COMM-738 Research for Strategic Communication (3)

Research is an integral part of the strategic communication process, informing key decisions, including identifying and segmenting audiences, selecting effective messages and channels, and monitoring and evaluating results. This course covers quantitative and qualitative research methods such as surveys, experiments, focus groups, content analysis, and observation, with an emphasis on how research is used for planning and evaluating strategic communication campaigns. Students learn how to formulate research questions and develop and execute a research design, including sampling, measurement, data collection, and interpretation of results. Restriction: Political Communication (MA) or Strategic Communication (MA).