Ragan Communications Corporate Communicators Conference
Chicago, IL |
Before conducting an employee communication survey, communicators need to see the world through their audiences? eyes. This seminar is about qualitative research conducted the way it should be in the communication world. It discusses several qualitative research methods, including in-depth interviews, focus groups, and focus panels, and examines not just how to organize and use them in a methodically-sound way, but, just as important, how to interpret the results to the level of real insight.
The more communicators know their audiences, uncover ?hot topics,? and spot current communication issues, the better they?ll be able to do create an effective survey instrument that tackles all the variables. Although many communicators may be doing some qualitative research currently, that doesn?t mean they?re doing it right. Too often, research is conducted that doesn?t result in improved communication. Why? This may happen because the information is bad, the research technique is faulty or, most often, because it is not interpreted to the level of real insight and usefulness. This seminar covers those three bases so that communicators can conduct valid qualitative research that gains insight into their audiences and uses the information to increase the effectiveness of their next measurement steps and, in the end, their communication tools and processes.
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