22 August, 2005 - Published 07:22 GMT
About Research and Learning
What we do
Research underpins every aspect of BBC World Service Trust's work – from determining campaign strategy and messaging priorities to pre-testing output production and impact evaluation.
We employ a combination of qualitative and quantitative research methodologies to provide an insight into the audience and measure programme effectiveness.
This research provides information about messaging topics, output pre-testing, monitoring, audience feedback and the evaluation of the impact of our programmes. The project research portfolio consists of a combination of in-house and outsourced studies.
Research and evaluation
Research conducted by the R&L group is specialised and focuses on information, media and communication as key variables in development activities.
The Research and Evaluation Programme of the BBC World Service Trust conducts a broad range of research studies from the beginning to the end of a project or programme cycle.
All methods are designed to capture evidence of beliefs (information that a person has about other people, objects and issues), attitudes (general and enduring positive or negative feelings about some person, object or issue) and behaviour and/or behaviour intention (overt actions that an individual has performed or plans to perform).
Research methods
It is the policy of the R&L group to triangulate qualitative and quantitative research methods where appropriate.
The qualitative methods include impact diagnostic in-depth interviews, rapid feedback assessment, and focus group discussions.
Quantitative methods include media landscape studies, baseline, midline and endline surveys to measure knowledge, attitudes, beliefs and practices (KAP) among target populations, viewer/listener panels and content analyses.
The range of research methods currently employed by the BBC World Service Trust includes:
- Formative Research: primary and secondary data gathering to establish the values, tastes and media consumption patterns and preferences of target audiences (Conducted prior to project initiation)
- Pre-testing/Rapid Feedback Assessment: qualitative methods to pre-test the reactions of target groups toward the content and design of ICD materials (Conducted prior to dissemination of materials to target audiences)
- Panel: members of the target audiences provide feedback on their attitudes and opinions about materials to ICD designers and producers (Conducted as materials are being distributed to target audiences)
- Quantitative Surveys: Designed to measure the levels of knowledge, attitudes and self-reported behaviour regarding key topics among target groups. (Conducted prior to, during and after project)
- Qualitative Evaluation: Focus groups with target audiences to gather detailed insights on attitudes and opinions on the project from project participants (Conducted after the programme or project has been completed)
- Diagnostic In-Depth Interviews: One-on-one discussions with target audiences to gain a detailed understanding of individual reactions to ICD materials (Conducted in conjunction with quantitative surveys)
- Content Analysis: unobtrusive method to establish the characteristics of information available to target populations (Conducted at various stages in the project or programme cycle)
Research design
Each research activity involves a set of decisions regarding which specific issues are being addressed, among what populations, with what research methods and for what purpose.
Research design is always discussed with project directors in order to ensure that the research will meet the specific needs of the project.
Sampling
This involves clearly specifying the parameters of the population or sampling frame that the sample will represent. The R&L group employs a range of sampling strategies including probability (random, stratified, cluster and quota) and non-probability (snowball and convenience) samples, as appropriate.
Recruitment
It is imperative that respondents for both qualitative and quantitative research are recruited with great precision in order to guarantee that research participants accurately represent, in as far as possible, the target audiences for particular media outputs. The R&L group has developed a series of screening questions to establish recruitment eligibility criteria for all our media research projects.
Development of qualitative and quantitative research instruments
In order to establish a set of norms that can be applied across the range of development projects conducted by the Trust, the R&L group is developing key questions designed to measure knowledge, attitude, beliefs and self-reported behaviour regarding key indicators associated with each project.
Data Analysis
Data analysis techniques are employed as appropriate. These include univariate, bivariate and multivariate techniques including logistic regression and segmentation techniques like cluster and factor analysis.
Research Dissemination
A key imperative of the R&L group is to deliver research findings that not only describe the data but also provide strategic and tactical recommendations to key clients, including donors, partners, stakeholders, management and production teams.