Advertising & Public Relations Research Methods
Prerequisites: Restricted to MS in Digital Advertising Students.
This course empowers students with the essential skills to conduct and evaluate business research, a critical component of informed decision-making in today's dynamic market environment. Students will master a diverse array of research methodologies and techniques, learning to design and execute professional-grade projects, analyze complex market dynamics, and utilize both qualitative and quantitative methods. By the course's conclusion, participants will be adept at conducting rigorous, actionable research tailored to specific business objectives, as well as critically assessing the validity and applicability of existing studies. Through hands-on projects and interactive learning experiences, students will develop the analytical prowess to transform raw data into strategic assets, cultivating a research mindset that is indispensable for driving business growth, innovation, and evidence-based decision-making in the modern, data-driven business world.
Outcomes: Understand market research basics and importance; Develop research objectives and questions; Distinguish research types: exploratory, descriptive, causal; Create research plans/proposals; Conduct secondary research effectively; Perform qualitative primary research (focus groups, observation, mystery shopping); Develop effective surveys; Apply proper sampling techniques; Implement various survey distribution methods; Organize data and perform statistical analysis; Communicate research results through appropriate reporting tools; Create comprehensive primary research reports.
This course empowers students with the essential skills to conduct and evaluate business research, a critical component of informed decision-making in today's dynamic market environment. Students will master a diverse array of research methodologies and techniques, learning to design and execute professional-grade projects, analyze complex market dynamics, and utilize both qualitative and quantitative methods. By the course's conclusion, participants will be adept at conducting rigorous, actionable research tailored to specific business objectives, as well as critically assessing the validity and applicability of existing studies. Through hands-on projects and interactive learning experiences, students will develop the analytical prowess to transform raw data into strategic assets, cultivating a research mindset that is indispensable for driving business growth, innovation, and evidence-based decision-making in the modern, data-driven business world.
Outcomes: Understand market research basics and importance; Develop research objectives and questions; Distinguish research types: exploratory, descriptive, causal; Create research plans/proposals; Conduct secondary research effectively; Perform qualitative primary research (focus groups, observation, mystery shopping); Develop effective surveys; Apply proper sampling techniques; Implement various survey distribution methods; Organize data and perform statistical analysis; Communicate research results through appropriate reporting tools; Create comprehensive primary research reports.