Duration: 8 weeks
Credits: 3 credits
In today’s corporate communications, provocative claims may get attention, but without substantiation, they have little or no value. In COM 604111, you’ll learn the theories and strategies that will add the evidence that adds the credibility to corporate communication messages.
This course introduces you to communication research methods and emphasizes the need to use evidence effectively for informed decision-making and communication strategy development. You’ll explore different types of evidence, how that evidence might be collected and interpreted, and how to use that evidence to advance an organizational objective or initiative.
You’ll learn qualitative methods including participant observation, in-depth interviews, and focus groups. You’ll explore how surveys are created, how to achieve an appropriate sample, how to interpret your findings, and how to articulate your conclusions.
Online resources, such as social media, are increasingly valuable sources of public behavior and will also be analyzed.
What You’ll Learn in COM 60411
This course provides students with a general background in strategic communication research methodologies, including qualitative (e.g., interviewing, focus groups) and quantitative (surveys, experiments) methods. The course will introduce students to practical considerations in study design, data collection, analysis, and reporting.
Throughout this course, weekly topics may include but are not limited to:
- Introduction to Communication Research
- Qualitative Research Methods
- Analyzing Qualitative Data
- Surveys/Questionnaires and Descriptive Statistics
- Experimental Research and Inferential Statistics
- Researching Online Behavior/Social Media
- Reporting Research Results
Course Learning Outcomes
Upon completion of COM 60411 Seminar in Communication Research Methods you will be able to:
- Identify and understand methods for conducting communication research common in strategic communication practice.
- Understand and evaluate academic research using common communication research methodologies.
- Analyze data from qualitative and quantitative perspectives.
- Use qualitative and quantitative 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 Seminar in Communication Research Methods, call (877) 497-5851 to speak with an admissions representative or request more information.