MCPA 4383. Audience Research & Analysis. 3 Hours.
This course introduces students to the history and application of research methods, both quantitative and qualitative, that are employed in commercial media markets and academic environments to assess media audiences, media content, and media use. Topics addressed include survey methods, content analysis, experimental research, ethnographic and critical research, research ethics, and statistical analysis. Special attention will be devoted to research in print and electronic media.
Prerequisite: Either (MCPA 3383 and 9 additional hours of MCPA or instructor approval) or (MCOM 1332 and 12 additional hours of MCOM).