Designed for graduate students studying toward MA degree in the field of journalism and communication, this course introduces major schools, influential theories and current trend in advertising research, and commercial communication studies as a whole. It emphasizes on methodological issues and research procedures, such as question refining, literature review, qualitative (observation, interview, focus group and case study) and quantitative( survey, experiment and second-hand data analysis) methods, as well as report writing . Students are required to do research work on a self-selected topic, which is of commercial communication related, in a manner based on research formality and procedure. The performance of each student will be evaluated in accord of his or her homework(10%), class participation and presentation(20%), and term paper(70%).
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