Lesson 3 Overview

 

Introduction

How does an organization assess its reputation? How do companies know which media outlets to use to reach their customers? How do advertising teams identify the best messages to use in their campaigns? The answer to all of these, of course, is research. In this lesson we will talk about the process of conducting research - where to start and how to collect data that can help solve problems that strategic communications professionals encounter as they develop campaigns and communication .

Objectives

Here are the objective for this lesson:

• Recognize the value of research in strategic communication.
• Understand how the scientific method applies to advertising and public relations research.
• Know the differences between qualitative and quantitative research.
• Define key term in research, including: sampling, population, and variables.

Lesson Readings and Activities

By the end of this lesson, please complete the readings and activities listed in the Lesson 3 Course Schedule.