Data and Research 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 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 research. We will review key research tools available to the publishing industry, and focus on the management and practical application of insights to make publishing decisions. This course will serve as a valuable resource to the Capstone course.