Applied Media and Audience Research

Catalog description

The advertising and public relations industry had become more data driven than ever, and the tools for measurement of campaign success is a required skill for the professionals. This course teaches applied research skills utilized by Advertising and Public Relations specialists, including formative and evaluative research. At the end or the semester, students will be able to design and implement qualitative and quantitative research such as focus group, survey, gaze tracking, A-B testing, and interpret data obtained from primary and secondary research including interview scripts, descriptive statistics, and data analytics.