Quantitative Skills for Research in Mass Communication and Marketing

4 credits · Undergraduate credit

This course explores the basic principles of scientific research that are used in communication, marketing, and related fields to understand consumer insights and audience experiences. Students in this course will explore research design, quantitative data collection methods, and data analysis skills. Students will learn a variety of research methods and techniques, assess assumptions researchers make in these processes, and learn to recognize what can and cannot be concluded by these examinations. These skills will help with evaluating scientific information in real-world settings, in addition to providing foundational skills for quantitative marketing research.