This course is an introduction to practical methods of qualitative research in public relations, advertising, and corporate communications. We will focus on three approaches to qualitative research: focus groups, in-depth interviews, and ethnographic studies. Through readings, discussion, guest lectures, and practical exercises, students will acquire a basic understanding of qualitative information-gathering techniques used in the development, execution, and evaluation of communications programs. They will apply this understanding to the real-world challenges of the organization of their choice, or to a nonprofit organization.

At the conclusion of this course, students will have developed proficiency in the ethical methods of collection, interpretation, and analysis of qualitative data, as well as the writing of qualitative research reports.