QUANTITATIVE METHODS IN PR RESEARCH

Catalog description

Prerequisite: PR professionals should be competent in conducting quantitative research to monitor the communication campaign process and evaluate the completed PR projects. This course teaches students how to apply quantitative PR research methods to obtain reliable, valid, and representative findings regarding the outcomes of corporate PR practices and the publics' opinions about the communication process in a PR project. This course also teaches young PR professionals to make practical implications and create strategic communication plans based on the quantitative PR research results.