Research Methods in Strategic Communications

Catalog description

The purpose of this course is to provide students with an understanding of the methods and practices used to conduct effective research in examining practical and theoretical questions in strategic communications. Successful strategic communications campaigns are informed by research conducted before (planning), during (monitoring), and after (evaluation) the implementation of the campaign. Further, research based on theoretical models can help understand and explain the effects of strategic communications on consumers, individuals, and society. This course will be organized so that students will (1) gain exposure to a breadth of methods used by industry and academic researchers; (2) understand the role of theory in informing strategic communications research and its applications; (3) gain depth and experience in several research methods and techniques; and (4) conduct research and obtain research-writing experience, in either academic or professional venues. Students also will learn how to use databases employed by strategic communications researchers to conduct audience/consumer analysis and media research. A range of specific research methods will be discussed, with emphasis placed on trends or contemporary developments in research. In addition to examining the principles, methods, and techniques of strategic communications research, the course will address issues such as when research should or should not be conducted, analyzing data sets, forming meaningful research questions, determining the proper means to answer the questions, and presenting the results and solutions in a clear and compelling manner.