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Data analysis - Essay Example

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Professor Name and # Date Statistics in Public Relations 1. Why is statistics important to Strategic Communications? Statistical data and analysis is important to Strategic Communications because this is a way that businesses can determine what type of decision to make regarding a product development strategy or the best ways to market to specific groups of consumers to get better sales…
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Download file to see previous pages The data gathering process is conducted through online questionnaires or surveys in order to determine the information, which is gathered and then analyzed. The Strategic Communication is first important in communicating to authors what was uncovered in the research. Secondly, when the book is ready to be sold, the Strategic Communication, through advertising and public relations (PR), reflects the changes made in this new edition to all those who potentially will adopt or purchase this book for their courses (Churchill and Iacobucci 566). As another example of Strategic Communications, a Vice-President in a business may need to inform the board of directors about a new process that can be implemented, but with some additional costs. The research done as to the plan’s effectiveness and what it will cost, is essential to selling this new process to the board of directors. Therefore, the statistics which shows this information, is an essential part to successfully selling the new plan or operation. 2. Differentiate between a population and sample. The difference is that a population consists, for example, of all people who drink coffee at Starbucks (Zikmund 296). The sample of the population must be taken from within that population of all people who drink coffee from Starbucks (Week 4, p.2). ...
This is part of variables when we determine these parameters of the data while canvasing those people who have applied to take the survey Week 4, p.4). If any of the required parameters (variables) are not present, such as a certain age group, buying Starbucks coffee more than once a month, who are currently working, and own a home, for example, then those returns are not vetted or accepted. In general, use 10% of the overall group to get a representation, such as 100/1000 (Muijs 35). In describing a sample of School of Communication students, they would need to be taking classes in public relations, journalism, marketing, and radio/television courses (Zikmund 296). Age is not considered a factor but it can be a descriptive of the sampling, as older students also take these courses, not just those who are 18 to 22 years of age. In defining parameters for attaining the sample, the objective for this might be that only those who are majoring in any of these courses, and within a certain age group, can apply to the research study. Other parameters that could be applied in some cases, is to only have honor students apply, rather than the whole population of students in the School of Communications. Creating such parameters in the invitation communication means that only those who closely fit the parameters, will apply, rather than the whole school or college, thus saving on wasted time weeding out those who do not fit in to the objective (Muijs 35; week 4, p.6). 3. Explain what statistical significance is. Statistical significance is the process of testing data through various operations. One example might be in creating two different messages, with a call to action, which will be sent to a sample group. This would be called A/B testing to see which ...Download file to see next pagesRead More
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