(3 cr) This course examines the role of research as a critical component of public relations and strategic communications. Students learn skills necessary to plan, conduct, and interpret basic research. Both qualitative and quantitative techniques of data collection and analysis are explored. An emphasis is placed on both understanding audiences as well as analyzing media content. Students learn to conduct research across communication modalities including through interpersonal and computer-mediated means. Previously titled Media Research. Prerequisites: COMM 321, or permission of instructor.
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