|Media Research Methods|
|MEDIA RES METH|
|CLASS CODE:||COMM 339||CREDITS: 3|
|DIVISION:||BUSINESS & COMMUNICATION|
|GENERAL EDUCATION:||This course does not fulfill a General Education requirement.|
|CATALOG DESCRIPTION:||Development and execution of comprehensive strategic advertising research program, including data sources, design of questionnaires, data collection, field investigation, audience analysis (including focus groups) and surveying, and strategy development.|
|DESCRIPTION:||This course will discuss the development of mass media research during the past several decades and the methods used to collect and analyze information. It will also demonstrate the development and execution of comprehensive strategic advertising research program, including data sources, design of questionnaires, data collection, field investigation, audience analysis (including focus groups) and surveying, and strategy development.|
|TOPICS:||Each student will be involved in designing a research study. The process will include: Defining objectives and setting parameters of the research; Choosing data sources; Designing data collection procedures; Defining how you will analyze the data; and Articulating how you will present the results.|
|OBJECTIVES:||Upon completion of this course, the student will: Understand basic research methodologies with emphasis on the research process, design and data collection; Apply communication research methods to theories in the communication fields of advertising and public relations; and, Understand statistical procedures and research methods in new media environments.|
|REQUIREMENTS:||The above objectives will be demonstrated through satisfactory performance on assigned tests, writing assignments, projects, and through participation in class discussions. Expectations and grading criteria for each assignment will be explained well in advance of assignment due dates.
The textbook includes exercises within and at the end of several chapers from which your assignments may come. Students may be asked to complete assignments utilizing "Infotrac." Your textbook has a passcode for students to utilize free of charge. Several assignments not included in the textbook will also be required of the student. The instructor will provide copies of these assignments to the student or provide them on Blackboard. Occasionally, you will be asked to discuss the exercise with an in-class study group. You will write your answers to the questions and submit to the instructor on the date shown on the course schedule.
A student's grade will be determined by a combination of the test scores, assignments, and research design project as follows: Test and quiz scores, 45%; Assignments, 45%; Research Design, 10%.
|PREREQUISITES:||COMM 230 or COMM 235|
|EFFECTIVE DATE:||August 2002|