Research in PR 2700-M-DM-D4BAPR-PRM
Opis w j. Angielskim
1. Planning and conducting research project
2. Research methods and techniques used in PR
3. Secondary data analysis
4. Desk research
5. Content analysis
6. Quantitative data analysis
7. Survey
8. Case study
9. Other methods used in PR - observation, in-depth interviews, focus group interviews, psychophysiological measurement, experiment, comparative historical research.
10. Research in planning PR strategy
11. PR evaluation
12. PR research in Poland - market landscape
13. Ethical problems in PR research
14. Challenges for PR research
15. New trends
Type of course
Course coordinators
Learning outcomes
After completing the course, students:
KNOWLEDGE:
- Know research methods are used in PR
- Know the principles of planning measurable PR strategy
- Know how to evaluate the effects of PR activities
SKILLS:
- Conduct a study desk research
- Choose a research method appropriate for common tasks in PR
- Design a measurable strategy for PR activities
OTHER COMPETENCES:
- Carry out a quantitative content analysis at the basic level
- Analyze quantitative data and draw conclusions
- Compare the offers of different providers of research tools
Assessment criteria
Attendance (40 percent), group tasks (60 percent). Groups can choose one of the following tasks:
a) desk research
b) quantitative data analysis
c) content analysis
d) measurable PR strategy
Practical placement
lack-of
Bibliography
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Term 2023L:
None |
Term 2024L:
None |
Additional information
Additional information (registration calendar, class conductors, localization and schedules of classes), might be available in the USOSweb system: