ADV 127: Practical Qualitative Research in Advertising

San Jose State University

Course will explore the kinds of questions to which qualitative research can provide answers, the roles & functions of researchers, the processes & tools used in developing, executing and presenting the results of a research project, the typical relationship between agency & client research departments. Students will explore how to respond to a research brief, develop & present a formal research proposal, execute a research project and present its findings, conclusions and proposed next steps. Prerequisite(s): ADV 91, ADV 121.