COMM 409 - Communication Research Methods in Strategic Public Relations and Communication

Lecture Hour(s): 3
Lab Hour(s): 0
Credit Hour(s): 3

This course introduces essential research methodologies used in public relations to analyze and understand target audiences, measure campaign effectiveness, and inform strategic planning. Students explore both qualitative and quantitative research techniques, including surveys, focus groups, content analysis, and data analytics. Emphasis is placed on applying ethical standards, designing studies, collecting and interpreting data, and using research to guide public relations strategies. By the end of the course, students will have the skills to critically evaluate research and apply findings to real-world PR challenges, ensuring data-driven decision-making in their professional careers. This course will involve Service-Learning gaining workplace experience. (Each COMM course will include Service-Learning and students will serve as a reporter/editor of the Breaking Blues, an online department newspaper). Fall even years

Prerequisite(s): COMM 201