COM224 Communication Research Strategies (8)


This subject explores research methods commonly used in advertising and public relations. The subject covers foundational principles and concepts in communication research and methods, and techniques and analysis used to address contemporary industry research issues and problems. Students are required to plan, propose, implement and report a research project.

+ Subject Availability Modes and Location

Session 2
InternalBathurst Campus
Continuing students should consult the SAL for current offering details: COM224
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Communication and Creative Industries

Assumed Knowledge

COM116 or ADV104

Enrolment restrictions

Incompatible subject(s)

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to demonstrate understanding of important research concepts such as qualitative and quantitative, primary and secondary resources , ethics, reliability and validity
  • be able to evaluate strengths and weaknesses in different methodological approaches for different advertising and public relations research problems
  • be able to apply technical and procedural considerations of at least one method approach commonly used in advertising or public relations
  • be able to propose, conduct and report a research project in advertising or public relations
  • be able to work effectively in a team


The subject will cover the following topics:
  • Defining problems and planning research
  • Commonly used research strategies in advertising and public relations
  • Important concepts and assumptions in advertising and public relations research
  • Strategies for analysing data
  • Conducting research in the field
  • Team work strategies


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.