This course builds on the introductory courses
on communication research taken earlier by the participants. Therefore, it
takes students through the application of major research concepts and processes
to the specific fields of Advertising and Public Relations. These include
application of quantitative and qualitative research methodologies in
advertising and public relations contexts; budgeting, copy, and media research.
This course will also examine the types of research carried out for Public
Relations such as opinion research, desk research, and informal research
methods in the evaluation of Public Relations programmes.