For Reading: Phase 1
Phase one talks about a language audit. In it, it says that “every organization aspires to conduct one, but very few accomplish it or go beyond base camp one.” Why is this? From the information presented in this section, it seems that this language audit is vey important. It mentions the aspects of educational value, navigational ease, customization and loyalty support. All are very important, so if a company is missing this step are they missing out on these aspects? Or are they also touches on in other forms of research?
This chapter also talks about aspects of quantitative research. It mentions how “researchers attempt to project the opinions of a relatively small number of people (the sample) to model the opinions of the entire population.” How easy is it to select the right people to sample to best represent the target market? Is it easy to find the people that you wish to have in your sample? Are they the kind of people who take surveys, or shun them away? How accurate does quantitative research end up being when you don’t have access to the right sample of people?
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