No offerings have been identified for this subject in 2015
COM316 Advertising & Public Relations Research (8)
Abstract| The subject examines contemporary methods used in advertising, and in public relations and organisational communication research. Emphasis is given to quantitative and qualitative social science research methods, including survey research designs, quasi-experimental designs, focus groups, and related interviewing techniques. Research methods used at different stages of advertising campaigns, and formative and evaluative Public Relations research, are explored. |
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+ Subject Availability Modes and Location
Continuing students should consult the SAL for current offering details prior to contacting their course coordinator: COM316
Where differences exist between the handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
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Subject information| Duration | Grading System | School: |
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| One session | HD/FL | School of Communication and Creative Industries |
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Learning OutcomesUpon successful completion of this subject, students should:
- be able to demonstrate an understanding of contemporary methods used in advertising, and in public relations and organisational communication practice.
- be able to demonstrate a knowledge of survey research techniques, focus groups, interviews and interviewing techniques, media and content analysis.
- be able to demonstarte an understanding of the different research paradigms and assumptions.
- be able to an understanding of important research concepts such as: qualitative and quantitative research - reliability and validity - sampling - error.
- be able to demonstrate an understanding of the important principles of questionnaire design.
- be able to write and present explicit, conventional, justified and logical research proposals and reports.
- be able to demonstrate knowledge of media and audience research techniques.
- be able to demonstrate an understanding of techniques for analysing images.
- be able to work effectively as a member of a team. |
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SyllabusThe subject will cover the following topics:
Research in contemporary advertising.
Research and evaluation in contemporary PR and organisational communication practice.
Research theories and paradigms, their underlying assumptions, and the position of the researcher.
Research planning and defining the research question.
Quantitative research concepts, methods, analysis and techniques -including questionnaires, surveys, media and content analysis.
The art and science of questionnaire design.
Desk, library, secondary, omnibus and syndicated research.
Qualitative research concepts, methods, analysis and techniques - including focus groups, interviews and techniques used to explore for creative insight.
Strategies and techniques for writing proposals and reports.
Techniques for analysing visual communication and images.
Ethical considerations in research. |
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The information contained in the 2015 CSU Handbook was accurate at the date of publication: 01 October 2015. The University reserves the right to vary the information at any time without notice.
