Information Package
baskent.edu.tr

Master's of Public Relations and Publicity with Thesis

PRP541

RESEARCH METHODS IN PUBLIC RELATIONS

Course Code
PRP541
Semester
Third Term (Fall)
Theory+Practice
3 + 0
ECTS
10
Course TypeCompulsory Course
Course LevelMaster's Degree With Thesis
Year of Study2
SemesterThird Term (Fall)
ECTS10
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Demonstrate knowledge of methodological approaches in the social sciences and their implications for public relations research.
  2. Understand the fundamental characteristics and limitations of quantitative and qualitative research methods employed in public relations.
  3. Are able to design public relations research problems in accordance with appropriate research methodologies and ethical principles.
Mode of DeliveryFace to face
PrerequisitesYes(PRP504)
Recommended Optional Programme Components
Course DescriptionThis course examines the scientific and methodological foundations of public relations research, with particular emphasis on the major paradigms, theories, and research approaches that shape the field. It explores the application of quantitative and qualitative research methods in public relations scholarship and practice, while also highlighting the importance of research ethics in the design, conduct, and dissemination of research.
Course Contents
WEEK TOPICS
1st Week Introduction to Course
2nd Week What is Science?
3rd Week Philosophy of Social Science I
4th Week Philosophy of Social Science II
5th Week Methods in Social Sciences: Epistemology, Ontology, and Methodology I
6th Week Methods in Social Sciences: Epistemology, Ontology, and Methodology II
7th Week Paradigms and Theories in Public Relations I
8th Week Paradigms and Theories in Public Relations II
9th Week Quantitative Research Methods in Public Relations I
10th Week Quantitative Research Methods in Public Relations II
11th Week Qualitative Research Methods in Public Relations I
12th Week Qualitative Research Methods in Public Relations II
13th Week Research Ethics
14th Week General Evaluation
Recommended or Required ReadingRühl, M. (2009). Public relations methodology: Should we bother (if it exists)?. In Public Relations Metrics (pp. 37-51). Routledge.
Huang, Y. H. C., & Zhang, Y. (2013). Revisiting organization?public relations research over the past decade: Theoretical concepts, measures, methodologies and challenges. Public Relations Review, 39(1), 85-87.
Walker, G. (2006). Sense-making methodology: A theory of method for public relations. Public relations theory II, 393-414.
Cutler, A. (2004). Methodical failure: The use of case study method by public relations researchers. Public relations review, 30(3), 365-375.
Hou, J. Z. (2025). Storytelling as methodology: Intersecting multicultural voices to decolonise public relations. Public Relations Inquiry, 14(3), 265-286.
Stacks, D. W. (2016). Primer of public relations research. Guilford Publications.
Daymon, C., & Holloway, I. (2010). Qualitative research methods in public relations and marketing communications. Routledge.
Baines, P., Egan, J., & Jefkins, F. W. (2004). Public Relations: Contemporary issues and techniques. Routledge.
Heath, R. L., & Vasquez, G. M. (Eds.). (2001). Handbook of public relations. Sage.
Heath, R. L. (Ed.). (2013). Encyclopedia of public relations. Sage Publications.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Case Study
  • Questions/Answers
  • Presentation
  • Discussion
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 50
Total(%) 50
Contribution of In-term Studies to Overall Grade(%) 50
Contribution of Final Examination to Overall Grade(%) 50
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 2 2
Preparation for Quiz
Individual or group work
Preparation for Final exam 1 55 55
Course hours 14 3 42
Preparation for Midterm exam 1 55 55
Laboratory (including preparation)
Final exam 1 2 2
Homework
Total Work Load156
Total Work Load / 30 (h)5.2
ECTS Credit of the Course10
Language of InstructionTurkish
Work Placement(s)No

Programme Qualifications / Learning Outcomes

LO1 LO2 LO3
K1
K2
K3
K4
K5
K6
K7
K8
K9
K10
K11
K12
K13
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K17
K18
K19
K20
K21
K22
K23
K24