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Media Research Methods
MEDIA RES METH
CLASS CODE: COMM 337 CREDITS:  3
DIVISION: BUSINESS & COMMUNICATION
DEPARTMENT: COMMUNICATION
GENERAL EDUCATION: This course does not fulfill a General Education requirement.

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.
TAUGHT: Winter, Summer, Fall
CONTENT AND TOPICS: 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.
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.
GOALS AND OBJECTIVES: Understand basic research methodologies with emphasis on the research process, design and data collection. Be able to apply communication research methods to theories in the communication fields of advertising, public relations, and mass media. Have a basic knowledge of research design. Understand statistical procedures and research methods in new media environments.
REQUIREMENTS: Tests, peer evaluations, case studies, design examples, design assessment, statistical analysis, readings, research, and research methods, demonstrations, lecture, PowerPoint, videos, projects, final project, and project evaluations.
PREREQUISITES: COMM 230 or COMM 235.
OTHER:
EFFECTIVE DATE: May 2004