T348 Audience Analysis

Prerequisite: T205
TR 5:45 pm -7: pm

This course is designed to provide you with the knowledge and skills
necessary to analyze audience characteristics and behaviors.  In
many ways, this is a research methods course.  Course content will
focus on methods of collecting data, including those associated with
the assessment of the audiences attending to the electronic media.

This course is likely to contain three sections.  The first involves
a careful overview of the scientific method and the research
process.  It will include an examination of survey research,
experimentation, content analysis, and qualitative research
approaches to research questions.  The second section of the course
focuses on the variety of methods used in the measurement of media
audiences.  This section will emphasize, although not be limited to,
the ratings systems used to measure broadcast, cable, and internet
audiences.  The final section examines contemporary audience
behaviors.  This includes audience use of technologies such as the
Internet.

Format:  Typically, class materials will be initially presented
using a modified lecture format; almost every class session will
have a lecture component.  Nonetheless, your participation during
the lectures is expected.

Readings:  There are likely to be two required texts for this
course.  The first is a research methods book that focuses on the
scientific method and research approaches used in the study of the
mass media. The second deals with ratings.  Last fall, the following
books were used: Mass Media Research (Seventh Edition) Roger D.
Wimmer and Joseph R. Dominick and Ratings Analysis (Second Edition)
by James G. Webster, Patricia F. Phalen, and Lawrence W. Lichty.

Workload:  There are likely to be three exams.  Exams consist of
objective (multiple choice and true/substitute) and short answer
questions and will cover materials presented in the lectures, the
readings, exercises and homework assignments.   Also: There are
likely to be a small series of relatively short assignments.  These
assignments are designed to stimulate your thought and/or assess
your skill in applying concepts presented in class and in the text.