Measurement and Analytics Certificate Program Module 6: Best Practices for Research Methodology

Course Duration: Approx. 6 hours
Module Duration: Approx. 45–60 minutes

Note: The prices below are for this course module only. The price of the entire course is $975 for PRSA members and $1,225 for nonmembers.
Full Price: $245
Members: $195

Category: Measurement & ROI

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communication planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

All the preceding modules focus primarily on the “what” to measure. Many of the case studies included use a variety of research and measurement techniques. This final module provides best practices to follow and pitfalls to avoid when using the most common research methods — the “how” of evaluating success. The two methodologies we’ll be covering will be focus groups and surveys.

By the end of this module, participants will be able to:

  • Identify how many focus groups and interviews might be needed for a useful qualitative research project, and the pros and cons of different selection methods.
  • Practice techniques in facilitating focus groups, such as setting expectations, developing open-ended questions, encouraging quiet participants, taking notes in a way that results in easier analysis, and presenting qualitative results visually.
  • Determine when to survey everyone in your audience or a random sample and being able to understand what the resulting margin will mean in interpreting results.
  • Write more effective survey questions that avoid the most common mistakes made in wording and use of response scales.
  • Analyze data by simplifying and consolidating to find the stories behind the numbers.
  • Present survey data in visually understandable ways.


Participants with the APR credential earn 1.0 APR Maintenance Credit for completing this online course module.