Session 1
Research Seminar, summer Term 2012
Friday, April 20, 2012
Institute for Media and Communication Science, Department of Media Management britta.gossel@tu-ilmenau.de
Contact information
Dipl.-Medienwiss. Britta Gossel
• EAZ 2317
• Phone: +49 3677 69-4619
• e-mail: britta.gossel@tu-ilmenau.de
• Consultation times: on appointment
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Outline
1. Introducing the seminar
2. Schedule
3. Assignments
4. Research reminar topics and results
5. Next steps
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1. Introduction
2011/2012 2012
Theory | Research Question
Empirical Design | Results
2012/2013
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1. Introduction
2011/2012 2012
Theory | Research Question
Empirical Design | Results
„seniors“
„juniors“
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2012/2013
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1. Introduction – Aim of the course
Exploration and analysis of communication phenomena within the entrepreneurship context.
Main questions:
(1) How to explore the art of entrepreneurship?
(2) What about communication science?
(3) What might entrepreneurship communication be?
Your job: conducting an empirical study
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1. Introduction – Aim of the course entrepreneurship
„glasses of communication science“
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1. Introduction – Aim of the course
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2. Schedule
Juniors Seniors
1 20.4.
27.4.
2 4.5.
p
3 11.5.
-
18.5.
4 25.5.
-
5 1.6.
(x)
6 8.6.
7 15.6.
p
-
(x) p
Introduction
- No session -
Research Design
Topics in entrepreneurship research
- No session -
Theory Session + Research Topics
Empirical Data  Research results
Naive question  Research question
Theory and research questions I
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2. Schedule
Seniors Juniors
8
9
22.6.
29.6.
10 6.7.
p
11 13.7.
x
Paper Writing Session
Design Speed Dating
Research Results
Conclusion, Q&A
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3. Assignments
Seniors Juniors
WT 11/12 (1) Presentation on
Entrepreneurship
Research
(2) Presentation on Theory and Research Question
ST 12 (3) Presentation on Empirical
Design
(4) Presentation on Results
(5) Research Paper (45
Pages August 31, 2012)
WT 12/13
(1) Presentation on
Entrepreneurship
Research
(2) Presentation on Theory and Research Question
(3) Presentation on Empirical
Design
(4) Presentation on Results
(5) Research Paper (45 Pages
August 31, 2012)
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3. Assignments
• Active participation
– Participation is part of the final grade
– A maximum of one excused absence is tolerated
• Alternative examination performances (  examination regulations)
– Exit without consequences only after this session
– Otherwise: insufficient
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3. Assignments
Weighting
– each presentation (4): 10%
– research paper: 50%
– active participation: 10%
 100%
 Only one final grade
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4. Research-Projects
Biomedical-engineering StartUps and their strategic communication
How do E-Entrepreneurs communicate on their website
The process of entrepreneurial online-marketing
How do entrepreneurs use social networks?
External communication of StartUps
Decision making of business angels
The art of pitching an investor
Perception of job-market and the decision to become self employed.
CNN: Framing of socio-economic indicators and the discovery of opportunities
Entrepreneurship in TV-Shows: A intercultural comparison
Media coverage of entrepreneurship as a topic
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3. Research Seminar
(A) Research Projects
Necessity Entrepreneurship in Competitive Environments
Question:
– (RQ1) Can a perceived necessity to act entrepreneurial in an competitive environment be identified?
– (RQ2) Can role models, that support the subjective feeling of necessity be identified?
Theory: social role model, social learning theory (Bandura)
Design: qualitative explorative
Sample: N=8 (self-employed, regular employed, switcher)
Results:
 (RQ1): No clear direction
– (RQ2): Positive examples (the successful father) bring positive attitude, while negative examples (the older freelancers) might shift the satisfaction with either self-employment or freelancing towards a negative perception of self.
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3. Research Seminar
(A) Research Projects
Entrepreneurial Issues in German Quality Newspapers
Question:
– (RQ1): How can the media coverage of entrepreneurial issues regarding amount, size, placement and section be described?
– (RQ2): Can trends be identified in the media coverage of entrepreneurial issues over time regarding amount, size, placement and section?
– (RQ3): Can inter-media differences in the media coverage of entrepreneurial issues be identified regarding amount, size, placement and section?
