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|Offered at:||(B, X)|
|Unit chair:||N Weerakkody|
N Weerakkody (Stream B Coordinator), S McDonald (Stream A Coordinator)
ALC632, ALR632, and ALX701
Online teaching methods require internet access. Please refer to the most current computer specifications.
Stream A is recommended for students enrolled in the Graduate Certificate and Graduate Diploma programs in Public Relations, who wish to obtain an overview of the social research methods and their applications in everyday professional practices in Public Relations.
Stream B prepares students for management roles, independent research and future higher degree by research studies such as MA or PhD. Stream B is a pre-requisite for ALX715 Research Project A, ALX716 Research Project B, ALX720 Minor Research Project and ALX711 Research Project.
This unit will be offered in two streams to suit the needs of those enrolled in different disciplinary areas such as Media and Communication, Journalism, Public Relations, Professional Writing and Advertising; and their future academic and professional goals in doctoral study, research, policy making, management and professional practice.
The unit will cover the applications of social science research methods to Public Relations. This includes defining methodological problems or issues to be addressed. Students will study developing the research plan; qualitative and quantitative methods; primary and secondary research, deciding on the population, sampling techniques; and collecting the information, interview strategy and techniques; approaches to fieldwork, analysis of results, presenting the findings and research ethics. A key focus will be on applying research techniques for communication programs and campaigns, including their development, implementation, monitoring and final evaluation.
This unit covers the research process from choosing a research topic to writing a scholarly or non-scholarly report. It will examine in-depth the quantitative (surveys, content analysis); qualitative (depth interviews, focus groups, field studies); and other (case studies, historical analysis) research methods commonly used in studying media messages, audiences and industries. It discusses selecting a suitable theoretical framework for a project, searching for and reviewing the relevant research literature, research design, ethics, sampling, measurement, data collection, analysis, and interpretation of results. It also introduces students to the use of computer software such as SPSS and NVivo for data analysis.
The unit also examines how these research methods are applied in the everyday professional practices of Media Production, Journalism, Advertising, Professional Writing and Public Relations and how research findings are used in the policy or decision making and professional practices related to these disciplines. It provides a strong foundation for students aiming for Masters and Doctoral level study in the future and/or careers in media production, research, policy making and management.
One assignment 2000 words 40%, one assignment 3000 words 60%
Analytical essay 2000 words 40%, simulated research proposal 2500 words 50%, data analysis exercise 500 words 10%.
Unit Fee Information
|Student Contribution Rate*||Student Contribution Rate**||Fee rate - Domestic Students||Fee rate - International students|
* Rate for all CSP students, except for those who commenced Education and Nursing units pre 2010
** Rate for CSP students who commenced Education and Nursing units pre 2010
Please note: Unit fees listed do not apply to Deakin Prime students.