Week 1.

Must follow:
Problem -> Definition -> Objectives -> Social media
- Social buzz
- Define competitors, risks, problems, scandals

Why do we start secondary research (literature, reports, social listening) instead of primary research?
(interview, survey)
- Need foundation, the understand of your client, know the problem
- Primary take lots of time, money, efforts
- Might ask wrong people, wrong

*NOTES FOR ASM1

BACKGROUND
- Clear problem, related to the topic, clear solve solution
- What is wrong? Bad comments, Scandal, Opportunity missed, Competitors, The Brand
Image, the industry is coming down, Break down, Risks
- Have to relate to communication, topic -> Clear writing
- Why do problems need to be researched?
- Flow: What is the problem, how is related, why needed to be research
- Exp: Competitors, brand experience affected, because customer start to focus in other brands
instead of your client
- Definition must have conceptual and operational

RESEARCH TOOLS
- Keyword what you need
- 5-8 Definitions is good to find the perfect fit one to your work
- Can take few sources, citation and have the final definition yourself for the work
- Literature review on the article, see more in reference
- Keywords: Definitions, concept, construct, operational, how to measure
- Customer satisfaction in (my) industry
- Some tools cite for you: Microsoft, Google Scholar

PROBLEM
- Must be in communication, can be communicated, not business, not how many
people use the brand
- Exp: Not solve how they open online shop but research what people think about
buying item online
- Make sure SMART Objective (1-2 objectives)
- Objective match with problem, definition

Slide 21+22: Some definitions

Concept: that might be real or not (satisfaction)

Construct: How/What to measure (customer satisfaction)

Variables (Brand Experience/Brand Engagement): Variable states

Customer satisfaction is very satisfy or Satisfy or Not Satisfied
Brand Reputation in attitude: Bad, Average, Good or Negative, Positive, Neutral

Slide 24: Activity in class

Conceptual (What is it?)
‘Happiness is defined as a positive emotional well-being and is used interchangeably to
describe one’s SWB’ (Diener et al. 2003, p.62)

Happiness can be defined as euphoria or elation (Johnson 1978)

Operational (How you measure is?)

Related to life satisfaction and quality of life (Jalloh et al. 2014)
Life satisfaction can be be measured if the person meet the needs and goal in their life
(Frisch et al., 1992)
Quality of life can be measured by the ‘individual’s perceived values and subjective
assessments related to life’ (Diener, 2000; Frisch et al., 1992)

The proposed construct emphasizes positive functioning and covers dimensions such as social
relationships (domain); purposeful life (purpose making happiness); engagement in activities;
self-esteem; and optimism, which overlap with components of widely used quality of life and
happiness measures (WHOQOL Group, 1998a; Hills & Argyle, 2002)

STEPS TO FOLLOW:
- Find out the problems first, it could be scandals, challenges, risks, something new
- Find many definitions as possible
- Look at the problem to find the one definition that fit or make your own definition
(combine others) for the research
- Objectives to follow