Course Description for Advertising Research Methods
Advertising Research Methods
Prerequisite: ADV 3008 and MMC 1004 and MMC 3105 and MMC 3614
Description: This case-based course involves the acquisition, evaluation, and analysis of information for advertising and marketing decisions. Primary and secondary research projects are designed, executed, analyzed and presented by students. Emphasis is given to six primary areas: understanding the scientific method for answering brand- and marketing communications-based questions;
developing explicit and measurable research objectives; developing adequate research plans to solve those objectives; selecting and implementing appropriate methodologies to answer the questions proposed by the objectives, analyzing data; and preparing the reports that communicate the results of the research.
Course Fees: $10