Comm.480 Public Communication Research
Fall 2002
Dr. R. S. Zaharna
Phone: (202) 885-3995
Office: Mary Graydon 301
E-mail: zaharna@american.edu
Office hours:
Home page: www.academic2.american.edu/~zaharna
Mondays 12:30-4:30
Tuesday 11-1
* This is the schedule as of August 22, 2002. Please be alert to changes. You can contact me if you have questions: zaharna@american.edu
Aug 27 Quantitative
& Qualitative Research
Sept 3 Scientific
Method & Experiment
Sept 10 Analyzing
Media Texts & Content Analysis
Sept 17 Focus
Groups & Interviews
Sept 24 Exam
#1
Oct 1 Survey
Method
Oct 8 Fall Break
Oct 15 Survey
Design & Question Wording
Oct 22 Sampling
Procedures & Probability
Oct 29 Exam
#2
Nov 5 Descriptive
Statistics
Nov 12 Charts
& Graphs
Nov 19 Deception
and Polling Analysis
Nov 26 Thanksgiving Week
Dec 3 Opinion
Poll Analysis
Dec 17 Final Exam
Research shows that public communication professionals who have a strong knowledge base and decision-making skills move faster and higher up the career ladder than those who only have technical skills. The goal of this course is to provide the future professional with the knowledge and skills to adeptly use research as a tool in the decision-making process of public communication.
The course begins with an overview of the role of research in public communication. We then take a more in depth look at the various types of research methods: What kind of information can each yield? What are the advantages and disadvantages? What are the manpower and monetary costs? How can you tell the difference between a strong study from a weak one?
The final section of the course focuses on working with raw data -- how to understand and analyze it as well as how to present it in a creative and compelling way.
As a means of putting theory into practice, students will conduct
an original research project using any one of the research methods.
Together, we will look at ways to creatively design these research project
as well as how to skillfully execute them.
I found most everything we need to explore communication research on the Internet.
Recommended
Darrell Huff, Irving Geis (Illustrator). How to Lie with Statistics.
(W.W. Norton Publisher, reissue edition: November 1993 -- available online
and local bookstores.)
1. Attendance - 10pts each class
You will be graded on your participation and in-class exercises.
Because attendance for the lecture (5pts) and participation in-class exercises
(5pts) will help you do well on the exams, if you miss more than
2 classes you can expect your grade to drop by half a letter grade. Each
class is worth 10pts total. Excused absences worth 4pts. Missing
exercises worth 4pts.
2. Exams - 40pts each
You have two exams based on in-class lecture notes and the readings.
3. Book review and Opinion Poll Analysis - 20 pts
Read Darrell Huff's book, How to Lie with Statistics.
First, give an overview of Huff's major pointers in spotting how people
lie with numbers (approx 3 pages). Then, choose any opinion poll
that you find and apply Huff's principles to analyze the numbers (approx.
2 pages). Do you see any deception?
Public Opinion Quarterly -- Index of surveys
http://www.aapor.org/poq/SUBINDEX.HTM
Grading is based on:
Attendance
(10pts = full attendance for lecture & exercise)
(0pts = unexcused absence, 5pt =excused absence, partial lecture/exercise)
Exam #1 = 40 pts
Exam #2 = 40pts
Analysis = 20pts
A = 95-100% of total possible points
A- = 90-94%
B+ = 86-89%
B = 83-85%
B- = 80-82%
C+ = 76-79%
C = 73-75%
C- = 70-72%
D below 70%
** "Standards of academic conduct are set forth in the University's
Academic Integrity Code.
By registering, you have acknowledged your awareness of the Academic
Integrity Code, and you are obliged to become familiar with your rights
and responsibilities as defined by the Code. Violations of the Academic
Integrity Code will not be treated lightly, and disciplinary action will
be taken should such violations occur. Please see me if you have any questions
about the academic violations described in the Code in general or as they
relate to particular requirements for this course."
Aug 27
Introduction / Quantitative and Qualitative Research Methods
Please email me with your contact information zaharna@american.edu
Readings:
Paul A. Bloland. (December 1992) "Qualitative Research in Student
Affairs," ERIC Digest.
Document Identifier: ERIC Document Reproduction Service No ED347487
http://ericae.net/db/digs/ed347487.htm
Mike Palmquist - CSU Writing Guide (1995) "The Qualitative Versus Quantitative
Debate "
http://writing.colostate.edu/references/research/gentrans/pop2f.cfm
Preparation for Sept. 3 class -- take the VARK Inventory -- what is your preferred style of learning?
http://www.hcc.hawaii.edu/intranet/committees/FacDevCom/guidebk/teachtip/vark.htm
Sept 3
Focus: Scientific Method & Experiments
Preparation for Sept. 3 class -- take the VARK Inventory -- what is your preferred style of learning?
http://www.hcc.hawaii.edu/intranet/committees/FacDevCom/guidebk/teachtip/vark.htm
Readings:
#1 -- Internet visit & explore -- The
Science Room in Howe, Ok.
