COMMUNICATION RESEARCH
For Project Managers and Policy-makers
In many cases, the World Bank and policy-makers outside use communication research (e.g. public opinion surveys, focus groups, interviews) to inform the design of projects and policies. In this issue, readers will find advice and examples on how to design and implement several research methods, including focus groups and surveys, and when may be appropriate times to use survey research in communication strategy development.
1) Use OpinionResearch to Build Strong Communication
by Frank Noto
This brief article introduces several functions for public opinion research, drawing examples from commercial ventures and public policy dilemmas. The author also suggests ways in which an organization can gauge the costs and benefits of conducting opinion research while providing tips on how to hire a research consultant.
2) Research Training
Below are links to presentations from a 3-day course on opinion research delivered to the Operations Evaluations Department (OED) of the World Bank. This course was conducted by Sharon Felzer, DevComm, and Mary McIntosh, Princeton Research Survey.
- Presentation 1 – Why Attitudes Matter, Using Attitudes Surveys in Evaluations, Defining Objectives and Identifying Potential Hypotheses, and Choosing A Methodology & Representative Sampling
- Presentation 2 – Designing Quantitative and Qualitative Instruments
- Presentation 3 – Preparing to Conduct Research, Analysis and Reporting of Quantitative Survey Results
The following is a link to a presentation on how research can help measure political risk, presented at the “Art & Science of Strategic Communication II – Managing Political Risk” course, delivered earlier this year.
“Using Survey Research to Assess Political Risk”, by Sharon Felzer, DevComm
3)Making Sense of Focus Group Findings: A Systematic Participatory Analysis Approach,by Bérengère de Negri and Elizabeth Thomas for the Academy for Educational Development (AED)
This handbook provides practical guidance for researchers and program managers in low resource settings who are faced with the difficult task of analyzing information gathered through focus groups. It is particularly geared towards novice researchers and program managers with little formal research training.
4) East Asia & the Pacific Private Investors in Infrastructure Perception Survey
Prepared by the World Bank’s Development Communication Division
This survey explores business leaders’ views about investing in infrastructure projects throughout developing countries in the East Asia and Pacific (EAP) region. The results gauge their level of interest in investing in this sector, while identifying the criteria that their companies use to determine whether a country is an appropriate site for infrastructure ventures. Surveys similar to this one have been used to inform policy reforms and efforts to attract investors to developing countries.
The presentation, which was delivered for the EAP regional workshop on Infrastructure in June, summarizes some of the key findings.
Contact: Sharon Felzer
5) Forum: Focus Groups for Health Research
Various authors and organizations
This is a selection of case studies that discuss different research methods for conducting focus groups on issues related to health in Africa.
6) Recommended Reading on Communication Research
This will give you a list of reading materials covering topics such as ways to improve survey questions, qualitative research, how to conduct your own survey and marketing research.
7) Upcoming DevComm Learning Events
Art and Science of Strategic Communication I
January 10 – 13, 2005
The Art and Science of Strategic Communication - Level One is a 4-day (the fourth day is optional) course intended for both operational staff and communication specialists and is designed to increase participants' understanding of the importance of strategic communication to the Bank's work and provide them the necessary competencies to engage in communication activities.
Art and Science of Strategic Communication II – Managing Political Risk
January 24- 25, 2005
This is an advanced two day course offered to CommNet members and operational staff. It will integrate the following components:
- World Bank's Integrated Risk Management Framework
- Political Risk Management
- Stakeholder Support
- Crisis Communication
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For more information about DevComm please visit our web site:
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