Course Description
This course introduces the foundational principles of quantitative social scientific research that underpin research in fields such as public relations, marketing, user experience, community engagement, and public opinion. Students will learn how to conceptualize and measure variables, design surveys and experiments, analyze quantitative data, and critically evaluate empirical evidence, with particular attention to causal inference—how researchers assess whether and how one factor influences another. A central component of the course is a hands-on research project in which each student develops and conducts a minimalist, three-variable study using an online survey or survey experiment, guided by their own interests or career goals. Students will collect and analyze original data and present their findings in a structured research report. Through this process, they will develop practical research skills and the methodological literacy needed to conduct and critically evaluate empirical research that informs professional decision-making.
University of Washington
Department of Communication