Advanced Quantitative Research Methods

Catalog description

This course is students to get familiar with sophisticated statistical techniques and data analysis procedures in conducting academic research in the field of advertising. The course will cover topics such as experimental design, survey design, regression analysis, moderation analysis, mediation analysis, structural equation modeling, and longitudinal data analysis. Hands-on sessions using statistical software (e.g., SPSS) will be integral, allowing students to gain practical experience with real datasets. The course will culminate in a final project where students will apply learned methods to a research question of their choice, fostering skills in research design, data analysis, and scholarly communication.