PR Capstone. Applied Research & Supplemental Tools.

While academic research accentuates theory and universal knowledge, applied research refers to a more tangible skillset as it "deals with practical problems faced by organizations and guides effective resolutions of such problems" (Smith p.473).

The Balance / Michela Buttignol

The 3 common tools of applied research are:

• Focus Groups

• Surveys

• Content Analysis
  

These tools are essential in developing samples, which in turn showcases certain behaviors, levels of existence and units of analysis for research within campaign strategy.

What is Sampling?

Sampling is highly beneficial for research as it uses a “subset of a population that reflects and represents the larger body, used as the basis of study” (Smith 478).

Common forms of sampling are:

· Nonprobability

o Convenience

o Volunteer

o Purposive

o Snowball

o Quota

· Probability Sampling

o Simple Random

o Systematic

o Stratified

o Cluster

Although sampling is understood as a paramount form of research methods, it must also be acknowledged for having weaknesses and can have sampling error and size. Errors can occur when a sampling does not perfectly align with the population. As a result, these margins of error must also be acknowledge and is typically reported as a percentage.

The Importance of Secondary Research

Though primary research can set a basis for campaign strategy and strategic research, it is not enough to authenticate results by itself. As a result, secondary research (the re-analysis of existing information) is vital in refining your research topic

Common Secondary Information Sources include:

· Organizational files

· Trade and professional associations

· Libraries

· Government agencies

· Commercial information services

· Online research databases

According to Alchemer, major benefits of using secondary research are its cost effectiveness and accessibility. Since the data is already collected, researchers do not re-invest any money or time in finding research data support. Rather, this form of data can be re-analyzed to better inform campaigns on vital factors, like competitor statistics or similar campaign strategies.

Furthermore, it can also yield some important disadvantages. One alarming one to note is that since a researcher may not have collected it, the data maybe misunderstood or in extreme case, may be invalid. As a result, it is important to verify any secondary research.

Packaged Facts provides 6 essential questions in its criteria for evaluating secondary resources.

These questions include:

1. “Who collected the data

2. What is the data provider’s purpose or goal

3. When was the data collected

4. How the data was collected

5. What type of data was collected

6. Whether the data is consistent with data from other sources”

In asking yourself these questions, reflect on what you yourself are researching, what you are trying to prove and to whom you are trying to prove this too.

Watch this TED Talk by researcher Suzie Sheehy to better understand the difference in unncessary research versus research that is curiosity-driven that allows a deeper investment.