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Internal Resources........................................................................................................................2
Surveys.........................................................................................................................................3
Technology...................................................................................................................................3
Focus Groups...............................................................................................................................3
References........................................................................................................................................4
Surveys
The use of questionnaires does provide accurate and relevant information but sometimes it is
hard to access the audience through such means. A better way to get hold of the external
stakeholders is to use written or online surveys in identifying the needs of the audience. This can
be particularly useful in gathering data of customers who are considered as one the most
important primary stakeholders for an organization. An appropriate way to construct
questionnaires for this survey is to get in touch with other departments who have direct
interactions with such audience like Sales & Marketing or Technical Support.
Technology
The Internet has provided the technology for facilitating communication. This is one of the
leading avenues to find the needs of both primary and secondary stakeholders. The new product
announcement can be posted on the companys website to gather information from customers
and to keep abreast of latest product development. This site can be formulated with the help of
various departments such R&D, Marketing and Technical Support indirectly leading to
interaction within these departments and revealing their needs. The double advantage to this
thing is that both customers and employees subscribe to the site whereas the useful features of
the site include frequently asked questions and discussion forums. Information developers
monitor the site to help determine audience issues and needs (Marcotte, 2000).
Focus Groups
These data collection methods for stakeholders involve inviting stakeholders to express their
opinion on the objective. The number of people in a conference room for data collection focusgroup typically varies from 4 to 12 participants. The key to holding a successful focus group
session is to ensure no participant dictates the discussion. Therefore, careful moderation is
critical to the success of a focus group. Another critical success factor is that the discussions
should not be based on preconceived notions. Rather, they should be used to understand them
better. Participants should not only concur or disagree, but rather build on the opinion
expressed. (Sharma, 2011). This is a good platform to invite both primary and secondary
stakeholders and help them express their opinions while at the same time revealing their different
needs and requirements. Distribution partners, component suppliers can be seated together and
be told about the new product in which they can express on how the new product will affect their
supply chain and distribution pattern.
In short, the various ways to identify to the needs of the various stakeholders is through the use
of internal resources, conducting surveys, use technology and having focus groups. It is
important to carry out this task as different audiences do not always have the same needs from
similar announcements so it is up to us to make the new product, and for that matter any sort of
communication relevant for everyone at IG.
References
Marcotte, D. (2000, December). Determining the Needs of Your Audience. Dateline
Houston, 40(4), 1-8.
Sharma, R. (2011, May 25). Retrieved August 13, 2015, from Bright Hub A Project
Management: http://www.brighthubpm.com/project-planning/99511-methodsof-data-collection-in-stakeholder-analysis/