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
PRL2201	Research in Advertising and Public Relations	Fall	3	0	3	6

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 :	Assist. Prof. SELCAN YEŞİLYURT
Course Lecturer(s):	Assist. Prof. ÖYKÜ TÜRKELİ
Course Objectives:	The student is expected to gain an appreciation and understanding of research methods employed in the fields of public relations and advertising. At the end of the class, the student should be able to understand, explain, and use appropriately the basic terminology used by public relations and advertising researchers.

Learning Outcomes

The students who have succeeded in this course;
Students who complete this course can;
Identify the necessity of scientific research.
Define research goals and techniques used in publi relations and advertising.
Develop research design for diverse target publics.
Apply secondary research methods.
Construct a focus group research process.
Implement a focus group.
Differentiate between qualitative and quantitative methods.
Define the sampling procedures.
Prepare a questionnaire design.
Administer a quantitative research
Analyze the data from quantitative research.

Course Content

In this course students will learn the basics and necessities of public relations and advertising research. Also they will construct qualitative and quantitative research designs and implement the researches.
Teaching Methods and Techniques Used in the Course:
Project, Collaborative Learning, Lecture, Experiment, Implementation, Observation, Discussion

Weekly Detailed Course Contents

Week	Subject	Related Preparation
1)	Introduction to the course
2)
3)	What is research? Basics of social research. Purposes of public relations and advertising research.
4)	Public Relations research for evaluation and management on the basis of goals and objectives of campaigns
5)	Advertising research on the basis of media&market analysis, message testing and consumer psychology
6)	Qualitative research techniques When to implement qualitative research techniques Focus group
7)	Questioning techniques in qualitative research, Verbal questioning techniques, Projective questioning techniques
8)	Focus group, How to build the focus group research questions, How to construct the focus group guide
9)	Sampling Procedures, Methods of Sampling
10)	Introduction to quantitative research, Introducing SPSS Data Analysis Program
11)	Introducing survey research, Necessities and characteristics of survey research, Question types in surveys
12)	Measurement scales in quantitative survey research, Questionnaire design, introducing online survey construction tools
12)	Measurement scales in quantitative survey research, Questionnaire design, introducing online survey construction tools
13)	Introduction to statistics, Coding, getting data from online forms and data preparation on SPSS
14)	How to use SPSS, Analysis on SPSS, transfer of analyses to Office presentation tools

Sources

Course Notes / Textbooks:	Adventures in Social Research Data Analysis Using IBM SPSS Statistics Tenth Edition / Earl Babbie; William E. Wagner, III; Jeanne Zaino Mass Media Research, An Introduction, Roger D. Wimmer and Joseph R. Dominick, (Thomson-Wadsworth, 2006)
References:	The Advertising Research Handbook, Charles E. Young Primer of Public Relations Research, Don W. Stacks

Evaluation System

Semester Requirements	Number of Activities	Level of Contribution
Attendance	10	% 10
Project	2	% 50
Final	1	% 40
Total		% 100
PERCENTAGE OF SEMESTER WORK		% 10
PERCENTAGE OF FINAL WORK		% 90
Total		% 100

ECTS / Workload Table

Activities	Number of Activities	Workload
Course Hours	14	42
Study Hours Out of Class	10	30
Project	7	35
Final	6	35
Total Workload		142

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 prepare students to become communication professionals by focusing on strategic thinking, professional writing, ethical practices, and the innovative use of both traditional and new media	4
2)	To be able to explain and define problems related to the relationship between facts and phenomena in areas such as Advertising, Persuasive Communication, and Brand Management	2
3)	To critically discuss and interpret theories, concepts, methods, tools, and ideas in the field of advertising	3
4)	To be able to follow and interpret innovations in the field of advertising	2
5)	To demonstrate a scientific perspective in line with the topics they are curious about in the field.	5
6)	To address and solve the needs and problems of the field through the developed scientific perspective	4
7)	To recognize and understand all the dynamics within the field of advertising	3
8)	To analyze and develop solutions to problems encountered in the practical field of advertising	3