University of North Alabama

College of Arts and Sciences
Department of Communication and Theatre


Course Syllabus
Communication 328:

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Project: 		Program Research [and Decision Making]

3 semester hours

An introduction to the research methods and findings used to evaluate telecommunication programs. The application of research in decisions on the use and placement of programs will be emphasized. Prerequisites: COM 240 and 316.

Spring 2006

MWF, 9:00 -- 9:50 am

Avon Edward Foote, Ph.D.
Associate Professor
Room 108

Office: (256) 765-4489
E-mail: aefoote@una.edu
FAX: (256) 765-4839

Office Hours: Monday 10-1, Wednesday 10-1, Thursday 5-6, Friday 10-1. And by appointment when necessary

Eastman, Susan and Ferguson, Douglas, Broadcast/Cable Programming, 6th edition  Wadsworth, 2006.

The student is expected to complete the following objectives:
  • To know the history of industry and academic electronic media audience research from 1925 to 2005.
  • To be able to identify and define the most-often utilized techniques of evaluation research.
  • To be able to compute the basic units of measurement used in ratings research.
  • To be able to list the advantages and disadvantages of different sampling techniques used in evaluation research.
  • To be able to list the primary decision-making criteria for radio.
  • To be able to list the primary decision-making criteria for television and cable.
  • To be able to list the primary decision-making criteria for television and cable.
  • To be able to list the primary decision-making criteria for the internet.
    •

    Assigned readings in text, lectures, reading from Broadcasting and Cable for annual NAPTE Convention and other industry coverage, guest speakers, class discussion, programming research project, and festival attendance.

    The following are methods by which the course objectives will be evaluated:
    Two exams will count 20% each. 30% of grade will come from program project. Lindsey Festival attendance and written report will count 20%. Four reports from Broadcasting and Cable count 10%.

    A=90-100, B=80-89, C=70-79, D=60-69, F=<60

    Attendance: Required by University policy. After four weeks of absences your grade will be become an "F" as announced in University literature. Grade will be lowered for excessive absences over three. Because of the importance of being on-time and meeting deadlines, tardiness will be noted on the roll and will affect the grade if it becomes a problem for an individual student.

    January 16 --- Dr. Martin Luther King, Jr. Day
    February 17 --- University closed for Winter break
    March 3 --- Middle of term
    March 2,3,4,5 --- Lindsey/UNA Film Festival
    March 27 to 31 --- Spring Holidays
    April 21 --- Last day to drop a class
    May 4 --- Study Day
    May 5 to 11 --- Semester Exams

    Electronic Media Programming Challenge, Chapter 1.

    History of Academic Research in Electronic Media, no reading.

    History of Commercial Ratings Research, no reading. Exam 1 on March 22

    Ratings Research Process, Chapter 2.

    Key Terms and Calculations, Chapter 2.

    Ratings for syndication, Chapter 3, Exam 2 on April 24.

    Broadcast Television Decisions, Chapter 4.

    Programming Public Television, Chapter 7.

    Cable Decisions, Chapter 8.

    Way of the Web, Chapter 10.

    Project Presentations.

    Students will program the prime-time schedule for one Huntsville market television station for one week during the most recent past sweeps or create a new program, present the idea to the class, and create at least 10 minutes of script or video segment. For the station programming project, all programming decisions will be backed up with appropriate research support and practical programming guidelines developed and verified through industry case studies. The program creation project will depend on concept, pitch, persuasive sell to class who are roleplaying network executives, and quality of final production work. The project grade will depend on written project decisions, written documentation and class presentation. Written project is due April 19. The last two weeks of class will devoted to student presentations of final projects.

    University of North Alabama Policy regarding student disabilities is on separate web page.

    January 2006