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Research Methods in AD/PR

This course covers the various research methods used in the field of Advertising and Public Relations Communication. Topics include different research cultures, types of research, research processes, and examples of research in the field. Students will also be tasked with formulating their own research questions related to the field.

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Research Methods in AD/PR

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  1. Research Methods in AD/PR COMM 420 Section 8 Tuesday / Thursday 3:35 pm – 5:30 143 Stuckeman

  2. Changes in the syllabus • RATs  exams • Class Schedules • Please keep the new version of the syllabus.

  3. Three research cultures • Physical sciences: study of physical and natural world (e.g. physics, chemistry, and biology) • Humanities: creative work (e.g. music, art and literature) • Social sciences: study of human behavior (anthropology, psychology, and sociology)

  4. Communication • Communication is a social science. But it overlaps, in part, each of the three research cultures. (p.22 Figure 1.3) • Communication research focuses on studies of communication behavior.

  5. 2007 Fall_COMM 420_Week 1(1) @ NY Definition • “Communication research is a process by which we answer questions and try to draw conclusions from information gathered about message-related behavior.”

  6. 2007 Fall_COMM 420_Week 1(1) @ NY Types of Research--1 • Basic Research • Researchers hope to make useful contributions though there is no immediate economic payoff. Most things we call “pure” scientific research fall into this categories. • The purpose of basic communication research is to increase our knowledge about communication phenomena by testing, refining and elaborating theory.

  7. 2007 Fall_COMM 420_Week 1(1) @ NY Types of Research--2 • Applied Research • Providing answers to practical questions. • Does the liking of the celebrity in a commercial have any impacts on costumers’ liking of the brand? • Examples of applied research (additional readings) • Methods of two types of research are identical.

  8. 2007 Fall_COMM 420_Week 1(1) @ NY Research process (additional readings) •  Raise Question •  Do we already have answers to that question? •  If not  collect evidence •  Analyze the evidence •  Draw conclusions based on the evidence

  9. 2007 Fall_COMM 420_Week 1(1) @ NY From scholars “I find social science research incredibly absorbing, exciting, and rewarding. It's both analytic and creative at the same time. It's the chance to play detective; to explore all of those ‘what if’ and ‘I wonder why’ questions. ” -- Dr. Mary Beth Oliver

  10. 2007 Fall_COMM 420_Week 1(1) @ NY Asking Questions in AD/PR research • Definition (What is it?) • What is the definition of TV commercials? • Value (Is it good or bad?) • Is it ethical to broadcast commercials of candy on Saturday morning when children under the age of 7 are predictably watching TV at that time? • Policy • Should TV commercials of candy be regulated? How it can be regulated? • Facts (What are the situations?) • For children under the age of 7, what is the relationship between watching candy commercials and their actual consumption of candy?

  11. 2007 Fall_COMM 420_Week 1(1) @ NY Examples of Research • 1: Branding • 2: Race and Comedy • 3: Facebook

  12. 2007 Fall_COMM 420_Week 1(1) @ NY Thinking about your own research question! Assignment #1 Post a question on ANGEL discussion board in the format of For__POPULATION__, what is the relationship between __A__ and __B__? e.g. For people under 25, what is the relationships between the types of music they like and their level of attractiveness? • Your Question needs to be related to AD/PR or at least associated to communication. • The assignment is due before next Tuesday (9/4) noon. You are welcome to review/comment on other’s questions.

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