Research Design 1 Defining a research Problem -(what) Donations are decreasing due to economic downturn/austerity measures Choosing a method

quantitative and/or qualitative (how) Quantitative method of approach to deliver comparable numerical results to disco ver how many people are giving currently and in previous years. Qualitative method to provide insight into the reason for the decrease in regula r donations, allows for deeper analysis and to gain understanding into the publi c s' mindset. Selecting a specific research approach Research approach will take the form of a questionnaire, online survey (quantita tive), and via focus groups (qualitative) to gain insight into respondents' view s on charities and giving. Agreeing research instruments The questions we shall be asking respondents are; -frequency of giving per year? (and whether this is weekly/monthl y/quarterly/. yearly/festive -What charities in particular are they most inclined to donate towa rds? -Is there confidence that their money is directly going towards the cause? -Is there any reason why they may stopped giving/or have stopped gi ving? These are some of the questions that will be asked to discover the underlying communication issues which will uncover (provide answers) for the research probl em. Analytics Meaningful results and frequent patterns in data will be displayed in the form o f pie charts, bar charts to provide statistical data to show why there has been a decline in donations and the numbers. How to measure Success Using media coverage and Social network analysis, via cluster analysis (observat ion) and surveys, in order to find what affect PR activity is having on the publ ic and whether or not this is boosting the image that they have of charities and its' continued impact. Research Design 2 What are the communication issues? The communication issues that Sight savers needs to get across, is that it is st ill worthwhile giving to their charity even though wages and purses are being sq ueezed and the U.K is directly affected as a result of the recession. For the consumer the communication issue would be, charities not opening up abou t how they spend the donations received and keeping the public in the loop of th e prospective lives that they want to change. What information are we looking for? We are looking for social media leaders their views towards charitable giving du ring a recession.

We are looking at media releases and responses towards televised campaigns responses to media print, does it create the desired behaviour or the opposite? What information are we looking for? We are trying to find out who our publics/social media leaders are?