Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating research objectives, selection of appropriate research technique(s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined.

Introduces students to applied research as a decision making tool for the integrated communications professional. Students acquire basic skills in: identification of information needs, stating research objectives, selection of appropriate research technique(s), sample selection, questionnaire design, analysis procedures, report writing, and budget management. Topics prepare students to conduct small scale survey research and to buy and evaluate studies from custom and/or syndicated research suppliers. Legal and ethical issues are also examined.