Strategic Communications Research will examine the full spead of research methods used in the profession. Topics will include measuring outcomes, qualitative research methodology, including historical and secondary research, and observing people. It will also involve quantitative methods such as sampling messages, survey and poll methods, experimental method, along with statistical reasoning and computer analysis. It will examine the use of focus groups. The research component will provide the basis for effective strategic communications planning and evaluation. Students will be able to develop a fully integrated campaign with goals, objectives, startegies and tactics and round off the exercise with proper evaluation of these campaigns.

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