Information Package
baskent.edu.tr

Program of Public Relations and Publicity (English 30%)

PRP423

PUBLIC OPINION AND MARKETING RESEARCH

Course Code
PRP423
Semester
-
Theory+Practice
3 + 0
ECTS
5
Course TypeElective Course
Course LevelBachelor's Degree
Year of Study-
Semester-
ECTS5
Name of Lecturer(s)
Learning Outcomes

At the end of this course, the students;

  1. Will learn the differences and common denominators of public research, which is used to measure social behavior, expectations, trends, and market research based on measuring why a particular product is preferred by people.
  2. Will demonstrate how the data obtained in the research results shape the types,content and qualifications of the advertisements.
  3. Will have the knowledge about the ways and mechanisms that media use for building a public opinion.
Mode of DeliveryFace to face
PrerequisitesNo
Recommended Optional Programme ComponentsNone
Course DescriptionTopics like public opinion, political decision making and propaganda are within the sphere of communication sciences, because of the role of the media in opinion formation. In this particular course, the relationship between media and public opinion will be analyzed in historical perspective, the historical development of marketing research will be analyzed and these both researchs are evaluated in context of communication theories and finally students are expected to strengthen their knowledge with a fieldwork.
Course Contents
WEEK TOPICS
1st Week Introduction, historical development of public opinion and marketing research
2nd Week Public opinion and marketing research in Turkey
3rd Week Public opinion and marketing research: basic functions, related terms, discussions on case studies
4th Week Methodology in public opinion and marketing research-limitations
5th Week Methodology in public opinion and marketing research-limitations
6th Week Theoretical discussions in communication sciences regarding the public opinion and marketing research (agenda setting, spiral of silence)
7th Week Discussions and proposals for research question
8th Week Midterm
9th Week Design of the research, preparation of question frames and determination of the study groups
10th Week Determination of the participant groups and pre-test
11th Week Evaluation of the pre-test, making revisions if necessary
12th Week Fieldwork
13th Week Fieldwork
14th Week Report writing
Recommended or Required ReadingAtabek, Nejdet ve Erdal Dağtaş. (1998) Kamuoyu ve İletişim. Eskişehir: T.C. Anadolu Üniversitesi Eğitim, Sağlık ve Bilimsel Araştırma Çalışmaları Vakfı Yayın No: 139.
Bektaş, Arsev. (2000) Kamuoyu, İletişim ve Demokrasi. İstanbul: Bağlam Yayıncılık.
Keane, John. (1999) Medya ve Demokrasi. (Çev. Haluk Şahin). İstanbul: Ayrıntı Yayınları.
Noelle Neumann, Elisabeth. (1998) Kamuoyu Suskunluk Sarmalının Keşfi. (Çev. Murat Özkök). Ankara: Dost Kitabevi Yayınları.
Tufan, Hülya. (Haz.) (1995) Kamuoyu Kimin Oyu? İstanbul: Kesit Yayıncılık.
Planned Learning Activities and Teaching Methods
  • Lecture
  • Discussion
  • Case Study
  • Presentation
Assessment Methods and Criteria
Quantity Percentage (%)
Mid-term 1 25
Attendance 1 10
Presentation of Case Study 1 25
Total(%) 60
Contribution of In-term Studies to Overall Grade(%) 60
Contribution of Final Examination to Overall Grade(%) 40
Total(%) 100
ECTS Allocated Based on Student Workload
Activities Quantity Duration (Hour) Total Workload (Hour)
Midterm exam 1 1 1
Preparation for Quiz 1 3 3
Individual or group work 14 3 42
Preparation for Final exam 1 18 18
Course hours 12 3 36
Preparation for Midterm exam 1 36 36
Laboratory (including preparation)
Final exam 1 1.5 1.5
Homework 6 2 12
Total Work Load149.5
Total Work Load / 30 (h)4.98
ECTS Credit of the Course5
Language of InstructionTurkish
Work Placement(s)No

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