COMM420 Research Methods in Advertising and Public Relations

Course description

Advertising and public relations practice involves using research to make decisions – often big decisions with big price tags. This course provides students with the tools to outline, execute and evaluate mass media research. The primary focus is on using research for advertising and public relations program and campaign management—planning, monitoring and evaluating. You will learn the most important research methods used in the field – content analysis, focus groups, in-depth interviews, surveys, and experiments – and gain experience with the statistical and textual analysis methods most often used to analyze results.

Course objectives

By the end of this semester, students will be able to:

1. Demonstrate an understanding of the diversity of audiences in relationship to communications;
2. Understand concepts and apply theories in the use and presentation of images and information;
3. Demonstrate an understanding of professional ethical principles and work ethically;
4. Think critically, creatively and independently;
5. Conduct research and evaluate information by methods appropriate to the communications professions in which they work;
6. Write correctly and clearly;
7. Apply basic numerical and statistical concepts;
8. Apply tools and technologies commonly used in communications practices;
9. Know the difference between primary and secondary research, and their uses;
10. Develop a primary research project including research objectives, sample justification, data collection, data analysis, and data interpretation;
11. Use statistical software (e.g., SPSS) to analyze data;
12. Present both secondary and primary research in a comprehensive, well-organized report.

Syllabus & Lecture Slides

VIEW SYLLABUS

Theory Module: Measurement Slides

Survey Module: Qualtrics Tutorial Slides