BGMT 394 Disc ***Zeek the GEEK***

Primary Research --- What it is and Why it is Important to your Final Report

To date in this course you have studied Secondary Research, the information that is already recorded both recently and possibly as far back as when first drawings depicting messages were developed. The Secondary Research can come from diverse offerings --- from unique (but reputable) online sites, to national magazines, trade journals, newspapers large and small, house organs, company publications, government issues ---- the number is limited only by your willingness to turn over one more proverbial rock to find that gem that will make your report breathe.

Your Secondary Research will also fulfill the assignment requirements to cite information from several academic journals.

In all, your Secondary Research provides a foundation from which to build your facts, figures, quotations, paraphrased information and more. It’s a springboard to more original information, more personal, vital information that will lead to an analysis that only you can provide. Your analysis will help you in developing criteria for your Recommendations, and then to eventually offer a solid, single recommendation or a cocktail of recommendations to your designated decision maker(s).

It’s wise to begin with at least some Secondary Research before plotting your Primary Research Plan. You’ll want to know what you don’t know to develop a savvy, and practical Primary Research Plan. After initial Secondary Research is begun (research is never finished, but simply is completed when deadlines demand), you’ll want to write your Plan for Primary Research. A plan is critical because Primary Research requires time and forethought because it typically demands working with others, and most often, on their schedules, not ours.

To begin, Primary Research is Virgin Research. It’s information that has never been put to paper before by anyone. Yes, that’s quite a challenge, but there are many ways to meet this goal and when it’s done thoughtfully, creatively and thoroughly, it enriches both your academic report and our world of information. That’s quite a reward.

Say Primary Research and most listeners will conjure up the image of the interviewer and the interviewee. Indeed, asking pertinent questions, digging, engaging, and capturing relevant information to your report will be important in advancing, supporting or initiating your message. Besides the traditional in-person interview, you may consider capturing your answers via a phone interview, or email. You may also consider developing a survey, a questionnaire.

In addition to the traditional interview as the gold standard of Primary Research, consider also Participation as an element of our Primary Research. Whatever you are investigating, if possible, become a part of the action.

If you’re reporting on the need for day care help at your site of employment, perhaps shadow a parent through his or her typical day of dealing with day care challenges, leaving one child at a neighbor’s home, another child at a nursery, and still waiting for a school bus on the corner for child number three. If you’re reporting on the need for an updated machine for the manufacturing floor, grab your overalls and experience working the assembly line now.

Beside Participating in Primary Research, you may also want to Observe Primary Research, and then logging your information gleaned through your senses. For instance, if you’re proposing a new traffic light at a dangerous intersection, after gathering initial Secondary Research, stand on the corner for a few rush hours, with notebook, or recorder, and camera in hand. Document those near-miss traffic accidents. Interview those pedestrians, crossing with the Walk signal, yet still dodging traffic turning on a right on red intersection.

While your Report should be broad enough to support adequate Secondary and Primary Research, it should also be focused to enable your Recommendation to be given a realistic chance of being accepted by our Decision Maker(s) and implemented.

And, although your report will be 95% localized, meaning it will rivet around the relatively small aspect of a larger situation, for instance the need for greenery, a small park in the middle of your housing complex, you’ll also be expected to put a frame on the issue. To show, in this example, how important contact with nature is to one’s health, and how other developments, similar to yours, in your state, or the Mid-Atlantic, or even the North East is dealing with this.

Therefore, in addition to interviewing, participating, and observing your family, friends, co-workers, and other folks with whom who experience frequent contact, you’ll want to secure interviews with authorities: authors, speakers, teachers, principals, government leaders and others. Most colleges and universities offer speakers’ bureaus; these are lists rich with authorities in their fields willing to share their expertise. Guides such as Directories of Associations and others are good starting places. Nearly all groups offer Public Relations, Media Relations, or News and Information Offices.

Hint: When asking anyone for help, state the time needed, such as 10 or 15 minutes, when it’s convenient for them. Be sure to read all the background information first, and interview (speak with) other less knowledgeable persons to our report first, working up to the prime interview.

Still, this take time and planning.

So begin today. Here is your assignment:

1. In a few sentences, share with the class the working title (this will evolve) of your intended Final Report, and its gist. What is the problem or improvement needed that you will be researching, analyzing, and recommending. (You may not know all the possible recommendations, yet, but likely have some idea of one.)

2. Share a few paths that you will be taking for your Primary Research. How will you participate. What will you observe? Who will be you interview subjects?

3. Respond to your classmates’ answers to these three queries, offering suggestions and/or asking for any clarifications.

(Please read the information on Primary Research in the attachment above. Then answer the three questions at the end of the document.)