Division of Applied Undergraduate Studies
Media & Communications Research Methods
This course teaches students the qualitative and quantitative research methods used in academic media studies as well as advertising, media audience, consumer, and voter research. Students learn to analyze the strengths and limitations of various research methods and to evaluate their validity, reliability, applicability, and ethical bases. Students also learn how to design and conduct their own studies, how to formulate research questions, apply appropriate research methods, and conduct research.