1. MARLEY LONG UNIT 3 TASK 1
Research
Research an attempt to find out in a systematically and scientific manner; inquire
into. Also defined as the creation of new knowledge and/or the use of existing
knowledge in a new and creative way so as to generate new concepts,
methodologies and understandings. This could include synthesis and analysis of
previous research to the extent that it leads to new and creative outcomes.
Secondary research uses outside information assembled by government
agencies, industry and trade associations, labour unions, media sources,
chambers of commerce, and so on. It's usually published in pamphlets,
newsletters, trade publications, magazines, and newspapers.
Primary Research is the process of gathering information directly from
individuals who have access to it. Unlike secondary research, primary research
does not focus on published information. Primary research sources could include
competitor employees and former employees, competitor vendors and suppliers,
competitor clients and customers, etc.
Qualitative Research
To gain an understanding of underlying reasons and motivations
To provide insights into the setting of a problem, generating ideas and/or
hypotheses for later quantitative research
To uncover prevalent trends in thought and opinion
Quantitative Research
To show data and generalize results from a sample to the population of
interest
To measure the incidence of various views and opinions in a chosen
sample
Sometimes followed by qualitative research which is used to explore
some findings further
Examples
Quantitative
I searched online for evidence on quantitative research and found a case study
on obesity, which gave me a lot of information about how obesity medication has
improved in 3 months. It was tested on a 52-year-old woman who complained
about fatigue, difficulty losing weight, and no motivation due to obesity. Here
were the results I gathered up:

2. MARLEY LONG UNIT 3 TASK 1
Case Study On Obesity
52-year-old woman with obesity
9year history of type 2 diabetes
Complaints of fatigue, difficulty losing weight, and no motivation.
She denies polyuria, polydipsia, polyphagia, blurred vision, or
vaginal infections.
Gained weight since being placed on insulin 6 years ago.
Her weight has continued to increase over the past 5 years
She’s at the highest weight she has ever been
She has symptoms of shakiness, diaphoresis, and increased hunger.
She returned 3 months later feeling a little less depressed
In 3 months she had lost 7 lb.
Blood glucose testing, have been 170–200 mg/d1 before breakfast.
Before supper and bedtime values range from 150 mg/dl to >300
mg/dl.
Her current insulin regimen is 45 U of NPH
Plus 10 U of regular insulin before breakfast and 35 U of NPH plus
20 U of regular before supper.
Dose was recently increased after her HbA1c, was found to be 8.9%
(normal <6.1 %).
Her height is 5' 1 1/2" and her weight is 265 lb. Her blood pressure is
160/88 mmHg.
Decrease her insulin to 30 U of NPH and 10 U of regular insulin
twice daily.
She was also started on 500 mg orally twice daily.
Her blood glucose values were 120–275 mg/dl before meals.
Further insulin reduction would prevent hypoglycaemia.
Insulin dosage was decreased to 25 U of NPH
5 U of regular insulin twice daily
Metformin was increased to 500 mg three times daily.
Two months later, She an average blood glucose level of 160 mg/dl.
Her weight was now 246 lb, and her HbA1c was 7.5%.
Blood glucose testing have been 170–200 mg/d1 before breakfast.
Feeling much more energetic,
No longer felt depressed and was able to start a walking program

3. MARLEY LONG UNIT 3 TASK 1
Qualitative
For qualitative research I found a fact file on singer Bruno Mars. This fact file
helped explain the difference between qualitative and quantitative research. The
best explanation to define them both is; Quantitative research is numerated data
that provides
Bruno Mars Claim to Fame
Famous as
Singer, songwriter, producer
Popular for
Co-writer for the B.o.B's "Nothin' on You" (2010)
Bruno Mars Personal Fact
Birth Name
Peter Hernandez
Birth Date
October 08, 1986
Birth Place
Waikiki, Hawaii, USA
Nationality
American
Bruno Mars Family
Father
Pete Hernandez
Mother
Bernadette San Pedro Bayot Hernandez
Brother
Eric
Sister
Jaime, Tiara, Tahiti, Presley

4. MARLEY LONG UNIT 3 TASK 1
Audience Reach
Audience reach is a term used in advertising to determine statistically what
people are using to find their information. When referring to search engines,
it is the percentage of the total Internet population that utilizes a particular
search engine. Audience Reach is one of the two major factors used when
calculating the popularity of a search engine, the other being search hours.
Why?
Utilizing a popular search engine enables you to target and successfully reach
your designated customers. It accomplishes your marketing strategies more
proficiently and with a professional and positive image.
Audience Share
It’s a Portion of the group of people who might receive an advertising message,
or who are of interest to the advertiser, and who actually do receive the message.
Audience share can be calculated electronically, as with the Nielsen ratings, or
through personal, telephone, or direct-mail survey, as is commonly done by
magazine publishers. For example, a sample of 2000 skiers might be sent a
survey by a skiing magazine publisher asking which magazines they read and the
frequency with which they read them. If 1000 respond by saying they read a
skiing magazine, and if 500 of those respondents read the publisher's skiing
magazine, then the publisher's audience share is 500/1000 (50) or 500/2000
(25), depending upon how the audience is defined.
Triangulation of Data
Data triangulation involves using different sources of information in order to
increase the validity of a study. In Extension, these sources are likely to be
stakeholders in a program—participants, other researchers, program staff, other
community members, and so on. In the case of an afterschool program, for
example, the research process would start by identifying the stakeholder groups
such as youth in the program, their parents, school teachers, and school
administrators. In-depth interviews could be conducted with each of these
groups to gain insight into their perspectives on program outcomes.
Likert Scale

