COMMS 318
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Public Relations Research and Measurement
Communications
College of Fine Arts and Communications
Course Description
Research methods and analysis critical to developing strategic public relations and measuring its effectiveness, emphasizing focus group and survey approaches with qualitative and quantitative statistical analysis.
When Taught
Fall and Winter
Min
3
Fixed
3
Fixed
2
Fixed
1
Other Prerequisites
Major status; Stat 121 or higher is recommended as a prerequisite, but may be taken concurrently with Comms 318.
Note
Students are expected to attend the first day of class. Failure to do so may adversely affect your grade.
Title
PR Research and Strategy
Learning Outcome
Students will understand the role of research in the strategic public relations process.
Title
The Value of Research
Learning Outcome
Students will appreciate the value of research to strategic public relations.
Title
Ethical and Responsible Research
Learning Outcome
Students will understand how to conduct research in a way that is ethical and responsible.
Title
Research Terminology
Learning Outcome
Students will use the terminology of research, especially related to public relations research and measurement.
Title
Research Methodology
Learning Outcome
Students will choose the appropriate research method to answer research questions.
Title
Focus Groups
Learning Outcome
Students will conduct a focus group and analyze qualitative data.
Title
Survey Writing
Learning Outcome
Students will write a survey.
Title
Sampling
Learning Outcome
Students will understand sampling strategies and be able to draw a random sample.
Title
Survey Execution
Learning Outcome
Students will be able to conduct a survey.
Title
Quantitative Measurement
Learning Outcome
Students will understand different levels of measurement related to quantitative research methods.
Title
Data Analysis and Interpretation in SPSS
Learning Outcome
Students will be able to analyze and interpret survey results using SPSS.
Title
Guidelines for Ethical Research
Learning Outcome
Students will understand and abide by the guidelines for conducting ethical research.
Title
Writing and Presentation
Learning Outcome
Students will write and present research using appropriate style and format.
Title
Effective Group Collaboration
Learning Outcome
Students will exhibit behavior that is conducive to a group/team project task.
