MPC 6700 - Research Methods for Professional Communication

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Communication must be measured in order to evaluate its effectiveness, to refine and improve results, and to demonstrate value to an organization. This course reviews methods available to professional communicators to measure and evaluate research regarding the performance of a particular communication medium or an integrated communication campaign. Students receive instruction on commonly used professional research methodologies such as focus groups, surveys, usability studies and test-and-control methods to learn how to run studies on a “shoestring budget.” For projects with research budgets, students learn what to look for when hiring a research firm and how to evaluate and implement the research findings.