5. MARLEY LONG UNIT 3 TASK 1
Likert scale is a method of ascribing quantitative value to qualitative data,
to make it amenable to statistical analysis. A numerical value is assigned to
each potential choice and a mean figure for all the responses is computed at
the end of the evaluation or survey.
Used mainly in training course evaluations and market surveys,
Likert scales usually have five potential choices (strongly agree, agree, neutral,
disagree, strongly disagree) but sometimes go up to ten or more.
The final average score represents overall level of accomplishment
or attitude toward the subject matter. Named after its inventor, the
US organizational-behaviour psychologist Dr. Rensis Likert (1903-81)
REFERENCE: http://www.businessdictionary.com/definition/Likert-scale.html#ixzz2IbyjAOS4
RAJAR
Communication Arts / Broadcasting) Radio Joint Audience Research and
operates a single audience measurement system for the radio industry in the
United Kingdom.
RAJAR is most concerned that there should be no misuse or misrepresentation of
information and, if necessary, may restrict publication rights.
Misuse includes:
 The publication or other dissemination of results prior to the embargo date
and time specified for the 'Quarterly Summary of Radio Listening'.
 The publication of data provided for internal use only - for example, monthly
results, data for 'opt out' services or sub-area analyses.
Misrepresentation of the data may be seen to have occurred where:
 The universe, area or time period to which figures relate is not clear.
 The results are published based on inadequate sample sizes (as defined by
RAJAR in the event of dispute).
 Direct or implicit comparisons are drawn between basically dissimilar sets of
data.
 A difference between two periods is interpreted as a real change in listening
behaviour without checking for statistical significance.
REFERENCE: http://www.rajar.co.uk/content.php?page=about_process_using

6. MARLEY LONG UNIT 3 TASK 1
BARB
BARB (Broadcasters Audience Research Board) is a major source of TV audience
data in the UK, comparable to the Nielsen ratings in the U.S.
3 main reasons why BARB is needed:
1. BARB is an accepted currency - It is rare that we get the advertisers,
agencies and media owners all in agreement, but the structure of BARB is such
that they all have a stake in its development and implementation.
2. BARB stands alone - One of the frustrations of online research
and analytics is the plethora of data sources, meaning buyers and sellers can pick
and mix the data that most suits them.
3. BARB is constantly reviewed and quality controlled…so that the
recruitment, measurement and analysis of the data is all conducted to the
highest standards and the accuracy and consistency of the data is optimised.
ABC
Audit Bureau of Circulations (ABC)
What is an audit?
An audit is an independent verification of a claim made for data relating to
circulation, attendance or digital media activity.
Who decides the rules?
ABC is governed by a board of permanent and nominated representatives from
media owners, media buyers, advertisers and industry trade bodies. The rules
governing what ABC measures and reports are called Reporting
Standards (sometimes referred to as ‘audit rules’). Changes to these rules are
discussed and agreed, usually through consensus, by the relevant Reporting
Standards Group, in line with the needs of the industry. ABC management’s role
is to facilitate and implement the results of these discussions, acting as the
Secretariat of the Reporting Standards Groups; it is not to make the rules or take
decisions about what is or is not allowed. (N.B. While the constitution of
JICWEBS, the body that sets the standards for digital media, is somewhat
different, the basic principles of its operation are the same.)
REFERENCE: http://www.abc.org.uk/Rules-Regulations/Audit-Information/

7. MARLEY LONG UNIT 3 TASK 1
SEO
Search Engine Optimization is the most basic method of attracting quality and
increased numbers of web traffic to a site without having to pay for it. With SEO,
the search engines naturally, through algorithmic methods places sites that have
a specific keyword or key phrases on the higher or earlier results. This means
that SEO-rich content is more likely to receive more hits by visitors than general
articles.
SEO is able to target different types of searches. This includes word search, local
search, image search, industry specific search and video search. As such, search
engine optimization has over the years become an ideal tool of ensuring that
websites gain presence in the World Wide Web.
REFERENCE: http://www.semmedia.com/definition-of-seo.shtml
GOOGLE ANALYTICS
Google Analytics (GA) is a service offered by Google that generates
detailed statistics about the visits to a website. The product is aimed
at marketers as opposed to webmasters and technologists from which the
industry of web analytics originally grew. It is the most widely used website
statistics service.
IPSO/MORI
Ipsos MORI is about developing a career in the very top tier of research. With
nearly 16,000 people employed in 84 countries, Ipsos MORI is one of the largest
and best-known research companies.

8. MARLEY LONG UNIT 3 TASK 1
SOCIAL AND CUTURAL TRENDING
Example of social & cultural trends in communicating health & disease:
• Not mediation of life, but media life
– Permeation of everyday life by media; we live in media (Mark Deuze)
• Fundamental change in how people communication with each other
(Interpersonal), and how we communicate with our publics (mass)
– Rise of ‘mass self-communication’ (Manuel Castells)
– New forms of media for rapid alerts, epidemic & emergency communication
• Rise of user in public communication: old ideal of participatory Communication
gets new twist
– E.g. role of microblogs & mobile phones in SARS in China, in
Countering/supplementing govt information, or social media in Oct 2012 Jones
gate affair
– Can’t ignore role of citizens/users as partners/co-creators in health
Communication
• Heightened role of technology in communication
– Role of online, mobile & social media
• New role of digital technologies in health itself
– Health apps, monitoring devices, data gathering & harvesting, National
Broadband Network (health informatics)
THANKS