LibGuides: 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.

PRSA Silver Anvil Awards Database

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.

U.S. Census Bureau American FactFinder

Help with American Factfinder

U.S. Census Bureau American Community Survey

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.

The General Social Survey

iPOLL (Roper Center for Public Opinion Research) This link opens in a new window
Users that have an email address with the extension @marist.edu can self-register. Once users enter their email address, they should receive an activation email with a link to complete registration.

Polling questions and responses from 1935 to the present. Covers politics, social issues, pop culture and international affairs.
Roper Center for Public Opinion Research This link opens in a new window
Users that have an email address with the extension @marist.edu can self-register. Once users enter their email address, they should receive an activation email with a link to complete registration.

Polling questions and data from 1935 to the present.