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Course ID: | ADPR 3400. 3 hours. | Course Title: | ADPR Research: Insights and Analytics | Course Description: | Basic social science research methods course. The goal is to
provide a critical framework for evaluating social science
research and experience conducting ADPR research. Students will
learn how to select an appropriate research technique, conduct
and supervise research, analyze and interpret data, and write
research reports. | Oasis Title: | Insights and Analytics | Duplicate Credit: | Not open to students with credit in ADPR 3130, ADPR 3510, ADPR 3510E, ADPR 3400E | Prerequisite: | (ADPR 3100 or ADPR 3100H or ADPR 3850 or ADPR 3850H) and (STAT 2000 or STAT 2000E or STAT 2100H or STAT 4210 or MSIT 3000 or MSIT 3000H or MSIT 3000E or BUSN 3000 or BUSN 3000E or BUSN 3000H or MSIT 3001 or BUSN 3001) and permission of department | Semester Course Offered: | Offered fall and spring semester every year. | Grading System: | A-F (Traditional) |
| Course Objectives: | The overall objective for this course is to develop effective
research skills for application in advertising and public
relations contexts. At the conclusion of this course, students
will be able to:
- Understand the goals of research and the basic research process
- Understand the key decisions that are made during the research
process
- Apply a range of research methods to analyze and design
research studies
- Develop appropriate measures for different research techniques
- Draw an appropriate sample and understand the strengths and
limitations of different sampling approaches
- Conduct and supervise a data collection
- Clean and analyze data
- Interpret results and turn those results into actionable
advice for clients
- Use Microsoft Excel for basic quantitative analysis and
visualization
- Appreciate the strengths and limitations of a host of
qualitative and quantitative research techniques
- Critically judge with confidence the value of research
conducted by others | Topical Outline: | - Formalizing hypotheses and research questions grounded in
theory
- Ethics in advertising and public relations research
- Testing hypotheses and research questions
- Conceptual and operational definitions
- Reliability and validity
- Measurement, sampling, and research design
- Analysis and interpretation of qualitative data
- Analysis and interpretation of quantitative data
- Social media listening and analytics
- Google analytics
- Report writing
- Data presentation | |
Syllabus:
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