Research Methods in Media

Utilizing research is essential for any publishing manager to determine the viability and ROI of publishing innovations. In this course, we will examine the tools and resources available in publishing books, magazines and pure digital media, and how to manage and apply research to best accomplish business goals. We will look at research methods, both theoretical and applied, as well as primary (focus groups, surveys, and online testing) and secondary (analyzing existing data); we will also study quantitative and qualitative as well as custom and syndicated research. After a thorough review of the research tools available to the publishing community (including BookScan and social media insights), we will focus on the management and application of compiled data to publishing projects. This course will serve as a valuable resource to the Capstone course.