Strategic Communication Management
Professor Kirk Hallahan

Research Sources for Communications Programs

In developing a program, communicators managers can rely upon a wide array of materials and information. Secondary data/sources include all extant reports and materials available from others within the organization or from external sources. Primary data includes information collected, synthesized and reported specifically for purposes of organizing a program.

About Client/Industry	About Key Audiences	About Communications Opportunities
Internal Sources Published materials Brochures Annual, quarterly reports Product sheets, catalogs Speeches House organs Reports Research and development Marketing/advertising Financial Other Business/Marketing Plans Correspondence External Sources Newspapers, magazines Trade associations Trade journals Market Studies Government reports Government regulations Census reports Other companies Data bases-Proprietory Internet	Internal Sources Public feedback Mail analysis Phone logs Ombudsman, consumer affairs, employee relations reports Warranty, other reply cards Field reports Sales trends Market data--geographic, demographic, psychographic Existing Research Sponsored Syndicated (purchased/shared) External Sources Published reports Syndicated studies (purchased from research vendors) Internet	Internal Sources Communications Programs Current, proposed Past Marketing/Advertising Plans Product descriptions Positioning strategy Creative, media strategies Rejected strategies Market Research Focus group results Creative pre-testing Awareness/tracking studies Test market results Clippings External Sources Professional articles Case studies in related areas Directories Media research departments

About Client/Industry	About Key Audiences	About Communications Opportunities
Exploratory interviews Client, top management Other key staff Key Informant Interviews Employees Distributors, retailers Competitors Analysts Regulators Trade editors Trade groups	In-depth interviews One-on-one (Members of key groups or knowledgeable experts) Focus groups Advisory, test panels Survey research Telephone Mail E-mail/web-based surveys In-person	Exploratory Interviews Communications/marketing staff Competitors Trade/consumer media Content Analysis Clippings Broadcast coverage Web site, newsgroup discussions Progress Research (during implementation) Jury testing Message testing (experimental) Usability testing Market/field testing