In practice, communication professionals need research to develop their strategic plans, task creativity and advices to the management. This course is based on the concepts of qualitative communication research methods and their applications to the study of public relations, advertising and branding. This course will help students develop the problem-solving skills through practices in qualitative communication research design, implementation, analysis, and reporting of these results to clients for understanding of stakeholder behaviours and media consumption, designing communication strategies, or testing creative concepts. This course prepares final-year students develop qualitative research skills for their honours projects and communication projects upon graduation.