ADVERTISING
Bachelor	TR-NQF-HE: Level 6	QF-EHEA: First Cycle	EQF-LLL: Level 6

Course Introduction and Application Information

Course Code	Course Name	Semester	Theoretical	Practical	Credit	ECTS
ADV2624	Research in Advertising	Spring	3	0	3	7

Basic information

Language of instruction:	English
Type of course:	Must Course
Course Level:	Bachelor’s Degree (First Cycle)
Mode of Delivery:	Face to face
Course Coordinator :	Prof. Dr. HASAN KEMAL SUHER
Course Lecturer(s):	Prof. Dr. HASAN KEMAL SUHER
Recommended Optional Program Components:	None
Course Objectives:	The student is expected to gain an appreciation and understanding of research methods employed in the field of advertising. At the end of the class, the student should be able to understand, explain, and use appropriately the basic terminology used by social science researchers.

Learning Outcomes

The students who have succeeded in this course;
The students will;
I. Explain the difference between quantitative and qualitative research and know when to use each in advertising research
II. Be able to identify and explain alternative research methods and their relative strengths and weaknesses
III. Be able to explain what a focus group is, how one is conducted, and when it is appropriate to use this form of research in advertising
IV. Be able to construct and administer a survey, analyze the data collected, and write a report discussing how the research was conducted and the results;
V. Be able to effectively participate in designing and conducting a real-world marketing research project

Course Content

This course covered the basics of social sciences research and especially the implementation of focus group and survey techniques to advertising research

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Science and Research
2)	The Need for Research in Advertising
3)	Research Design and Research Questions
4)	Research Decisions and Data Collection
5)	Historical and Secondary Research Methods
6)	Qualitative Research Methodologies Focus Groups
7)	Qualitative Research Methodologies Focus Groups
8)	Quantitative Research Methods
9)	Sampling
10)	(Presentations) First Project
11)	Survey Research and Questionaire Design
12)	Survey Research and Questionaire Design
13)	Introduction to Statistics
14)	Descriptive Statistical Reasoning and Computer Analysis (SPSS)

Sources

Course Notes / Textbooks:

Earl Babbie, The Basics of Social Research (America: Wadsworth, 2008)

Mass Media Research, An Introduction, Roger D. Wimmer and Joseph R. Dominick, (Thomson-Wadsworth, 2006)

Darren George and Paul Mallery, SPSS For Windows Step By Step, A Simple Guide and Reference, 7th Edition (America: Pearson, 2006)

Şener Büyüköztürk, Veri Analizi El Kitabı, İstatistik, Araştırma Deseni, SPSS Uygulamaları ve Yorum, 10. Basım (Pegem yayıncılık, 2009)

Handbook of Research methods, Natalie L. Sproull, (America: The Scarecrow Press), 2002. Second Edition

References:

Ders notları haftalık olarak verilecektir.

Course notes will be given weekly.

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	14	% 0
Homework Assignments	4	% 10
Presentation	2	% 10
Midterms	1	% 20
Final	1	% 60
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 40
PERCENTAGE OF FINAL WORK		% 60
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Duration (Hours)	Workload
Course Hours	14	3	42
Study Hours Out of Class	14	6	84
Presentations / Seminar	2	4	8
Homework Assignments	4	6	24
Midterms	1	4	4
Final	1	4	4
Total Workload			166

Contribution of Learning Outcomes to Programme Outcomes

No Effect	1 Lowest	2 Low	3 Average	4 High	5 Highest

	Program Outcomes	Level of Contribution
1)	To be able to apply theoretical concepts related to mass communication, consumer behavior, psychology, persuasion,sociology, marketing, and other related fields to understand how advertising and brand communication works in a free-market economy.	5
2)	To be able to critically discuss and interpret theories, concepts, methods, tools and ideas in the field of advertising.	1
3)	To be able to research, create, design, write, and present an advertising campaign and brand strategies of their own creation and compete for an account as they would at an advertising agency.	1
4)	To be able to analyze primary and secondary research data for a variety of products and services.	5
5)	To be able to develop an understanding of the history of advertising as it relates to the emergence of mass media outlets and the importance of advertising in the marketplace.	2
6)	To be able to follow developments, techniques, methods, as well as research in advertising field; and to be able to communicate with international colleagues in a foreign language. (“European Language Portfolio Global Scale”, Level B1)	5
7)	To be able to take responsibility in an individual capacity or as a team in generating solutions to unexpected problems that arise during implementation process in the Advertising field.	4
8)	To be able to understand how advertising works in a global economy, taking into account cultural, societal, political, and economic differences that exist across countries and cultures.	3
9)	To be able to approach the dynamics of the field with an integrated perspective, with creative and critical thinking, develop original and creative strategies.	1
10)	To be able to to create strategic advertisements for print, broadcast, online and other media, as well as how to integrate a campaign idea across several media categories in a culturally diverse marketplace.	1
11)	To be able to use computer software required by the discipline and to possess advanced-level computing and IT skills. (“European Computer Driving Licence”, Advanced Level)	5
12)	To be able to identify and meet the demands of learning requirements.	1
13)	To be able to develop an understanding and appreciation of the core ethical principles of the advertising profession.	1