Research and Evaluation

Code: HPPR404
Apply this course towards: Public Relations

Course description

This course focuses on the role of research and evaluation in public relations. You’ll learn the theoretical and practical uses of research in general, as well as specific research techniques and options that can be used with communication plans. The importance of evaluation in public relations theory is a key theme throughout the course material.

Learning objectives

  • Discuss the role and importance of research and evaluation in the modern practice of public relations.
  • Use research knowledge and skills to systematically collect and objectively analyze data in your practice of public relations.
  • Identify the various components of public relations that are typically measured and evaluated.
  • Explain the importance of researching audiences/publics, messages, communication channels and relationships by considering these aspects in the development of a research plan.
  • Demonstrate your understanding of the importance of secondary research and its methods by completing a secondary research project.
  • Use knowledge of qualitative research to conduct secondary research.
  • Use knowledge of quantitative research concepts including research design, to evaluate critically research conducted by others.
  • Use critical analysis to evaluate survey instrument questions.
  • Be able to plan, implement and report on public relations and communication audits.
  • Apply your understanding of the concepts of data analysis techniques including univariate analysis, testing relationships between and among variables and testing for causation and change to a critique of public relations research.
  • Manage the public relations research process including planning, budgeting, reporting, purchasing research services and considering ethical implications in practice when planning research in practice.

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Info you should know:

Continuing Studies statement on use of educational technology

This course will require the use of education technology such as internet-based applications, cloud services and social media. In order to complete this course you will be required to either consent to the disclosure of your personal information outside of Canada to enable use of these technologies, or work with the instructor to use other privacy protective options (such as using an alias or nickname).