Asia Pacific Media Educator


Undergraduate specialisation in research methods at the School of Communication Studies, Nanyang Technological University in Singapore doubled in 1998-99, from 12 to 24, which was about 10 to 20 percent of the annual cohort of 120 graduates. This article presents some preliminary findings from a needs assessment study of undergraduate communication and media training in Singapore. Some 372 relevant employment ads for 1998 and 1999 were found and content analysed. Nearly 60 percent were for marketing research, public opinion polling or other kinds of applied research. Another 30 percent required research skills as planners, librarians, analysts, writers, or teacher-trainers. The data revealed an exploding demand for graduates with specialised skills and experience in media and applied research methods.