1. Research Plan: Using Data to Create Impactful Pride Campaigns
**The note to the instructor is slightly customized for each lesson.
Research Plan: Using Data to Create Impactful Pride Campaigns

2. List the 11 most important research questions that you will need to answer via research methods in order to create an impactful social marketing campaign.
Describe the role of the Research Plan in the planning phase.
List the elements of an effective Research Plan.

3. By the end of this lesson you will be able to:
Define and differentiate between qualitative and quantitative data collection approaches, including why and when they are each used during the campaign.
Assess ethical and unethical data collection.
Use the Research and Planning Timeline to plan and complete research deliverables.

4. SESSIONS/ TOPICS Reading Time/Reading Assignments Review
Qualitative vs. Quantitative
Introduction to Serena Island Research Plan
Research and Planning Timeline
Drafting Pride Research Plan
Research Ethics

5. Reading TODAY’S SESSION Qualitative vs. Quantitative
Introduction to Serena Island Research
Plan
Research and Planning Timeline
Drafting Pride Research Plan
Research Ethics
-quantitative research to evaluate the impact your campaign has had along each step in your Theory of Change, as well as assess where your target audience is before and after your campaign in stage of behavior change. It will be used to assess shifts in your target audience in a systematic way that follows rigorous scientific guidelines for appropriate data collection. Quantitative data collection will include the standardized KAP survey as well as any additional quantitative methodologies for understanding TR and CR by either you, your partner, or a consultant.

6. ACTIVITY 1 READING
What is the role of research as it relates to a Rare Pride campaign?
What are the 11 most important research questions that are fundamental to informing your Pride campaign?
What kind of research will you conduct during your Rare Pride campaign?
What is qualitative research?
What is quantitative research?
What research methods will you use to answer your questions about your community?
What is the role of "ethics" in the collection of data for your community?
What is the timeline for the Research process?
How will the data help you make important decisions about your campaign?
-quantitative research to evaluate the impact your campaign has had along each step in your Theory of Change, as well as assess where your target audience is before and after your campaign in stage of behavior change. It will be used to assess shifts in your target audience in a systematic way that follows rigorous scientific guidelines for appropriate data collection. Quantitative data collection will include the standardized KAP survey as well as any additional quantitative methodologies for understanding TR and CR by either you, your partner, or a consultant.

7. What is the role of research as it relates to a Rare Pride campaign?
Design
Implement
evaluate the impact of Pride campaign

8. What are the 11 most important research questions that are fundamental to informing your Pride campaign?

9. Activity 2 Reading Qualitative vs. Quantitative
Introduction to Serena Island Research Plan
Research and Planning Timeline
Drafting Pride Research Plan
Research Ethics
-quantitative research to evaluate the impact your campaign has had along each step in your Theory of Change, as well as assess where your target audience is before and after your campaign in stage of behavior change. It will be used to assess shifts in your target audience in a systematic way that follows rigorous scientific guidelines for appropriate data collection. Quantitative data collection will include the standardized KAP survey as well as any additional quantitative methodologies for understanding TR and CR by either you, your partner, or a consultant.

10. Quantitative Research
What kind of research will you conduct during your Rare Pride campaign?
Qualitative Research
Quantitative Research

11. What is qualitative research?
understand the “why” of an issue
used to gain insight into people’s attitudes, behaviors, values, motivations, culture and lifestyles.
Observational Research
In-depth Interviews
Focus Groups

12. What is quantitative research?
give precision
or the ability to know the exact measure of something.
used to evaluate the impact your campaign has had along each step in your ToC
assess where your target audience is before and after your campaign in stage of behavior change.

