MACO 453
Media Research
Spring 2005
Office: 101-A Talbot
EMAIL: rick.duet@nicholls.edu
1. MACO 453. Media Research. 3 3 0. Prerequisite: MACO 101. Mass communication research methods, including focus groups, surveys, content analysis, statistics, copy testing, audience research, computer application and evaluation. (09.0902)
2. Prerequisites - MACO 101
3. Course Objectives
At the conclusion of this course, students will be able to:
á Identify basic concepts and terms in social research.
á Analyze research found in scholarly journals, such as Journalism & Mass Communication Quarterly.
á Identify major qualitative and quantitative research methods and how to apply them in research situations.
á Create a prospectus for a mass communication research project.
4. Material and Textbooks
Text: Communication Research by Joann Keyton, 2nd Edition.
5. Class Meetings, Attendance, Class Policies
1. You are allowed 3 absences by the University. Any absence beyond that will affect your grade.
2. Class participation in discussions is mandatory and graded.
3. You are encouraged to take notes, and to get notes from a fellow student when absent.
4. Makeups for exams are given at the next class period the student is present. Late projects are due at the next class meeting the student attends.
5. Smoking, Eating, Drinking, and Chewing of anything are not allowed in class AT ANY TIME.
6. Students must complete all the work (i.e., tests, projects, presentations, papers, productions, writing assignments, etc.) required to receive a passing grade for this course. Completion of all the work required does not guarantee a passing grade. Failure to complete any required work will result in a grade of "F" for the course.
7. A portfolio is required of every Mass Communication student. The student's portfolio will be presented and graded in the capstone course of the student's emphasis. Further details on the portfolio requirements may be found in the MACO Student Handbook or from any MACO professor. All work in all MACO courses should be corrected and archived on disk and in hard copy for possible inclusion in the student's portfolio.
6. Procedure for Conducting Class
1. Lecture/demonstration
2. Assignment/presentation/discussion
3. Evaluation
***Discussion and taking of notes suggested
7. Grading Policy
All Grades carry equal weight (except exercises which are 25 points each and total into a full grade.
Grading scale is:
A=100-90
B=89-80
C=79-70
D=69-60
F=59 or below
*Any assignment late for deadline will be docked 1 point per minute
up to 10 points.
8. Tests and Evaluations
1. There will be a Mid-Term Exam and Final Project.
2. Students will also present research findings and make presentations.
3. Students should use these corrected publications to finish building a portfolio of their work.
***Plagiarism and other forms of dishonesty will be dealt with severely, the minimum penalty being an F in the course.
9. Course Outline
Week 1 Introduction to Media Research Chapter 1 & 2
Week 2 Qualitative vs. Quantitative Chapter 3 & 4
Week 3 Research Ethics Chapter 5
Week 4 Measurement Chapter 6
Week 5 Sampling, Significance Levels, & Hypothesis Testing Chapter 7
Week 6 Quantitative Research Designs Chapter 8
Week 7 Surveys and Questionnaires Chapter 9
Week 8 Mid-Term Exam
Week 9 Statistics Chapter 10
Week 10 Testing for Differences Chapter 11
Week 11 Testing for Relationships Chapter 12
Week 12 Quantitative Analysis of Text Chapter 13
Week 13 Writing the Quantitative Research Report Chapter 17
Week 14 Writing the Quantitative Research Report Chapter 17
Week 15 Writing the Quantitative Research Report Chapter 17
Week 16 Final Presentations of Research Report
1. Develop 2 specific research questions that you plan to ask concerning your topic.
2. Do an extensive literature review of journal articles that are relevant to your topic. This means looking up and reading all the past research that has been done on this subject (10 minimum articles for this part of assignment; no maximum). Provide the historical background of the topic if applicable. Look for themes, contradictions, and issues in the literature that relate to your topic. YouÕll be looking for both recent (1 to 5 years old), and older articles that help establish historical precedents on that topic. After you have collected your articles, organize them by the subject/text under investigation, the findings and any weaknesses in the work, such as method flaws or any specific thing the author did not do but should have in your opinion. You will use them to form your literature review, which in total should be pages 2-8 of your paper. In the first page of your paper, provide a statement on the purpose of your study and establish the significance of your research by linking it to theory and past research done on the topic. Your research questions come at the end of your lit review section and should be a logical area of inquiry based on what you discovered in the lit review.
3. Pick one methodology that you will use to explore your research topic. Quantitative methods include surveys, experiments and content analyses. Qualitative methods include focus groups, in-depth interview, and participant observation. Pick the method that is most appropriate for answering the research questions youÕve proposed. For the methodology section, explain how you would use this method to answer your research questions. For example, if youÕre using survey methodology, you would explain whether you plan to do a random sample or a convenience sample, and why, and how you would pull that sample. Give all relevant specific details to executing the proposed study. Clearly explain how you will execute your data gathering. Be so specific that if another researcher picks up your paper he or she could replicate your study using only your explanation of the methodology in the paper for directions. Make certain to mention any equipment you would need to carry out your study (such as a tape recorder or video recorder). Also explain where you would go to find the data you plan to look at and/or the participants you plan to use in your study. Finally, in this section, justify your use of this method by explaining its strengths and weaknesses. Also explain the threats to reliability and validity. This section should be pages 8-10 of your paper.
4. Now design the instruments needed for your chosen method. Most methods, including content analyses, surveys, focus groups, and depth interviews, require you to design ÒinstrumentsÓ for your data gathering, such as code sheets, questionnaire forms or interview guides. You will need to complete the necessary instrument where appropriate. If youÕre not sure if you need one, ask me. If your research involves human subjects, youÕll need to include a copy of the ÒconsentÓ form that they would sign. This form, as well as your instrument, will be attached at the end of the paper, after the reference section, in the appendix.
5. Now tie all this work together to form the rough draft of your paper. Make certain to include a title page and abstract as directed by the APA 5th ed. manual. Also include a references section that lists all the studies cited in your literature review. Include all appropriate forms in an appendix section as explained by the APA 5th ed. guide.
6. The body of your paper should be no longer than 10 written pages, not including title page, abstract, references or appendix. No more, no less.
11. Journal Article Summaries:
You must answer the following questions in your summary to get all 25 points. These summaries should be no more than 1 page. Make sure you give your summary in the order listed below. No need to bring the article as I will make random honesty checks and if you fail the check, you fail the class!
1. Title of article.
2. AuthorÕs name.
3. Date of publication.
4. Journal title.
5. Summary of research questions or goal.
6. Summary of methodology, including number/sex/age of subjects, how sample was drawn and how method was administered.
7. Summary of findings.
8. Limitations of study.