Workshop on Project ManagementWorkshop on Project Managementfor Correctional Services Department Officersfor Correctional Services Department Officers

21 July 200521 July 2005

The University of Hong KongPublic Opinion Programme香港大學民意研究計劃

Dr Robert CHUNG Ting-yiu(Director of Public Opinion Programme)

Outline of WorkshopOutline of Workshop

• One case study of opinion research

• The role of the media

• The operation and management research projects

• Compilation of project reports

• Explanation and assignment of group projects

• Discussion session

Outline of WorkshopOutline of Workshop

• One case study of opinion research

• The role of the media

• The operation and management research projects

• Compilation of project reports

• Explanation and assignment of group projects

• Discussion session

Opening RemarksOpening Remarks

Features of this course

• All course material placed on-line• Communication with lecturer and instructors any time• On-line forum to promote open discussion among part

icipants• Build-in course evaluation to facilitate future planning,

as well as actual example of opinion survey

Opening RemarksOpening Remarks

Make use of the HKU POP Site –

http://hkupop.hku.hk POP Resources Public Opinion Lectu

res and Workshops

[ today’s workshop, “july05”]

Opening RemarksOpening Remarks

A quick look at the assignments

The Timelines

• 21 July 2005, during workshop – Formation of project groups• 21 July 2005, afternoon - Division of labour among group member

s• 23 July 2005, 2359 the latest - On-line completion of workshop eva

luation questionnaire• 1 August 2005, 2359 the latest - Submission of first assignments o

n-line• 11 August 2005 - First assignments marked and returned• 1 September 2005 - Submission of group project to CSD• 3-9 September 2005 - On-line completion of programme evaluatio

n questionnaire

Opening RemarksOpening Remarks

A quick look at the assignments

Topics for Group Projects

• (1) Plan and conduct a study on Hong Kong people’s reaction to Hong Kong stag the 2008 Olympic Equestrian Events.

• (2) Plan and conduct a study on Hong Kong people’s reaction to Donald Tsang’s being elected the Chief Executive of the HKSAR.

• (3) Plan and conduct a study on Hong Kong people’s reaction to Ma Ying-jeou’s being elected Chairman of Kuomintang in Taiwan.

A Case Study…A Case Study…

POP release of 12 July 2005 (Tuesday)

• Latest popularity figures of CE Donald Tsang

and the Principal Officials

• 16 key opinion questions + a standard set of

demographic questions

Questions on the Appraisal of Acting CE ( 4 - 6 July 2005 )

• Please use a scale of 0-100 to rate your extent of support of Chief Executive Donald Tsang Yam-kuen, with 0 indicating absolutely not supportive, 100 indicating absolutely supportive and 50 indicating half-half. How would you rate Chief Executive Donald Tsang Yam-kuen?

• If a general election of the Chief Executive were to be held tomorrow, and you had the right to vote, would you vote for Donald Tsang Yam-kuen?

Questions on the Appraisal of Acting CE ( 4 - 6 July 2005 )

• Please use a scale of 0-100 to rate your extent of support of Chief Secretary for Administration Rafael Hui Si-yan, with 0 indicating absolutely not supportive, 100 indicating absolutely supportive and 50 indicating half-half. How would you rate Chief Secretary for Administration Rafael Hui Si-yan?

• Please use a scale of 0-100 to rate your extent of support of Financial Secretary Henry Tang Ying-yen, with 0 indicating absolutely not supportive, 100 indicating absolutely supportive and 50 indicating half-half. How would you rate Financial Secretary Henry Tang Ying-yen?

Questions on the Appraisal of Acting CE ( 4 - 6 July 2005 )

• Please use a scale of 0-100 to rate your extent of support of Secretary for Justice Elsie Leung Oi-sie, with 0 indicating absolutely not supportive, 100 indicating absolutely supportive and 50 indicating half-half. How would you rate Secretary for Justice Elsie Leung Oi-sie?

• [Similar questions for John Tsang Chun-wah, Michael Suen Ming-yeung, Arthur Li Kwok-cheung, York Chow Yat-ngok, Joseph Wong Wing-ping, Patrick Ho Chi-ping, Ambrose Lee Siu-kwong , Stephen Ip Shu-kwan, Sarah Liao Sau-tung, Frederick Ma Si-hang and Stephen Lam Sui-lung.]

Standard Demographic Questions

• Registered voter? Any voting experience?

• Gender, age, education attainment, occupation

• Housing type

• Class status

• Place of birth, years of residence in HK

Managing the MediaManaging the Media

Media ReportingMedia Reporting

The original POP press release of 12 July 2005

• Press release in Chinese, 13:59

• Press release in English, 13:59

• Bulkfax to all media, 14:08

• Bulkmail via the POP Network, 14:02

Media ReportingMedia Reporting

Reports by the electronic media

• Metro Radio news, 15:01

• RTHK news, 15:01

• Ming Pao, 15:19

Media ReportingMedia Reporting

Reports by the electronic media

• RTHK news, 18:00

• CR news, 15:28 (web), 18:00 (audio)

• ATV news, 18:00 (Webpage)

• TVB news, 18:30

Media ReportingMedia Reporting

Apple Daily

13 July 2005

Media ReportingMedia Reporting

Wen Wei Pao

13 July 2005

Media ReportingMedia Reporting

Hong Kong Standard 13 July 2005

Media ReportingMedia Reporting

Ming Pao

13 July 2005

Media ReportingMedia Reporting

Oriental Daily 13 July 2005

Media ReportingMedia Reporting

Sing Pao

13 July 2005

Media ReportingMedia Reporting

Tai Kung Pao

13 July 2005

Media ReportingMedia Reporting

Sing Tao

13 July 2005

Media ReportingMedia Reporting

Hong Kong Economic Journal

13 July 2005

Media ReportingMedia Reporting

Hong Kong Economic Times

13 July 2005

Media ReportingMedia Reporting

Characteristics of “media polls”

