JMC 3333 Syllabus
JMC 3333 Syllabus
The University of Oklahoma Spring 1997
JMC3333 Advertising Research
Instructor: Dr. Louisa Ha
Class Time: T,H 10:30 - 11:45 a.m. Classroom: KH 140
Office: COH 237
Office Hours: MW 10:30 a.m.-12:30 p.m.
T 12:00 - 1:00 p.m.
and by appointment
Voice-mail: (405) 325-5229
E-mail: Louisa.S.Ha-1@ou.edu
Homepage: http://www.ou.edu/class/jmc3333/hahome.shtml
Course Objectives
1. To introduce students to the common research methods currently used by the
advertising industry.
2. To develop students’ abilities in preparing research reports based on primary and
secondary data.
Textbook
Successful Advertising Research Methods by Jack Haskins and Alice Kendrick, NTC Business Books, 1991.
Course Prerequisites
Students enrolled in this course must have completed JMC 2033 and JMC3303 if they are declared advertising sequence majors. Others are admitted by special permission only.
Course Structure
This course is divided into two units. The first unit discusses the principles of advertising research methods. The second unit concentrates on the applications of the methods in different stages of the advertising process.
Scholastic Honesty
Except the group project, all exercises must represent individual effort. An individual who copies from another individual's work will automatically receive a grade of 0 for
this class.
Grading
Library Research Assignment 10 points
Web Search Assignment 10 points
Short Assignments 15 points
Exams I & II 20 points
Term Project 20 points
Final Exam 15 points
Class Participation 10 points
____________
Total 100 points
90 points or above A
80-89 points B
70-79 points C
60-69 points D
0-59 points F
Make-up Policy
You will not be granted any make-ups for your assignments or group projects. Under special circumstances with legitimate written excuses, a student may request the instructor for a special arrangement to make up for the loss of grade or score during his
or her absence.
Attendance and Classroom Policy
Class attendance is mandatory and you are obliged to observe classroom disciplines such as no chatting with classmates during the lecture session. You are encouraged to raise questions in class. Feel free to ask for further explanation.
Deadlines
All exercises or projects handed later than the due date are considered as late. No late exercises will be accepted unless a written evidence such as a physician's letter is accompanied with the request for late submission or make-ups.
Students with Disability Statement
If any member of the class feels that he or she has a disability and needs special accommodations of any nature, the instructor with work with you and the Office of Disabled Student Services to provide reasonable accommodations to ensure that you have a fair opportunity to perform in the class. Please advise the instructor of such disability and the desired accommodations at some point before, during, or immediately after the first scheduled class period.
Library Research Assignment
This report will give you first-hand experience to conduct secondary research using print materials in the library.
Web Search Assignment
The World Wide Web has become one of the most important sources of information for a researcher. This assignment will provide you with an opportunity to use search engines and compare the accuracy of each engines in retrieving information about
companies. You have to visit my home page under the course of JMC 3333 to find out the search engines and conduct your search.
Exams
The exams will consist of multiple choice and short answers on the concepts and business applications of advertising research methods which have been discussed in the class, exercises, the textbooks, and any additional assigned readings. The first two
exams are not cumulative, i.e., each will only cover the period after the previous quiz, but the final exam is a comprehensive exam which will cover all topics in the syllabus. It will
consist of short essays and multiple choices or true/false questions.
Research Plan
The research plan is a precedent to the Group Project. Before you work in groups, you will write a brief outline on the methods and sources on your own that you plan to use in collecting information for the project.
Group Project
The purpose of the group project is to apply the theories you learned from the class to a real-life large scale research project for an advertising campaign. The written report of this project should be able to serve as a comprehensive situation analysis section for an advertising campaign proposal.
The grading of the project is mainly based on your written report. Evaluating criteria are its 1) organization and writing style (20%), 2) the comprehensiveness of the gathered information (30%), 3) the appropriateness of the research design (20%), and
4) the accuracy of and insights in interpreting the information or data collected (30%).
To ensure that everyone in the group will contribute his or her fair share, a peer evaluation will be conducted after the report is submitted to the instructor. The peer ratings will affect your grade on the project as follows:
Average points allocated
to you by at least 2 members Impact on your grade
95 - 100 points Grade increased by 10%
81 - 94 points No grade adjustment
60 - 80 points Grade lowered by 10%
Below 60 points Grade lowered by 25%
All groups will hand in the written report of the project on the same day.
Class Participation
Class participation grade is determined by the regularity of your attendance (60%) and your participation (asking and answering questions) in class discussions. Suggestions to the instructors on improving the course are also counted as class participation.
Course Schedule
The following schedule is tentative. Students are responsible for any changes made in class.
Topic Readings
[UNIT ONE]
Jan 14 Introduction: Ch.1
The Advertising Process
and the Role of Research
Jan 16 The Research Process Ch.2
Jan 21 Types of Advertising Research Ch.2
Jan 23 Secondary Research: Ch.4
Resources in Print
Jan 28 Secondary Research: Ch.4
Electronic Databases and the Internet
Jan 30 Promotional Products Association International Conference
No Class
Feb 4 Primary Research: Ch.5
Research Designs
Library research assignment due
Feb 6 Qualitative Research Ch.6
Feb 11 Quantitative Research: Ch.7
Surveys and Response Rate
Feb 13 Quantitative Research: Ch.7
Sampling
Feb 18 Quantitative Research: Ch.8
Questionnaire Construction
Web search assignment due
Feb 20 Quantitative Research: Ch.9
Experiments
Feb 25 Exam #1
Feb 27 Analysis of Quantitative Data: Ch.10
Descriptive Statistical Analysis
Mar 4 Consumer Behavior Research Ch. 3
[UNIT TWO]
Mar 6 Product Positioning Research Ch. 3
Mar 11,13 Spring Break! No Class.
Mar 18 Market Segmentation Research Ch. 3
Mar 20 Message Research Overview Ch.15
Mar 25 Copy-Testing Ch.16
Mar 27 Pilot Testing Ch.17
Apr 1 Posttesting Ch.18
Research Plan Due
Apr 3 Exam #2
Apr 8 Media Audience Research Overview Ch.12
Apr 10 Print Media Circulation Audit Handout,
Ch.13
Apr 15 Broadcast Media Audience Measurement Ch.14
Apr 17 Writing the Research Report Ch.11
Apr 22 Account Planning Ch.3
Apr 24 Budget Research & Problems Ch.20
Apr 28 Advertising Research and Society Ch.21
Apr 30 Future of Advertising Research Ch.22
May 1 Final exam review
Group Project due
May 9 Final Exam (8:00-10:00 a.m.)