Research Methods for Communication

Course Description

An investigation of fundamentals of applied social science research techniques focusing on communication studies. In the concept of the course, research processes, theory construction and hypothesis development, basic choices in research design including focus group interviews, case studies, survey research and experimentation; sampling design; measurement and instrument design; reliability and validity in measurement, and exploratory and confirmatory factor analysis are examined.

Research Methods for Communication

Evaluation Tools (Active Term)

Course outcomes

No course outcomes have been defined yet.

Course Syllabus

Reference Books & Course Materials

1. 01 Berger, A. A. (2017). Media analysis techniques. Sage Publications.
2. 02 Abu-Bader, S. H. (2021). Using statistical methods in social science research: With a complete SPSS guide. Oxford University Press, USA.
3. 03 Kraiwanit, T., Limna, P., & Siripipatthanakul, S. (2023). NVivo for social sciences and management studies: A systematic review. Advance Knowledge for Executives, 2(3), 1-11.
4. 04 Brennen, B. S. (2021). Qualitative research methods for media studies. routledge.

Learning Outcomes

1. L01 Students will be able to identify, compare, and evaluate different research methodologies. SOLO 2
2. L02 Students will design and execute basic communication research projects, applying appropriate data collection methods, sampling techniques, and ethical considerations. SOLO 4
3. L03 Students will be able to analyze qualitative and quantitative data using relevant tools and methods, and interpret research findings in the context of communication theory and practice. SOLO 4
4. L04 Students will critically assess published communication research, identifying strengths, weaknesses, and the implications of the research findings for theory, practice, and policy. SOLO 5

Program Outcomes

1. P01 Has knowledge of the basic concepts, theory and methods in the field of public relations, advertising, marketing and integrated marketing communications.
2. P02 Has knowledge of the appropriate media planning processes for target audiences in the field of public relations and advertising.
3. P03 Is able to write periodic reports on the activities carried out in the fields of public relations and advertising.
4. P04 Is able to use research and planning methods and techniques related to public relations and advertising.
5. P05 Knows organisational crisis management processes.
6. P06 Knows the media and digital media communication techniques and processes related to the promotion of institutions and organisations.
7. P07 Knows the creation and application of media strategy in the field of public relations and advertising.
8. P08 Has knowledge of legal regulations and ethics related to public relations and advertising.
9. P09 Is able to conduct marketing and consumer behavior research and undertake planning based on this research data.
10. P10 Is able to conduct public relations and advertising campaigns.
11. P11 Is able to use digital media and social media in the fields of public relations and advertising.
12. P12 Has the ability to use current and effective presentation techniques in the field of public relations and advertising.
13. P13 Is able to monitor social developments and changes in the behavior of the target audience and use the information obtained to design public relations and advertising campaigns.
14. P14 Is able to take initiative in solving problems in the fields of public relations and advertising by acting as a responsible individual as well as a team member.
15. P15 Is able to create and implement brand and communication strategies.
16. P16 Is able to analyse consumer behavior in traditional and digital channels of communication using scientific methods and to evaluate the unique dynamics of these channels.
17. P17 Is aware of and acts in accordance with the standards and ethical codes of national and international professional organisations in the fields of public relations and advertising.
18. P18 Can communicate effectively within an international study and work environments.
19. P19 Can apply their learning into practice in real work contexts,

Po-Lo Matrix