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This course provides students with an understanding or key issues considered critical to conducting public relations and social research. In addition it facilitates the development of knowledge and skills required to embark on and manage public relations research. The ability to conduct and manage public relations research is regarded as crucial for public relations graduates in the current environment. This course advances public relations skills and knowledge acquired in prior public relations courses.

Public relations research projects require variously a range of methods, both qualitative and quantitative. The researcher needs to be able to identify a research problem, decide on research objectives and select appropriate method/s to carry out the research. This course examines, from both practical and critical perspectives, a range of qualitative and quantitative research methods relevant to professional needs in the public relations field. These methods include focus groups, content analysis, in-depth interview and survey methods.

On successful completion of this course students should be able to:

1. explain the significance of research in public relations in relation to wider social, political and professional considerations;
2. conduct public relations archival research and literature review and thereby demonstrate advanced research and information literacy skills;
3. evaluate qualitative and quantitative research data, in the context of public relations and methodological conventions;
4. understand and apply concepts and processes related to quality assurance in the conduct of different types of public relations research;
5. understand key ethical issues associated with public relations research and apply processes required to meet accepted ethical standards;
6. produce assessment work that adheres to disciplinary and professional standards and conventions.