13. What research methods will you use to answer your questions about your community?
Observational Research
In Depth Interviews
Focus Group Discussions
KAP Surveys
Biological Research
Review of literatures/ Secondary Data

14. Qualitative vs. Quantitative
Differences in Goals
Different Questions
Different Characteristics, Strengths and weaknesses

15. Activity 3
Reading Qualitative vs. Quantitative Introduction to Serena Island Research Plan Research and Planning Timeline Drafting Pride Research Plan Research Ethics
-quantitative research to evaluate the impact your campaign has had along each step in your Theory of Change, as well as assess where your target audience is before and after your campaign in stage of behavior change. It will be used to assess shifts in your target audience in a systematic way that follows rigorous scientific guidelines for appropriate data collection. Quantitative data collection will include the standardized KAP survey as well as any additional quantitative methodologies for understanding TR and CR by either you, your partner, or a consultant.

17. How will the data help you make important decisions about your campaign?
Audience Segmentation
Messaging (Marketing Mix, Creative Brief, 5Ps)
Barrier Removal Strategies
Community Mobilization Strategies
Material Development
Pre/Post Impact Assessment
BR Effectiveness
Impact Assessment (BC, BR, TR

18. Activity 4: RESEARCH & PLANNING TIMELINE

19. What is the timeline for the Research process?
First University Phase
research plan development
Planning Phase
conduct qualitative and quantitative research

20. Research and Planning Timeline
Briefly introduce the timeline, you will use an activity to map with out with your cohort.

21. Phases
Activities (At least 5)
First University Phase
Planning Phase (Field Base)
Second University Phase

22. Activity 5: Drafting your Research Plan

23. The Research Plan
A Research Plan identifies and answers a number of critical research and logistical questions needed for effectively executing any data collection effort
Once you have a clear idea of what you want your research to accomplish and whom you want to study, you are in a position to design your research plan. After you have identified what type of research is needed to answer key campaign decisions, it is time to document a clear plan for collecting and analyzing their data. A good research plan will provide you with a clear roadmap and timeline for how you will collect and analyze the data and you will use the 11 most Important Research Questions to help organize your research plan.

24. Research Plan What research do you intend to do?
Why is the research important?
What is the timeline for your research?
Who needs to be involved?
Where will the research take place?
How are you going to do your research?

25. 11 Important Research Questions
What Research Questions do we Need to Answer?
Key Points: The primary objective of research is to inform your Pride campaign. Your research will need to identify and answer a number of critical research and logistical questions in order to effectively execute any data collection effort. As you have learned from previous sessions, there are a number of critical questions that are key for understanding the biological and sociological context at your site. Many of these may have been answered through a review of available reports and literature, consultations with your lead agency, or meetings with local experts in development of your site summary. The 11 most important research questions that Campaign Managers need to answer in order to design an effective social marketing campaign are:

26. Elements of an Effective Research Plan
Background
Geographic Scope
Methodology
Qualitative Data Collection
Quantitative Data Collection
MPA Governance
TR and CR Monitoring
Potential Research Challenges and Solutions
Qualitative Data Analysis (Process Only)
Quantitative Data Analysis (Process Only)
Appendices
Research and Planning Timeline
Guide for In-Depth Interviews
Guide of Focus Groups
Enumerator Training Agenda
8. Appendices - The purpose of this section is to provide draft survey questionnaires, interview questions, and focus group discussion questions.

27. ASSIGNMENT #4 Research Plan (ComX5311) – 70pts
Date Assigned: Today
Due Date: 28 Sept, 9:00PM
Note
Preliminary Self Rating on 28Sept, 9:00AM

28. Activity6: RESEARCH ETHICS

29. What is the role of "ethics" in the collection of data for your community?
How you use your research with respect to the human society within which you work?
The integrity of how you collect your data (information) and analyse it.
How you treat the people who participate in your research as subjects (respondents)?

30. Data Collection Ethics
~ American Anthropological Association (AAA)

31. List the 11 most important research questions that you will need to answer via research methods in order to create an impactful social marketing campaign.
Describe the role of the Research Plan in the planning phase.
List the elements of an effective Research Plan.

32. Define and differentiate between qualitative and quantitative data collection approaches, including why and when they are each used during the campaign.
Assess ethical and unethical data collection.
Use the Research and Planning Timeline to plan and complete research deliverables.

33. ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?