"How to Find a Date for Friday Night"
http://www.howe.k12.ok.us/~jimaskew/hsimeth.htm
"The Scientific Experiment Method" -- use link for exercises
http://www.howe.k12.ok.us/~jimaskew/pmethod.htm#how
#2 -- Internet visit & explore -- The Stanford Prison
Experiment -- Zimbardo
(please go through the slide show)
http://www.prisonexp.org/
# -- Experiment in First Impressions -- Luis Flores, Longview Community
College
http://www.kcmetro.cc.mo.us/longview/ctac/psychology/expt1.htm
Sept 10 Focus: Analysis of Media Texts
#1-- Internet visit & explore -- Media & Communication
Studies Site
http://www.aber.ac.uk/media/Sections/textan.html
* pick any of the main categorizes (content analysis, rhetorical analysis,
discourse analysis, textual)
and read two (2) studies, bring hard copies
Other Resources
Center for Media Literacy
http://www.medialit.org/othersites.html#aboutmedia
Readings
:
Anita Gibb "Focus Groups" Social Research Update (Winter 1997,
Issue # 19)
Department of Sociology, University of Surrey, U.K.
http://www.soc.surrey.ac.uk/sru/SRU19.html
To help you prepare for conducting a focus group -- please look over
Conducting a Focus Group
Carter McNamara, cited by Management Assistance Program for Nonprofits
http://www.mapnp.org/library/evaluatn/focusgrp.htm
Conducting Interview
Carter McNamara, cited by Management Assistance Program for Nonprofits
http://www.mapnp.org/library/evaluatn/intrview.htm#anchor567684
Other Resources
Bob Dick, "Structured Focus Groups"
http://www.scu.edu.au/schools/gcm/ar/arp/focus.html
Sept 24 Exam #1
Readings:
Hossein Arsham (University of Baltimore), Questionnaire Design and Surveys
Sampling
http://www.ubmail.ubalt.edu/~harsham/stat-data/opre330Surveys.htm
Oct 8 Break
Oct 15 Focus: Survey Design & Question Wording
Readings:
Developing
a Down Town Survey
(Department of Geography and Geology, Eastern Michigan University)
http://www.emich.edu/public/geo/557book/e112.survey.html
Asking Demographic Questions
Data Collection Toolbox ( Good Questions, Better Answers, 1998 --
http://www.goodquestions.com)
California Department of Health Services and Northern California Grantmakers
AIDS Task Force )-
http://goodquestions.ucsf.edu/section3/3e5_surveys.html
Oct 22 Focus: Sampling Procedures & Probability
Readings:
Kieth G. Calken, Andrew University, October 2001.
How and Why of Statistical Sampling
http://www.andrews.edu/~calkins/math/webtexts/stat02.htm
The Public's Perceptions of the Media survey
(Center for Media and Public Affairs -- you can look at the whole survey,
too.)
http://www.cmpa.com/nota/perceptions/append2.html
Tony Sissons, Research Advisory Services, Inc. "Determining Sample
Size"
http://www.azplansite.com/sample.htm
Resources
Univ of Michigan, American Public Opinion and US Foreign Policy, 1994
Sampling Procedures
http://www.icpsr.umich.edu:8080/DDI/SAMPLES/06561.xml?part=5
Oct 29 Exam #2
Please read and do the exercises for "Introduction to Statistics"
Mrs. Glossler's Math Goodies
http://www.mathgoodies.com/lessons/toc_vol8.shtm
Charts & Graphs -- this is a quick but simple visual overview
(developed by Marszalek, Mazanek, Mohr; Twin Groves Middle School, Ill.)
http://www.twingroves.district96.k12.il.us/ScienceInternet/ChartsGraphs.html
"Every Picture Tells a Story"
Logic Arts (2002)
http://www.ideabook.com/chart.htm
Please read and do the exercises
/www.portage.k12.wi.us/webquests/lesson1.htm#Introduction
Global Internet Statistics
http://www.glreach.com/globstats/index.php3
Nov 19 Focus: Deception & Poll Analysis
Darrell Huff. How to Lie with Statistics
W.W. Norton, reissue edition 1993.
"College Drinking Study is Intoxicating Scam" Steven Milloy
April 12, 2002 Fox News Channel
http://www.foxnews.com/story/0,2933,50104,00.html
Look at how these charts have been manipulated
- (created by Longview Community College)
http://www.kcmetro.cc.mo.us/longview/socsci/philosophy/logic/graphs.htm
Nov 26 Thanksgiving week
Dec 3 Last
Class
Take home final exam due -- see guidelines
and exam
Dec 17 Final Exam