Course ID: | ADPR 3510. 3 hours. |
Course Title: | Public Relations Research |
Course Description: | Design, strategy, and implementation of public relations
research techniques. Study of research theory, methods, and
practices within the context of public relations case studies
and client work. |
Oasis Title: | Public Relations Research |
Duplicate Credit: | Not open to students with credit in ADPR 3510E, ADPR 3130, ADPR 3400, ADPR 3400E |
Prerequisite: | (ADPR 3850 or ADPR 3850H) and (STAT 2000 or STAT 2000E or STAT 4210 or MSIT 3000 or MSIT 3000H or MSIT 3000E or BUSN 3000 or BUSN 3000E or BUSN 3000H) and permission of department |
Semester Course Offered: | Offered fall and spring semester every year. |
Grading System: | A-F (Traditional) |
|
Course Objectives: | To introduce public relations students to sound and effective
social science research methods that are commonly used to:
Identify problems and issues of concern; guide strategic
planning, message development, and overall business planning;
and evaluate plans and programs. The course will provide an
overview of several types of research - from secondary analyses
interviews, to quantitative experimental and survey studies.
Topics covered include: the role and importance of public
relations research in the organization, formulating appropriate
research questions and developing hypotheses, selecting an
appropriate methodology, implementing the study (emphasizing
qualitative and survey methods primarily), understanding the
findings, and reporting the findings. Readings and assignments
are designed to help you understand research, conduct several
types of research studies, and critically evaluate research
conducted by others. |
Topical Outline: | Role & Importance of Research in Public Relations
Formative and Evaluation Research
Secondary Research/Online Data Bases
Public Relations Research Designs
Populations and Sampling
Qualitative Research: Depth Interviews and Focus Groups
Quantitative Survey Research
Measurement
Compiling and Organizing Data
Human Subjects: Professional Ethics & Practices
Testing Relationships
Analyzing and Reporting Findings
Report Writing |
Honor Code Reference: | All academic work must meet the standards contained in UGA’s “A
Culture of Honesty.” Each student is responsible to inform
themselves about those standards before performing any academic
work. No cheating, no requesting unauthorized assistance, no
sharing unauthorized information with others, no plagiarism, and
a commitment to report to the professor any violations of which
students are aware. Failure to comply may lead to loss of
credit and/or termination from the University. |