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Communicating Crime Reduction |
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Research and evaluation in communication |
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Glossary of terms: For the uninitiated the world of research and evaluation can be a minefield of jargon and technical terminology. Qualitative Research: A subjective in depth study into people’s attitudes and behaviour patterns. Research might be carried out in discussion groups or on a one-to-one basis. It can provide invaluable understanding of communication issues buy moving thinking on from our own preconceptions to the reality of what the target audience actually thinks. This information is most useful at the planning stage to help define the communication activity and test concepts, but it can also play a part in testing how materials are being received when a campaign is live. The concepts and issues raised in qualitative research are often tested through quantitative research Quantitative Research: An objective study in which the same questions are asked of a representative sample of a defined population. As a representative sample is used and opinions are tracked over time, each wave of tracking is comparable with each other. For some applications, a representative sample of 200 might be sufficient, for others a minimum of 1000 might be needed to provide reliable results. Desk Research: Desk (or secondary research) uses existing information such as relevant research and statistics, press cuttings, literature and reference sources – including the internet to discover relevant information or re-examine data from a new perspective.
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