Module Details

Module Code: RESA B8011
Full Title: Action Research & Project Planning
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction: 
Duration: 1 Semester
Credits:: 5
Module Owner:: Eileen Murphy
Departments: Unknown
Module Description: This is a preparatory module for the PR degree capstone project in semester 8. The student will be introduced to action research and to a variety of appropriate research methods with a view to applying some of these into their Action Research proposal to be executed the following semester.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Assess and evaluate the relevant literature in their research area
MLO2 Analyse appropriate research methods
MLO3 Identify an appropriate research outlet for their work.
MLO4 Create a coherent research proposal
MLO5 Argue for and defend (justify) their selected research project, the methodologies chosen, evaluating its relevance in the context of the research aim as stated in the Proposal.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
55283 RESA B8011 Action Research & Project Planning
 
Module Indicative Content
What is action research?
Fundamental Principles of Action Research
Conducting Action research on PR practice
How to conduct meaningful Action research
Writing a literature review
How to write a literature review
Qualitative research methods
Introduction to relevant qualitative research methods for the PR project
the qualitative research interview
How to conduct a qualitative interview
Conducting focus groups
How to conduct an effective focus group
Qualitative content analysis
The important of qualitative content analysis in PR research
Writing the research project
Writing a quality research project
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full Time On Campus

Course Work
Assessment Type Written Report % of Total Mark 60
Marks Out Of 100 Pass Mark 40
Timing End-of-Semester Learning Outcome 1,3
Duration in minutes 0
Assessment Description
Working in groups, students write a situation analysis of their chosen client organisation, including PR objectives for the campaign they intend to execute in semester 8.
Assessment Type Presentation % of Total Mark 40
Marks Out Of 100 Pass Mark 40
Timing End-of-Semester Learning Outcome 3,5
Duration in minutes 20
Assessment Description
Each student group gives a 15 minute presentation in front of a panel drawn up of lecturers on the PR programme, where they outline and defend the client organisation chosen, the research methods they used to carry out a situation analysis and the campaign objectives which form the conclusion of their research.
No Project
No Practical
No Final Examination

Part Time On Campus

Course Work
Assessment Type Written Report % of Total Mark 60
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
Working in groups, students write a situation analysis of their chosen client organisation, including PR objectives for the campaign they intend to execute in semester 8.
Assessment Type Presentation % of Total Mark 40
Marks Out Of 100 Pass Mark 40
Timing n/a Learning Outcome 3,5
Duration in minutes 20
Assessment Description
Each student group gives a 15 minute presentation in front of a panel drawn up of lecturers on the PR programme, where they outline and defend the client organisation chosen, the research methods they used to carry out a situation analysis and the campaign objectives which form the conclusion of their research.
No Project
No Practical
No Final Examination
Reassessment Requirement
No repeat examination
Reassessment of this module will be offered solely on the basis of coursework and a repeat examination will not be offered.
Reassessment Description
Working in groups, students write a situation analysis of their chosen client organisation, including PR objectives for the campaign they intend to execute in semester 8.

DKIT reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time On Campus
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Tutorial Contact No Description Every Week 1.00 1
Directed Reading Non Contact No Description Every Week 2.00 2
Independent Study Non Contact No Description Every Week 4.00 4
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
This module has no Part Time On Campus workload.
 
Module Resources
Recommended Book Resources
  • Stringer, E. (2014), Action Research, 4th. Sage, [ISBN: 9780761917137].
  • Daymon, C & Holloway, I. (2011), Qualitative Research Methods in Public Relations and Marketing Communications, 2nd. Routledge.
Supplementary Book Resources
  • Watson, T & Noble, P. (2014), Evaluating Public Relations, 3rd. Kogan Page, [ISBN: 9780749468897].
  • Heath, R. (2013), Encyclopedia of Public relations Vol 2, 2nd. Sage, [ISBN: 9781452240794].
This module does not have any article/paper resources
Other Resources