The profession of corporate communication is increasingly data driven (e.g. big data), however the methodologies with which this data is collected and analysed remain often inexplicit and data is taken rather non-critically as a fact. This course provides the methodological skills and tools helping a) to understand and critically reflect upon existing data and research, and b) to design and carry out research independently.
The course will propose an overview on the research process and outline how to reflectively move between the definition of a research question, the design of a study, data analysis, and reporting. First, it provides a generic understanding of the quantitative and qualitative methods most commonly used in business research today, such as survey, focus group, and interview-based studies. It then draws particular attention to communication sensitive methods, which will be discussed in light of real-life contexts specific to corporate communication.
The course is designed to instill continuous dialogue between class and group work. Whilst the interactive lectures provide an overview of an extensive palette of relevant research methods, the group work allows for deepening one’s skills of particular methods and experience their values and practical challenges when carrying them out in practice.
Easterby-Smith, M., Thorpe, R., & Jackson, P. R. (2012). Management research. Sage.