Mar 28, 2024  
2019-20 Syllabus 
    
2019-20 Syllabus [ARCHIVED CATALOG]

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PR 2700 - Introduction to Research Methods in PR (4)


Oakland University, College of Arts and Sciences, Department of Communication and Journalism
Syllabus

Course Information:
CRN: 14339
Campus: Main Campus
Schedule Type: Lecture

Tuesday,Thursday

03:00 PM - 04:47 PM

Main Campus Campus | Vandenberg Hall | Room 105

This course is designed to equip students with an understanding of processes involved in communication research. The focus of the course is geared toward learning several research methods that are useful for either academic or industry research, such as experiments, surveys, field studies, focus groups, and interviews. The course will also help students determine how these methods can be best employed to answer questions and address problems that arise in the theory and practice of public relations research. The course will help students analyze and synthesize knowledge and other resources available to the greatest possible extent.


Professor Information:
Instructor: Zexin (Zexin) Ma


Learning Outcomes:
Research is the foundation of good public relations practice. A communication strategy or targeted campaign is doomed to fail if it is not supported by rigorously gathered data. If an organization doesn’t have a solid, research-based  understanding of its stakeholders and the context in which it operates, it can’t establish and maintain productive relationships or practice effective environmental scanning. Research is also needed to monitor the progress of communication efforts, identify potential problem areas, and evaluate the success of a strategy or campaign.

Public relations practitioners adopt social science research methods adopted in a variety of communication disciplines. The ability to synthesize and communicate research methods and results clearly and thoroughly is another key skill necessary to be effective in today’s professional environment. By the end of this course, students will:

  • understand the importance of research in communication strategy
  • identify different types of research, and understand how they are used in public relations practice
  • understand  and critically evaluating published academic and professional research
  • know how to locate and use secondary sources to help develop suitable research questions and support findings
  • become familiar with the role of statistics in public relations and academic work
  • have experience conducting research using both qualitative and quantitative methods
  • know how to use SPSS software and analyze data to reach robust conclusions, interpret findings and understand their implications within a specific communication context
  • have practice writing research reports



Assignments and Grading:
Written Work

Course Policies

As college students, you are expected to have developed a strong foundation  in writing at this point in your academic career. You are expected to demonstrate continued improvement of your writing skills. All papers must follow APA 6th edition. The writing style, mechanics, and content are equally important.

Oral Presentations

As college students, you are expected to have developed a strong foundation  in oral communication skills. Throughout the course, you will have multiple opportunities to demonstrate your oral communication  competencies (e.g., classroom discussion, team presentation).  Your om! presentations should consider the purpose, topic, audience, and message in order to effectively create shared meaning in a clear and concise manner.

Grading

Exams (50 points each): The course will include four exams. The objective of these exams is not to test your memorization of course material but rather to assess how well you can make the transition from abstract conceptual knowledge to specific instances that indicate not only how much but also how well you have learned. Exams will be in the form of multiple choice, matching, and short answer questions. Exams will be based on class lectures and readings.


Classroom and University Policies  



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