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MPPR-870 Communications Research Strategies
Ongoing research and evaluation is crucial to every step in the public relations
process--from gathering the initial information needed for campaign planning to
evaluating the effectiveness of the effort. This course provides students with an
overview of research methods and techniques including secondary, primary, and
informal research. Students also learn about the range of evaluation techniques. These
include media analysis and measurement for both traditional and online media,
competitive intelligence and fact-finding, focus group and custom survey research,
and media segmentation and targeting. At the end of the course, students are
prepared to prove the worth of communications and demonstrate value with solid
data, projections and new insights for future campaigns.
Credits: 3
Prerequisites: None
Sections:
MPPR-870-01 Communications Research Strategies
Ongoing research and evaluation is crucial to every step in the public relations
process--from gathering the initial information needed for campaign planning to
evaluating the effectiveness of the effort. This course provides students with an
overview of research methods and techniques including secondary, primary, and
informal research. Students also learn about the range of evaluation techniques. These
include media analysis and measurement for both traditional and online media,
competitive intelligence and fact-finding, focus group and custom survey research,
and media segmentation and targeting. At the end of the course, students are
prepared to prove the worth of communications and demonstrate value with solid
data, projections and new insights for future campaigns.
Credits: 3
Prerequisites: None
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Other academic years
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