Public Relations Research and Measurement

Public Relations Research and Measurement
Research methods and analysis critical to developing strategic public relations and measuring its effectiveness, emphasizing focus group and survey approaches with qualitative and quantitative statistical analysis.
 Hours3.0 Credit, 2.0 Lecture, 1.0 Lab
 PrerequisitesMajor status; Stat 121 or higher.
 TaughtFall, Winter
 ProgramsContaining COMMS 318
Course Outcomes

The Value of Research

Students will appreciate the value of research to strategic public relations.

PR Research and Strategy

Students will understand the role of research in the strategic public relations process.

Ethical and Responsible Research

Students will understand how to conduct research in a way that is ethical and responsible.

Research Terminology

Students will use the terminology of research, especially related to public relations research and measurement.

Research Methodology

Students will choose the appropriate research method to answer research questions.

Focus Groups

Students will conduct a focus group and analyze qualitative data.

Survey Writing

Students will write a survey.


Students will understand sampling strategies and be able to draw a random sample.

Survey Execution

Students will be able to conduct a survey.

Quantitative Measurement

Students will understand different levels of measurement related to quantitative research methods.

Data Analysis and Interpretation in SPSS

Students will be able to analyze and interpret survey results using SPSS.

Guidelines for Ethical Research

Students will understand and abide by the guidelines for conducting ethical research.

Writing and Presentation

Students will write and present research using appropriate style and format.

Effective Group Collaboration

Students will exhibit behavior that is conducive to a group/team project task.