources

• Other sources for research information
• When you need tips on the methodology
• When you need more in-depth information about
  advanced data analysis
• You may want to find a consultant

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Books

• www.amazon.com keywords communication
  research, advertising research and others
• Sage publications series devoted to focus groups,
  sampling and advanced statistics
• Many other publishers also allow on-line searches
  

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Professional organizations

• International Association of Business
  Communicators (www.iabc.com)
• Printed publications like How to Measure Your
  Communication Programs
• Seminars
• Ask the Experts, QA with two research experts
• Workplans

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Professional organizations (cont.)

• American Association for Public Opinion Research
  (www.aapor.org) offers papers on the
  characteristics of good surveys and pitfalls of
  research
• Ethics, including a Code of Professional Ethics
• Best practices for Research
• What constitutes a scientific survey
• Precautions for web-based surveys
• Statement on response rates

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Professional organizations (cont.)

• National Association of Broadcasters
  (www.nab.org)
• Richard V. Ducey and Mark R. Fratrik, Strategic
  Planning Handbook
• Walter McDowell, Troubleshooting Audience
  Research
• G. Hartshorn, Audience Research Sourcebook
• James Fletcher, Handbook of Radio and TV
  Broadcasting Research Procedures in Audience,
  Program, and Revenues

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Professional organizations (cont.)

• Broadcast Education Association lists research
  web sites (www.beaweb.org/research/rdwebs.html),
• American Association of Advertising Agencies
  (www.aaaa.org) publishes
• Guide to Media Research

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Professional organizations (cont.)

• The World Advertising Research Center
  (www.WARC.com) has a database of case studies,
  statistics articles
• American Marketing Aassociation
  (www.marketingpower.com)
• A.B. Blankenship, George Breen, and Alan Dutka,
  State of the Art Marketing
• Video tape tutorials about advanced statistics

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On-line research companies

• Traditional media ratings services
• Arbitron (www.arbitron.com)
• Nielsen (www.nielsenmedia.com)
• Tracking on-line audiences
• Nielsens net ratings (www.nielsen-netratings.com)
  
• Streamin Media (www.streamcheck.com)
• ComScore Networks (www.comscore.com)

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Books

• Erica Weintraub Austin and Bruce E. Pinkleton,
  Strategic Public Relations Management Planning
  and Managing Effective Communication Programs
• Glen M. Broom and David M. Dozier, Using Research
  in Public Relations
• Hubert M. Blalock, Social Statistics

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Books (cont.)

• Jacob Cohen and Patricia Cohen, Applied Multiple
  Regression/Correlation Analysis for the
  Behavioral Sciences
• Don A. Dillman, Mail and Internet Surveys  
• William L. Hays, Statistics
• James Stevens, Applied Multivariate Statistics
  for the Social Sciences

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Question

• Put this on a piece of paper
• Your signature
• Your name
• Day of the week, Todays date
• QUESTIONS 1. Do you plan to work for a large
  company, small company, yourself, or what?
• Will you be using a research consultant or will
  you have a research department?
• Of all the questions, what is the most important
  one to ask of your research consultant or
  department?

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Now for something completely different

• Lets look at some examples of research
  Questions
• Tell me if this is good or bad, why? WSU Food
  Service
• Is it possible to test packaging without being
  face-to-face? Tea
• WSU-alcohol study
• UofM Public Health Study

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Next time

• Ethics

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