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COM418: Communication Campaign Management: Secondary Developmental Research

Description

You have two crucial tasks when beginning to plan a strategic communication campaign: 1) Thoroughly research your client and the client’s situation; and 2) thoroughly research the client’s target audiences/publics. Start getting to know your client’s situation and target audiences/publics by conducting secondary research to see what information others have already discovered and published.

Case Study Research, Government Data, & Public Opinion Research Data

A. Case Study Research
Look for information about what similar organizations or other organizations facing similar situations have done. Case study research allows you to learn from the successes and failures of others which can prevent mistakes.

B. Government Data
See if demographic and media habits information has already been collected about the client’s target audiences/publics in the recent past.

Help with American Factfinder 

Help with American Community Survey

C. Public Opinion Research Databases
See if psychographic and media habits information has already been collected about the client’s target audiences/publics in the recent past.

FoxHunt

FoxHunt logoFoxHunt

 

Search the Library databases and the catalog

News Media Coverage

D. News Media Coverage
See what media coverage your client’s organization, issues, or competitors have received.

Academic Journals

Contact

James A. Cannavino Library

3399 North Road
Poughkeepsie, NY 12601
(845) 575-3106

In the Library