– RQ4: Can inter-media differences of the trends in media coverage of entrepreneurial issues be identified regarding amount, size, placement and section?
Design: quantitative content analysis
Sample: 4.151 articles (2006-2011) out of 3 German newspapers
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(A) Research Projects
3. Research Seminar
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3. Research Seminar
(A) Research Projects
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(A) Research Projects
3. Research Seminar
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3. Research Seminar
(A) Research Projects
Communication of start-ups
Question:
– How do start-ups communicate to potential customers?
• What communication efforts do start-ups pursue?
• How do start-ups define their target groups?
• How do start-ups plan their communication efforts?
Theory: marketing approach
Design: qualitative explorative
Sample: N=4
Results:
 Primary Goals:
 creating awareness and interest
 explaining the innovative product/service to customer/journalists
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3. Research Seminar
(A) Research Projects
Communication of start-ups
Results:
 Different communication approaches
 Case 1: press releases, offline PR (inviting journalists), advertising (TV-Spots)
 Case 2: press releases, online advertising (failed)
 Case 3: advertising (TV-Spots), SEO
 No print media advertisement (high costs, low coverage)
 Focus on online communication (newsletter, social media)
 word-of-mouth communication
Planning of communication
 actively planning process vs. intuitive action
 newness and lack of trust as key challenges
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3. Research Seminar
(A) Research Projects
Entrepreneurial Online Marketing
Question:
– How does a service start-up implemnt ist online marketing process?
• To what extent does a new venture follow the theory of the markteing communication process strictly?
• How can the resource-based view explain the problem of liability of smallness for entrepreneurs?
• How do entrepreneurs face the specific challenges for service ventures in marketing?
Theory: marketing approach, resource-based view
Design: qualitative explorative observation
Sample: single case study, 3 observations of meetings
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3. Research Seminar
(A) Research Projects
Entrepreneurial Online Marketing
Results:
– Individual application of the marketing communication process
• entrepreneurs do not follow the process step-by-step
• Intuitive work (trial and error)
– Resource awareness
• awareness to spend budget on marketing was not observed
• time scarcity
– Continous development of the entreprises vision
• Culture and vision not fixed
• Change of vision  adjustment of communication instruments
– Decision-making process
• intuitively, compromises
• Nno documentation
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3. Research Seminar
(A) Research Projects
TV programmes and entrepreneurial opportunities (CNN)
Question:
– How does the framing of political, economic, social and technological indicators on the CNN Eye on Programme introduce the discovery of entrepreneurial opportunities?
• RQ1: How are the economic, political, and socio-cultural indicators framed on
CNN Eye On Programme?
• RQ2: How does the framing … introduce entrepreneurial opportunities?
Theory: framing approach (entrepreneurial opportunity)
Design: content analysis
Sample: two countries (Mazedonia, Azerbaijan) CNN „Eye-On“
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(B) Research Projects
• Dear „seniors“, please introduce your research projects by giving information on:
– Your topic
– Your theory
– Your research question
– Your planned research design
Biomedical-engineering StartUps and their strategic communication
Entrepreneurship in TV-Shows: A intercultural comparison
How do entrepreneurs use social networks?
Decision making of business angels
The art of pitching an investor
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5. Next Steps (juniors)
Now it`s your turn:
(1) Please find your team.
(2) Come to me after the course and let us define your entrepreneurship research topic for your first presentation.
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5. Next Steps (juniors)
• Step 1: Check your eMail (dropbox, requirements)
• Step 2: Get an overview (folder „basic literature“)
• Step 3: Prepare a presentation on one topic
– Assignments:
• Content: overview over your entrepreneurship research topic, overview on current research, outlook on communication
• Sources: literature in dropbox-folder, at least one
ICSB2011-paper, at least three additional sources
• 20min presentation, 10min discussion
• 1 page handout
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5. Next Steps (seniors)
• Prepare a presentation on your research design
– Content:
• Introduce your topic and research question
• Theory/ literature review is not requested
• Present your final research design
• Give an overview on your experience with the design and give a critical estimation
– 20min presentation, 10min discussion
• Check your eMail (requirements)
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5. Next Steps
• Keep your presentation date in mind:
– Seniors: May 4th
– Juniors: May 11th
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