English Communications provides many communications research
and measurement services. Here is a rundown for
understanding the various types of research services
Secondary research is often a useful and cost-effective
starting point. It involves finding and evaluating existing
research (both internal to your organization and externally)
that is relevant to your needs.
Qualitative research is used to develop a rich, in-depth
understanding of how stakeholders think or feel about a subject.
Two popular qualitative research methods are focus groups
and in-depth interviews. Focus groups are moderated discussions
involving six to 12 participants, and reveal a range of opinion
that exists surrounding a particular subject. In-depth interviews
are open-ended interviews, conducted one-on-one. Together,
these methods provide a better understanding of the range
of ideas and feelings that exist among stakeholders. They
also help communicators uncover factors that influence opinions,
behaviors or motivations among stakeholders. Findings from focus groups and
in-depth interviews can be used
to develop questions for surveys and other quantitative research.
Quantitative research allows researchers to draw statistical
inferences about a population. One common quantitative research
method is the survey. Surveys can be conducted face to face,
by telephone, by mail, and via the Internet or intranet.
Not all surveys qualify as quantitative research, however.
A quantitative survey must be carefully constructed and administered.
Attention must be paid to selecting a true random sample
of the population under study, sample size, and response
rates. Content analysis is a means to measure qualitative data
quantitatively. It can be used to analyze media stories (including
Internet stories and blogs), as well as documents, speeches,
interviews, and other sources of communication. Possible
measurements for content analysis include number of clips,
total circulation of the publications, number of inches or
minutes, positive/negative/neutrality of stories, audience
type (key audience or general audience), product mentions,
whether key messages appear, key media or general media,
quality of the publication or program, and prominence of
the company in the story.
English Communications uses these research and measurement
tools to help communications departments identify and understand
key publics, frame important issues, develop communications
strategies, and measure results.
Employee Communications Measurement Now
Available - Free!
How do employee communicators determine
the value they deliver to their organizations?
Laurel English, principal of English Communications,
surveyed 200+ communicators
throughout the United States and Canada.
They said employee communications
has the potential to improve morale, productivity,
safety, quality and employee job satisfaction.
It can also facilitate change
management, reduce employee turnover, and
help the organization achieve its financial
goals. The survey also found that most employee
communications programs fall short of delivering
For a free copy of the full report click