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RTV_4506_Syllabus - RTV 4506 Telecommunications Research...

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RTV 4506: Telecommunications Research Course Syllabus Fall 2010 (Section: 0623) Wednesday 12:50 3:40 Weimer G030 Instructor: Gary Corbitt Teaching Instructor: Miao Melissa Guo Phone: 352 392-4358 352 846-1264 Email: [email protected] [email protected] Office: Weimer 2032; by appointment GO42 Weimer Office Hours: Wednesday 10:30 12:30 Labs: TBA Course Description : The course is designed to help you bridge classroom instruction with current industry research issues, best practice applications, and business implications. You will learn a series of concepts and terms in telecommunication research field from both practical and theoretical perspectives, and be able to interpret and practice both qualitative and quantitative telecommunication research methods. Course Objectives: *To understand the mission and responsibilities of a research departments and a successful research manager in broadcast television, cable television, radio, and print. *To study the research pioneers and gain a historical perspective on audience measurement. *To understand the structure and process of the television and advertising industries. *To know the recurrent patterns of television viewing (seasonal, daypart, demographic, etc). *To understand Nielsen Media Research, Arbitron and other research vendor methodologies. *To be familiar with basic principles of primary research (including research design, sampling, data collection, analysis and presentation. *To review basic statistical methods and applications. *To understand strengths and weaknesses of data gathering methodologies. *To become familiar with industry-based audience data resources. *To explore the role of research in new media, and social media offerings. *To develop a portfolio of accomplishments from the class.
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Required Textbook: Wimmer, D. Roger & Dominick, R. Joseph., (2005). Mass Media Research: An Introduction (8 th ed.). CA: Thomson Wadsworth. Required On-Line Newsletter Subscriptions: TVNewscheck.com TV NewsCheck AM & PM* Mediapost.com Media Daily News* Marketing Daily Around the Net in Brand Marketing* Around the Net in Media* Around the Net in Online Media Online Media Daily*
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