COM 62411 Focus Groups and Interviewing for Strategic Communication

(3 credit hours)

Format: Online
Duration: 8 weeks
Credits: 3 credits

Your opinion matters. In fact, opinions are what make focus group research so valuable. In COM 62411 Focus Groups and Interviewing for Strategic Communication, you’ll learn how to use qualitative data from interviews and focus groups to strengthen decision-making and develop effective communication strategies.

In COM 62411, you’ll gain an overview of theories and methods of qualitative research. You’ll examine interviewing and focus groups as two specialized qualitative research methods, and discuss in detail one particular methodology: participant observation.

You’ll learn how to develop questions for individuals and focus group interviews, as well as how to identify and recruit the right participants. You’ll also explore data collection techniques, how to analyze data, and how to incorporate culturally diverse groups.

Weekly discussions will allow you to interact with your classmates and professor and enhance your learning experience. The course wraps up with a final project that puts your knowledge into practice by addressing a question/problem that could happen in the workplace. As you draw from the techniques you’ve learned in this course, you’ll discover how interviews and focus groups help you develop a valid and useful recommendation.

What You’ll Learn in COM 62411
This course provides you with an overview of qualitative research in public relations, with a particular emphasis on focus group and interview methodologies. The course will consider practical applications of these protocols in strategic communication contexts.

Course Topics
Throughout this course, weekly topics may include but are not limited to:

  • Theories of Doing Qualitative Research
  • Individual and Focus Group Interview Guides
  • Data Collection & Analysis: Interviews
  • Focus groups: Planning and Recruitment
  • Data Collection & Analysis: Focus Groups
  • Writing Up Results
  • Special Topics in Interviewing and Focus Groups Research

Course Learning Outcomes
Upon completion of COM 62411 Focus Groups and Interviewing for Strategic Communication you will be able to:

  • Understand qualitative methods for conducting communication research common in strategic communication practice.
  • Know how to collect and analyze data from qualitative perspectives.
  • Use qualitative interview and focus group data to inform communication strategy.

*Disclaimer: Course content and outcomes may vary and are subject to change without notice.

Request More Information
To learn more about the online Masters of Communication curriculum from Purdue University, including Focus Groups and Interviewing for Strategic Communication, call (877) 497-5851 to speak with an admissions representative or request more information.