• Agenda setting

• Tend to focus on negative feelings

• Sensationalism

• Rich graphics to achieve visual impact

• Extensive coverage for exclusive polls

10-minute break10-minute break

The Operation ofThe Operation ofOpinion ResearchOpinion Research

Operation of the SurveysOperation of the Surveys

Demonstration of POP’s operation

• CATI and WEBCATI (Audio: TP0507a)

• WEBCATI input demonstration

• Quality control (q/c) measures

• Press release

Operation of the SurveyOperation of the Survey

Demonstration of POP’s operation

• CATI and WEBCATI

• WEBCATI input demonstration (TP0507a)

• Quality control (q/c) measures (TP0507a)

• Press releases (to be discussed later)

The Operation of Opinion ResearchThe Operation of Opinion Research

Different stages in conducting an “opinion poll”

• Identification of research objectives and areas of

investigation

• Sampling / questionnaire design

• Fieldwork

• Data analysis and cleaning

• Report compilation

• Release of findings

The Basics of Project ManagementThe Basics of Project Management

• Laying down objectives and activities• Drawing network diagrams• Estimating activity durations• Control: analyze, re-plan, and update• Resources considerations• Contingency plans

A Sample Project ScheduleA Sample Project Schedule

• Jan 26: Briefing and orientation

• Phase 1: Literature review; initial design of the study

• March 13-19: Finalizing research strategy

• Phase 2: Fieldwork and confronting practical problems

• Phase 3: Data analysis and report compilation

• May 3: Final touch-ups

2/2 16/2 23/2 1/3 8/3 22/3 29/3 5/4 12/4 19/4 26/5

Phase 1Phase 1

Phase 2Phase 2

Phase 3Phase 3

Background ReadingsBackground Readings

• Zimmerman, D.E. and Muraski, M.L. (1995). The Elements of Information Gathering. Arizona: Oryx.

• Babbie, E.R. (1990). Survey Research Methods, 2nd ed. California: Wadsworth.

• HKU POP Site at http://hkupop.hku.hk

Different Parts of a Research Proposal

• Introduction/preamble• Literature review• Research design or methodology• Questionnaire (if applicable)• Project schedule• Budget• Research team members

Approaching a Research Problem…

• What is the research problem? How wide? How deep?

• What is the desired method of data collection?

• When must it be finished?

• How should the finding be presented?

• What is the academic/intellectual value of the study? What further questions have been generated?

Different Methods of Data Collection

• Interviews: face-to-face• Observations• Case studies• Focus groups• Questionnaire surveys• Electronic resources• Library resources

Different Parts of a Study Report

• Executive summary

• Introduction/preamble• Research design or methodology• Research findings• Conclusions with or without recommendations• The questionnaire (in appendix, if applicable)• Other documents (in appendix)• Research team members (in appendix)

10-minute break10-minute break

Group Projects andGroup Projects andIndividual AssignmentsIndividual Assignments

Timelines for Group Projects (again)

21 July 2005, afternoon

– Division of labour among group members fixed

23 July 2005, by 2359 the latest

– On-line completion of workshop evaluation questionnaire

1 August 2005, by 2359 - Submission of first assignments on-line

11 August 2005 - First assignments marked and returned

1 September 2005 - Submission of group project to CSD

3 – 9 September 2005

– On-line completion of programme evaluation questionnaire

Topics for Group Projects

• (1) Plan and conduct a study on Hong Kong people’s reaction to Hong Kong stag the 2008 Olympic Equestrian Events.

– Give a background of the event.– What was the public’s initial reaction?– Who were the opinion leaders?– What was the government’s role?– Do people support the government? How do you know?– How would you collect data for your study?– How would you distinguish between facts and opinion?– What is the importance of this study?– What are the limitations of your study?– Are you going to make some policy recommendations

Topics for Group Projects

• (2) Plan and conduct a study on Hong Kong people’s reaction to Donald Tsang’s being elected the Chief Executive of the HKSAR.

– How would you measure people’s support of the CE candidates? How many ways are there?

– What was the public’s reaction before, during and after the election?

– How would you collect your data?– How would you distinguish between facts and opinion?– How has the media influence public opinion?– What is the importance of this study?– What are the limitations of your study?

Topics for Group Projects

• (3) Plan and conduct a study on Hong Kong people’s reaction to Ma Ying-jeou’s being elected Chairman of Kuomintang in Taiwan.

– Give a background of the event.

– Why should we be interested in studying this election?

– What was the reaction of the Hong Kong public?

– What was the reaction of Hong Kong’s opinion leaders?

– How would you collect data for your study? How would you distinguish between facts and opinion?

– What are the limitations of your study?

– What lessons does Hong Kong learn from this election?

Questions and Answers forQuestions and Answers forProjects and AssignmentsProjects and Assignments

Some References forSome References forFurther StudiesFurther Studies

On-line ResourcesOn-line Resources

• Workshop teaching aid: Findings of the MRSHK pilot study of Au

gust 2002 at http://hkupop.hku.hk

• Workshop teaching aid: Proposed Code of Professional Ethics and

Practices for Public Opinion Research in Hong Kong at http://hkup

op.hku.hkat http://hkupop.hku.hk

• WAPOR website at http://www.unl.edu/wapor

• AAPOR website at http://www.aapor.org

• ESOMAR (World Association of Research Professionals) website

at http://www.esomar.org

• NCPP website at http://www.ncpp.org (National Council on Public

Polls of USA)

• Gallup polls at http://gallup.com

Thank you very much!Thank you very much!