ADV.481 - Course Syllabus - Spring 2010

ADV.481 - Course Syllabus - Spring 2010 - ADV481...

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ADV481: Advertising Research Spring 2010 Instructor Patrick T. Vargas Office: 320 Gregory Hall Office Hours: Wednesday, 12:00-2:00pm, or by appointment E-Contact: [email protected] Phone: 333-0325 Mailbox: 103 Gregory Hall Teaching Assistants Sections: Office: Office Hours: E-Contact: Phone: Mailbox: Jenny Yang Friday, 9, 10, 11am 225 Gregory Hall Thurs & Fri, 3:30-5:30pm [email protected] 265-0306 225 Gregory Hall Sangdo Oh Wednesday, 4, 5, 6pm 210 Armory Tues, 10:30-12pm; Wed, 1:30-3:50pm [email protected] 244-0808 103 Gregory Hall Text Basic Marketing Research, 7e . Mason, OH: Thomson South-Western. Course Objectives In this course you will develop an understanding of, and hopefully an appreciation for, basic and applied research as it relates to advertising and consumer behavior. We will focus on three primary types of research methodology: exploratory, descriptive, and causal. The course will also address issues such as when research should and should not be conducted, forming meaningful research questions, figuring out how to answer the questions, presenting the answers to these questions in a clear and compelling manner. Students will not only learn about research methods, they will also practice research first-hand. In small groups you will conduct and write up a pair of complete, original research studies. One of these studies will be descriptive, another experimental (causal). The first, descriptive, portion of this comprehensive research project will include: generating an idea to investigate, conducting a literature review, developing and administering surveys, summarizing and reporting critical information from the surveys using descriptive statistics. The experimental portion of the project will build on the descriptive study, and will include: formulating hypotheses, designing an appropriate research method, developing stimulus materials, collecting data, data analysis, and summarizing and reporting the results of the study. In the course of this project students will learn to use SPSS, a statistical software package, to analyze their data. This project will make up 41% of the grade for this class. Also, it would be nice if you had some fun.
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Course Outline Week of Topic Readings Projects 01-18 Intro, Ethics Ch. 1-3 01-25 The Research Problem Ch. 4 Discussion sections begin 02-01 Exploratory, Descriptive Research Ch. 5-6, 11 Group mtgs. 02-08 Causal Research Ch. 6 References due (02-12) 02-15 Measurement Ch. 12 Proposal due (02-19) 02-22 Midterm 1 (Thursday) 03-01 Attitudes Ch. 13 Questionnaire draft due (03-05) 03-08 Questionnaire Design Ch. 9-10, 14 Methods due (03-12) 03-15 Sampling Ch. 15-17 03-22 Spring Break 03-29 Fieldwork, Descriptive Stats Ch. 17-19 Descriptive data due (04-02) 04-05 Midterm 2 (Thursday) Descriptive due (04-09) 04-12 Hypothesis Testing Ch. 19 Methods, materials mtgs. 04-19
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ADV.481 - Course Syllabus - Spring 2010 - ADV481...

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