Journalism 658: Communication Research Methods

1. Journalism 658:Communication Research Methods Prof. Dhavan Shah

2. Purpose • 1. Basic grounding in research methodology for • Undergrads: • Journalism and Strategic Communication • Investigative, analytic, and evaluative • Graduate students: • Foundation for thesis and dissertation research • Introduction to range of research methods • 2. Evaluating and critiquing research • 3. Hands-on research experience • Group project - analysis of existing data

3. Readings • Babbie, E. (2007). The Practice of Social Research. 11th ed. • Reserve Readings: Journalism Reading Room and PDFs • Notes available from class website: • http://www.journalism.wisc.edu/~dshah/teaching.htm • Look under the “class link” for 658

4. Exams • 2 In-class exams: • Midterm (40 points) • Final (40 points) • Take-home final • Receive in class and due at final (20 points)

5. Assignments • Ungraded assignments • Brief assignments provided in class • Most will not be graded, but I may spot check • Definitions, scenarios, and discussion points

6. Class Research Project • Existing survey data • 2006 DDB Life Style Study • Relationships between media use and relevant outcomes • Linkage of message to attitudes and behaviors • Sample of adults collected from across the nation • Will meet with groups next week to discuss interests • Cluster you into groups based on common themes

7. Class Project Assignments • Concept Explication Assignment • 20 points, due week 6 • Research Question/Hypotheses Assignment • 20 point, due week 12 • Statistical Analysis Assignment • 20 points, due week 14

8. Group Presentations • 20 minute presentations: • Framework and results of class project • 40 points toward final grade • Peer evaluation • Each group members evaluates each other member • Consider all aspects of project work • 25 points toward final grade

9. Class Participation • Small Class requires full participation • 25 points - OR Ten percent of your overall grade • Should be speaking up in class, engaging in small group activities, offering your perspective or opinion, asking questions • Also means being a respectful listener to other • Posting relevant materials to the class listserv also counts • Good way for those who are shy about speaking out in class to engage

10. Academic Misconduct • Harsh penalties (course failure referral to Dean of Students): • Cheating • Plagiarism • Falsification of data

11. Grading • 250 points • Collective Grading (curve adjustments) • Basic curve: • 93-100% A • 88-92% AB • 83-88% B • 78-83% BC • 73-78% C • 68-73% D • below 68% F

12. Why Research Methods? • 1. Testing claims, observations, explanations, arguments, • 2. Solving practical problems • 3. Increasing knowledge and understanding • 4. Honing precision of knowledge • 5. Inherently interesting • 6. Research ubiquity • 7. Growing permeation in communication careers

13. Contexts of Communication Research • A. Advertising • B. Public Relations • C. Marketing • D. Public Opinion • E. Political Campaigns • F. Health Communication • G. Research Consulting • H. Interest Group Research • I. Academic Research

14. A. Advertising Research • Consumer research • Establishing target market • Demographic, Geographic, Psychographic analyses • Media research • Diagnostic research • Campaign evaluation

15. Media Research Firms

16. A. Advertising Research • Consumer research • Media research • Diagnostic research • Campaign evaluation

17. Advertising Research • Large agencies have their own research departments • Independent advertising research firms • Advertising research databases

18. Advertising Agencies

19. Advertising Research Firms and Data Centers

20. B. Public Relations Research • Image assessment • Public opinion assessment • Media image assessment – content analysis • Campaign assessment

21. Public Relations Firms

22. C. Marketing Research • Product research • Product feasibility, performance testing, market testing • Pricing analysis • Distribution efficiency • Promotion analysis (Ad/PR research)

23. Marketing Research Firms and Associations

24. D. Public Opinion Research • Describing public opinion (opinion polls) • Predicting election outcomes • Understanding public opinion dynamics/processes

25. Public Opinion Research Firms and Media Polls

26. Gallup Poll – Presidential Approval

27. E. Political Campaign Research • Candidate viability/image assessment • Strategy/opinion assessment • Ad campaign analyses • Fund raising

28. Political Campaign Research Consulting Firms

29. F. Health Communication Research • Community-based campaigns • E.g., heart health, cancer, anti-smoking, anti-drugs, safe sex • Implementation and evaluation research

30. G. Consulting Research • Research consulting in a variety of communication fields

31. H. Interest Group Research • Watchdog groups, public service groups • Non-profit organizations • Advocacy groups, interest groups

32. Interest Group Research Examples

33. I. Academic Research • Social science disciplines engaging in communication research: • Mass communication, psychology, sociology, political science, linguistics/rhetoric, etc. • Research tools: • Experiments, surveys, content analysis, focus groups, participant observation, field studies, textual analysis

34. Becoming a competent researcher… • Mastering basic concepts and principles • Following systematic procedures • Striving for objectivity • Having good research questions • Using the right tool to answer the question • Testing underlying explanations