Course ID: | ADPR 3130. 3 hours. |
Course Title: | Advertising Research |
Course Description: | Advertising and public relations techniques in strategic planning, message development, and the measuring of the effectiveness of advertising and public relations campaigns. Emphasis on concepts of consumer and stakeholder behavior, objective setting, and measurement of advertising and public relations efforts. |
Oasis Title: | Advertising Research |
Duplicate Credit: | Not open to students with credit in ADPR 3510, ADPR 3510E, ADPR 3400, ADPR 3400E |
Prerequisite: | (ADPR 3100 or ADPR 3100H) and (STAT 2000 or STAT 2000E or STAT 4210 or MSIT 3000 or MSIT 3000E or MSIT 3000H or BUSN 3000 or BUSN 3000E or BUSN 3000H) and permission of department |
Semester Course Offered: | Offered fall and spring semester every year. |
Grading System: | A-F (Traditional) |
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Course Objectives: | Advertising and consumer research help provide information for advertisers and
advertising agencies to understand their product, target audience and the factors
which influence advertising better to help them in making advertising decisions.
This course is designed to introduce you to the topic of research on two levels:
practice and theory. Practice deals with the role of advertising research in
advertising planning and procedures for measurement, data gathering and data
analysis. The theory aspect of the course will consider several theories of
attitude change and persuasion, which either explicitly or implicitly guide
advertising research practice and applications.
This course is designed to give you hands on experience working with an actual
consumer research situation. You will participate in the development of an
advertising research project during the semester. This will give you the opportunity
to practice the principles learned in class. The research project will include
conducting and summarizing secondary research, defining the advertising and research
problems, designing a study, planning the data analysis, collecting and analyzing
the data, interpreting the results and presenting the results/conclusions.
By the end of the course, students should have the skills to:
1. define and describe basic advertising research principles, methods and
techniques;
2. apply these principles, methods and techniques to current advertising
practices and
3. analyze a product s advertising and specific consumer segment using the
principles, methods and techniques presented in class.
4. And, advancing your problem solving skills, creative thinking, independent
thinking and ability to work on your own to solve advertising issues. |
Topical Outline: | Segmentation
Nature & Process of Advertising Research/Account Planning
Ethics of Advanced Research
Secondary Research
Primary Research (Observation, Survey, Physiological)
Experimentation
Sampling
Qualitative Research (Focus Groups & in-depth interviews)
Analysis of Qualitative Research
Measurement in Quantitative Research
Question Development
Questionnaire Design
Descriptive Analysis of Quantitative Data
Inferential Analysis of Quantitative Data
SPSS Lab (statistical software)
Communicating Research/Insights
Insight at work |