Introduces students to scientific inquiry and the basic research techniques of advertising, communication, journalism, and public relations. Uses interdisciplinary approach to explain quantitative and qualitive research methodology and to evaluate different research designs. Emphasizes the importance of the development and exchange of scholarly information as students conduct primary research. This class should be completed before taking 400 level classes in the School of Journalism and Communication. This course is cross-listed with BUAD 497. A student may receive credit for this course from only one program.