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Putting Research to Work
Advanced Magazine Institute
India 2012
Entire contents © 2012 Sabatier Consulting LLC All Rights Reserved
Research is formalized curiosity. It is
poking and prying with a purpose.
Zora Neale Hurston
Research enables you to take a new or different “view” of your readers.
Types of research
Primary Research
Information or data that does not
already exist
Secondary Research
Published or recorded data that
has already been collected for
some purpose other than the
current study wikipedia.com
Keys to Effective Research
Types of Research
Writing Good Research Questions
How to Increase Response Rates
2
3
Analyzing and Using Research
Class Exercise
Topics we will cover
4 What You Need to Know About Your Readers
1
5
6
7
Keys to Effective Research
Have clear
research goals.
Ask effective
questions.
Maintain a
limited focus.
Commit to
evaluate and
apply results.
Preparing a research plan
What is the most important information we need to find out about our readers? This study needs to be conducted because….
How do we intend to use the information to change our publication or digital products?
Good questions produce reliable results.
Don’t try to research everything you want to know all at once.
Research should be actionable.
Types of Research
Quantitative Qualitative
Based on sample size that is
projectable; tests several factors;
defines data about customers.
Mail surveys
Online surveys
Telephone surveys
In-magazine surveys
Intercept surveys
Based on small sample size; in-depth
information on a few factors; is not
projectable; defines customer
feelings and/or beliefs.
Focus groups
One-on-one interviews
Telephone interviews
Informal research
When drafting research questions it is important that they are easy to understand
and that the survey flows well.
Types of Research
Quantitative Qualitative
Considered a hard science
Objective
Deductive reasoning used to
synthesize data
Focus – consise and narrow
Tests theory
Basis of knowing – cause and effect
relationships
Basic elements of analysis –
numbers and statistics
Single reality that can be measured
and analyzed
Considered a soft science
Subjective
Inductive reasoning used to
synthesize data
Focus – can be complex and broad
Develops theory
Basis of knowing – meaning and
discovery
Basic elements of analysis – words
and narrative
Multiple realities that are continually
changing with individual
interpretation
Jones & Bartlett Learning LLC
Writing Good Research Questions
Descriptive research questions include a dependent variable and they
usually begin with any of the following phrases:
How many…
How often…
How frequently…
How much…
What percentage…
What proportion…
To what extent…
What is…
What are…
How many calories do American men and women consume per day?
Writing Good Research Questions
Comparative research questions include a dependent variable.
Comparative research questions usually begin with one of two phrases:
Number of dependent variables: Starting phrase:
Two What is the difference in…
Three or more What are the differences in…
What are the differences in the weekly photo uploads on Facebook
between female and male students?
Writing Good Research Questions
Relationship-based research questions typically start with one of two
phrases:
Number of dependent variables: Starting phrase:
Two What is the relationship
between…
Three or more What are relationships of…
What is the relationship between study time and exam scores among
university students?
Writing Good Research Questions
Question format can vary.
Examples of structured questions include:
check off rating numeric fill in
Open ended questions are those where you ask a question and the
respondent has no prompted answers…they write in their response.
[Note that it is important to code open ended questions during tabulation
so that the responses can be analyzed in a meaningful way.]
Who Are Your Readers?
Preferences, feelings,
gaps, etc.
Topics to query, verify and analyze
Does the publication
meet their
expectations?
Age, nationality,
education, income,
marital status, etc.
Ease of reading and
moving through the
magazine, website or
app.
What have they
bought and what do
they plan to buy in the
near future?
Content Design &
Navigation
Reader
Satisfacton
Purchasing
Behavior Demos
Analyzing and Using Research
Interpret what the data is telling you
3439
49 48
6561
71
1519
27 29
3641
50
0
10
20
30
40
50
60
70
80
2004 2005 2006 2007 2008 2009 2010
Description A Description B
Analyzing and Using Research
Use cross tabulations to dig deeper
How to Increase Survey Response Rates
Advance notice that the survey is coming from someone they
recognize– email, announcement, postcard, ad in the magazine,
cover wrap on the magazine, notice on your website
Make it easy to respond – postage paid envelope included with mail
survey, one click to access in an email message or online
Watch the length of the survey – about 20 questions is maximum for
mail and the same online. Include progress completed bar for online
surveys.
For email delivery: subject line about 34 characters and carefully
select day of week sent.
Follow-up notice from three days to one week after initial notice.
Offer an incentive – a drawing for an iPad, a drawing for books, etc.
Questions
Putting Research To Work for You
What are 10 things you would like to know about your reader?
What will you do with this information?
What method of research do you plan to use?
Write out your questions.
Find a partner and exchange information. Review and comment on your partner’s research plan.
Class Exercise
Sabatier Consulting Washington, DC & New York City
703-536-2635 / 212-213-1550
www.SabatierConsulting.com
Twitter: louannsabatier
Entire contents © 2012 Sabatier Consulting LLC
All Rights Reserved
