| Course Name | Research Methods in Communication Studies |
| Code | Semester | Theory (hour/week) | Application/Lab (hour/week) | Local Credits | ECTS |
|---|---|---|---|---|---|
| MCS 501 | Fall/Spring | 3 | 0 | 3 | 7.5 |
| Prerequisites | None | |||||
| Course Language | English | |||||
| Course Type | Elective | |||||
| Course Level | Second Cycle | |||||
| Mode of Delivery | - | |||||
| Teaching Methods and Techniques of the Course | Group WorkApplication: Experiment / Laboratory / WorkshopLecturing / Presentation | |||||
| Course Coordinator | - | |||||
| Course Lecturer(s) | ||||||
| Assistant(s) | - | |||||
| Course Objectives | To present major methodological approaches as well as methods derived from these approaches in communication studies. |
| Learning Outcomes | The students who succeeded in this course;
|
| Course Description | To be able to formulate sample research projects based on quantitative approaches by differentiating between positivist methodological approaches. |
| Related Sustainable Development Goals | |
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| Core Courses | |
| Major Area Courses | ||
| Supportive Courses | ||
| Media and Managment Skills Courses | ||
| Transferable Skill Courses |
| Week | Subjects | Required Materials |
| 1 | A general introduction to the course | |
| 2 | Philosophy of Research | Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research. Sage. Chapter 1 Philosophy of Research (book available in library as electronic resource) ISBN: 9781299642331 |
| 3 | Developing a Research Question | https://writingcenter.gmu.edu/guides/how-to-write-a-research-question https://libguides.gwu.edu/research/question http://sherman.library.nova.edu/sites/tutorials/wp-content/blogs.dir/25/files/2013/09/Creating-a-Research-Question.pdf |
| 4 | Qualitative Marketing Research : Focus Group Interviewing | Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research. Sage. Chapter 8 Focus Group Interviewing (book available in library as electronic resource) ISBN: 9781299642331 |
| 5 | Qualitative Marketing Research : Consumer Insight | Parker, J., Koslow, S., Ang, L., & Tevi, A. (2021). How Does Consumer Insight Support The Leap to a Creative Idea?: Inside the Creative Process: Shifting the Advertising Appeal from Functional to Emotional. Journal of Advertising Research, 61(1), 30-43 |
| 6 | Projective Techniques | Campos, A. C., Do Nascimento, T. B., De Oliveira, F. H., Boas, L. H. D. B. V., & De Rezende, D. C. (2020). " Before alone or (well) accompanied"? The Use of Projective Marketing Techniques. The Qualitative Report, 25(2), 471-486. |
| 7 | Interviews | Berger, A. A. (2018). Media and communication research methods: An introduction to qualitative and quantitative approaches. Sage Publications. Chapter 8 ISBN-13: 978-1452256573 |
| 8 | Observation Studies | Carson, D., Gilmore, A., Perry, C., & Gronhaug, K. (2001). Qualitative marketing research. Sage. Chapter 9 Observation Studies (book available in library as electronic resource) ISBN: 9781299642331 |
| 9 | Survey | Lawrence Neuman, W. (2014). Social research methods: Qualitative and quantitative approaches.Chapter 10 Survey Research ISBN: 9780205615964 |
| 10 | Midterm | |
| 11 | Experiment | Malhotra, N., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing research: An applied orientation. Pearson Education Australia. Chapter 7 Causal Research ISBN-13: 978-0134734842 |
| 12 | Big Data | Guest and Workshop |
| 13 | Content Analysis | Sloan, L. and Quan-Haase, A. (eds.) (2017). The SAGE Handbook of Social Media Research Methods ISBN: 9781473983847 Chapter 15 |
| 14 | Postpositivism and Positivism | Alakwe, K. (2017). Positivism and knowledge inquiry: From scientific method to media and communication research. Specialty Journal of Humanities and Cultural Science, 2(3), 38-46. |
| 15 | Data Analysis | |
| 16 | Review of the Semester | make up |
| Course Notes/Textbooks | |
| Suggested Readings/Materials | Hallett, R. E., & Barber, K. (2014). Ethnographic research in a cyber era. Journal of Contemporary Ethnography, 43(3), 306-330. Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of marketing research, 39(1), 61-72. Zhang, K., Bhattacharyya, S., & Ram, S. (2016). Large-Scale Network Analysis for Online Social Brand Advertising. Mis Quarterly, 40(4). Maslowska, E., Segijn, C. M., Vakeel, K. A., & Viswanathan, V. (2020). How consumers attend to online reviews: an eye-tracking and network analysis approach. International Journal of Advertising, 39(2), 282-306. |
| Semester Activities | Number | Weigthing |
| Participation | 1 | 10 |
| Laboratory / Application | ||
| Field Work | ||
| Quizzes / Studio Critiques | ||
| Portfolio | ||
| Homework / Assignments | ||
| Presentation / Jury | 3 | 30 |
| Project | 3 | 30 |
| Seminar / Workshop | ||
| Oral Exam | ||
| Midterm | 1 | 30 |
| Final Exam | ||
| Total |
| Weighting of Semester Activities on the Final Grade | 8 | 100 |
| Weighting of End-of-Semester Activities on the Final Grade | ||
| Total |
| Semester Activities | Number | Duration (Hours) | Workload |
|---|---|---|---|
| Course Hours (Including exam week: 16 x total hours) | 16 | 3 | 48 |
| Laboratory / Application Hours (Including exam week: 16 x total hours) | 16 | ||
| Study Hours Out of Class | 14 | 3 | 42 |
| Field Work | |||
| Quizzes / Studio Critiques | |||
| Portfolio | |||
| Homework / Assignments | |||
| Presentation / Jury | 3 | 9 | |
| Project | 3 | 26 | |
| Seminar / Workshop | |||
| Oral Exam | |||
| Midterms | 1 | 30 | |
| Final Exams | |||
| Total | 225 |
| # | Program Competencies/Outcomes | * Contribution Level | ||||
1 | 2 | 3 | 4 | 5 | ||
| 1 | To be able to evaluate the field of Marketing Communication and Public Relations from the perspective of integrated communication. | X | ||||
| 2 | To be able to develop knowledge about existing theories and principles in the field and evaluate the acquired knowledge with a critical approach. | X | ||||
| 3 | To be able to follow the latest developments and research in the field and reflect them to studies systematically. | X | ||||
| 4 | To be able to create new information that will contribute to the field by integrating the connections between different disciplines (marketing, advertising, public relations, corporate communication, marketing communication, etc.) in which Marketing Communication and Public Relations field is involved. | X | ||||
| 5 | To be able to analyze reflections of current consumption dynamics on consumers. | X | ||||
| 6 | To be able to develop synthesis and evaluation skills related to issues in the field. | X | ||||
| 7 | To be able to perform studies within the framework of scientific ethical rules about issues related to the field. | X | ||||
| 8 | To be able to design and implement an original research project on topics discussed in the field of Marketing Communication and Public Relations. | X | ||||
| 9 | To be able to follow developments in new technologies of media and communication, as well as new methods of production, new media industries, and new theories in the field of marketing communications and public relations; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B2) | X | ||||
*1 Lowest, 2 Low, 3 Average, 4 High, 5 Highest
