This course provides students with the knowledge to outline, execute and evaluate the basics of social science research in mass media. The primary focus centers on utilizing research methods for planning, monitoring and evaluating advertising and public relations program/campaign management. Students will acquire the most important and relevant research methods used in the field – content analysis, focus groups, in-depth interviews, surveys and experiments – along with the related topics on research design, measurement, sampling, data analysis, and research report writing. Students will also gain experience with the statistical analysis tool (SPSS) most often used to analyze data for research.

Main Goals: Understand concepts and apply theories in the use and presentation of images and information; Understand and practice professional ethical principles of research in workplaces; Think critically, creatively and independently; Conduct research and evaluate information by methods appropriate to the communications professions in which they work; Write, report and present research correctly and clearly in a comprehensive, well-organized way; Develop and execute a primary research project including research objectives, sample justification, research design, data collection, data analysis, and data interpretation; Apply basic numerical and statistical concepts and software; Use SPSS to analyze data; Appreciate opportunities to engage in both individual- and group-learning practices.

Syllabus COMM420 Research Methods in AD & PR