Prerequisite(s): STCM 233. The purpose of this course is to familiarize public relations majors with effective social science investigation/research methods used to diagnose and solve communication problems, to identify measurable objectives, to inform strategic planning and message development, and to perform program evaluations in order to optimize organizational decision making and improve effectiveness for communication strategies. This course will cover the following main topics: major research approaches, research ethics, formulating research questions and testing hypotheses, conceptual and operational definitions, measurement, sampling, research design, interpretations of qualitative findings, SPSS data analysis, and report writing. Equivalent course CMST 330 effective through Summer 2021.