This course examines how preliminary research supports the understanding of problems and opportunities and provides direction for further research, as well as how detailed or primary research paves the way to understanding important aspects such as the attitudes and behaviors of publics.
Many issues in corporate communication are intangible and of a processual nature and are thus particularly difficult to grasp. How can we understand and systematically study organizational identities, reputation, internal communication processes or the continuously changing relationship with stakeholders?
This course provides an introduction to methodologies relevant for the communication phenomena we aim to better understand and the types of questions we aim to answer.
It provides an overview on the research process and outline how to move from defining a research question, developing propositions, determining a sample, and collecting and analyzing data. Participants are provided with an overview on the wide palette of methodological approaches and techniques at disposition. This includes both quantitative and qualitative methods and aims at developing an understanding of the most commonly used methods in business today, such as survey, case study and focus group research designs. The course then zooms in on a selection of communication sensitive and innovative methodological approaches such as, for example, narrative methods, discourse analysis, and video-based methods.
By the end of the course, participants will understand how to select the most appropriate method to adopt given the problems, questions, and resources at hand, and how to conduct and/or direct research using that method.
The approach of this course includes a mix of lectures, discussions, activities and simulations