T511--Research Methods in Audience Analysis
First Semester, 2007-2008
26660
Professor
Dr. Robert Potter
rfpotter [at] indiana [dot] edu
Phone
856-2546
Meeting Time/Place
Mondays
5:45pm--8:30pm
RTV 169 (Sometimes in the Institute
for Communication Research)
Office Hours (RTV 305)
Wednesdays 1-3pm
RTV 305
Description
This course is designed to provide students with an understanding of how audience characteristics and behaviors are observed, measured, and analyzed. Because much of the telecommunication industry relies on ratings data, we will spend a portion of the course exploring ways ratings are collected and used. We will also discuss how new technologies and methodologies are beginning to challenge the traditional ratings services, namely Arbitron and Nielsen. Finally, we will look at ways social scientists measure and analyze audience responses. Some specific areas to be studied include: thought listing, secondary task reaction time, continuous response measurement, basic psychophysiological methods (heart rate & skin conductance), and memory.
It is recommended that students have an understanding of basic research methods
(i.e., completed T502 or some sort of equivalent at the graduate or undergraduate
level).
Questions about this recommendation should be addressed to Dr. Potter via email
[rfpotter@indiana.edu].
Required Textbooks
Ratings Analysis: The Theory and Practice of Audience Research 3rd.
Edition
James G. Webster, Patricia Phalen, and Lawrence W. Lichty.
Lawrence Erlbaum Associates, 2006
Other required readings will be excerpts from books or articles from academic journals. These will be placed on electronic reserve. I will let you know when they are available and how to access them. Your task will be to read them in time to respond via email and for the class discussion.
Click Here for the T511 Course Requirements
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