APRD 3003 - Strat Com Research Methods

Course Description:

For any communications professional, a fundamental part of your job is to understand the target consumer. Without deep insight into consumer perceptions and behavior communication efforts can be misguided and counter-productive. In this course you will learn the various ways in which to collect and analyze consumer information and data. You will be introduced to the strengths and weaknesses of various research methodologies and learn how to think critically about the application of consumer insight to communications challenges.

Students will get hands-on experience using quantitative and qualitative tools to solve real world brand problems.

Course Objectives:

  • Become familiar with the most commonly used methods in the field of strategic communications research including secondary research, qualitative research and quantitative research.

  • Understand when and how to apply these different methods in the development of creative strategies.

  • Think critically about the use of research in the development of creative communications – understand the value and limitations of the various methodologies.

  • Develop a strategic recommendation on the assigned marketing problem, grounded in the insights uncovered in your research.

Learning Outcomes:

  • Articulate effective research questions

  • Design appropriate research programs to explore strategic business questions

  • Execute quantitative and qualitative research studies and analyze findings

  • Report and present research findings and implications

Project Description:
We spent the semester conducting primary and secondary research for Nando's.  Our focus through the research was to determine if a Nando's would be successful restaurant in Boulder, Colorado.  We also focused our research on where we would locate it to generate the most revenue.  This project taught me the importance of focus groups, and surveys.  It also taught me that it is important to determine your target market before conducting your primary research.  The document attached is my final presentation and recommendation for Nando's.