Advertising Research Track


"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
[ John Wanamaker ]


Advertising research forms the framework on which advertisements are built. It gives advertisers a competitive edge by providing them with a deeper understanding of their audience, competition, and market. Information gathered through surveys, interviews, and focus groups gives insight into the minds of consumers and guides the creation of ads.

In the advertising research track, you’ll learn how to plan, design, and conduct quantitative and qualitative research studies. You’ll work with research databases and services, and become familiar with gathering and analyzing data. Case studies and group projects will allow you to put into practice the entire research process from start to finish.

Courses Specific to the Advertising Research Track

3042. Quantitative Advertising Research 

Delving more closely into the planning and execution of effective quantitative advertising research, the objective of this course is to provide students with direct learning experience through the use of discussion, case studies and projects. Focus is on understanding the uses of quantitative research in the advertising development and tracking process, and executing projects with a specific goal in mind. This course will investigate the design, execution, and analysis of various kinds of surveying, including copy tests and campaign tracking, and is a foundation for students who wish to pursue a career in advertising research and planning.

3043. Qualitative Advertising Research

This course will concentrate on the role of qualitative research in advertising. Through the use of discussion, case studies and projects, it focuses on how advertisers and agencies use qualitative methods like focus groups, in-depth interviews, and ethnography to uncover consumer insights. This course will investigate the design and execution of these various kinds of qualitative research techniques, and is a foundation for students who wish to pursue a career in advertising research and planning.

4044. Account Planning

This course will concentrate on the roles and responsibilities of account planners in advertising. It will focus on how research uncovers consumer insights, and probe how these findings are applied throughout the process of developing marketing communications. The course addresses how account planners work with the creative and management teams to ensure that the voice of the consumer is a constant focus in the advertising process. The course replicates this experience in a brand’s lifespan, and provides a hands-on exposure to this multi-faceted career.