Public Communication Research

Catalog description

Public Communication Research (3) This course teaches a range of research methods that are essential to careers in public relations and strategic communication. Students develop quantitative and qualitative analytical skills, learn how to formulate research questions, and develop and execute a research design including sampling, measurement, data collection, and interpretation of results. Using methods such as surveys, experiments, content analysis, and focus groups, students learn to harness the power of data to address complex questions, including using relevant analysis software packages. Finally, they apply the results to solve strategic communication problems and learn to present research findings compellingly to a range of audiences. AU Core Integrative Requirement: Quantitative Literacy II. Prerequisite: COMM-301 with grade of B or better and completion of Quantitative Literacy I requirement. Restriction: Public Relations & Strategic Communication (BA) or Communication, Language, and Culture (BA).