Tuesday 4 pm, SH 122
Dr. Niaz Ahmed
Professor & Director of Graduate Studies
Office: SH 139 Phone: 308-5258
Hours: M, T, W, R 3 to 4 p.m.
ther times by appointment.
Email:
nahmed@stcloudstate.edu,
Web:
http://web.stcloudstate.edu/nahmed/
COURSE OBJECTIVES
The purpose of this course is to explore various mass communications
research methods including advertising and public relations
research. Students will be exposed to both quantitative and
qualitative research methods, including survey research,
experimental study, content analysis, focus groups, in-depth
interviews, observation research, physiological research, perceptual
mapping, segmentation, Q-methodology, concept and benefit testing,
copy testing, and audience measurement. The course will also
examine research ethics, research reporting, and analysis of
qualitative and quantitative data. Finally, the course will provide
a brief overview of the use of computer and statistical software in
data analysis.
The SCSU Department of Mass Communications is committed to
preserving and fostering diversity and complying with the equity
guidelines set by the university. At the department level, we
recognize diversity in faculty, staff, and students, and we strive
to enhance the richness offered by such diversity. Every member of
this class must work within an academic climate of respect and
civility, and treat others in a professional and respectful manner.
REQUIRED TEXT
Wimmer, R. D. and Dominick, J. R. (2006) Mass Media Research. NY:
Wadsworth.
RECOMMENDED BOOKS
Charles Young (2005).
The Advertising Research Handbook. WA: Ad Essentials.
Don W. Stacks. ((2002). Primer of Public Relations Research. NY: The
Guilford Press.
REQUIREMENTS
I. Research Article
Review and Abstract Writing.
Due date: See Course Schedule. A detailed handout is attached.
II. Research Proposal
& Presentation.
Due date: See Course Schedule. Each student will prepare a research
proposal and present it to the class. A detailed handout will be
provided at a later date. Research topics must be cleared with the
instructor by the deadline indicated in the Course Schedule.
III. Final Research
Report.
Due date: See Course Schedule. Each student will collect and
analyze empirical data in accordance with the research methods
outlined in the research proposal and will then write the final
research report.
IV. Additional Requirement for Graduate Students.
Book Review. Due date: See course schedule. A detailed handout is
attached.
V. Three
Examinations. Dates: See course schedule.
GROUND RULES FOR
CLASS
Failure to comply with the ground rules will affect your grade
negatively. You must conduct yourself in a positive, respectful and
cooperative manner at all times while attending class. If you have a
question or if you want the professor to slow down, feel free to
raise your hand and let the instructor know. If you missed
something while taking notes, you should ask the instructor to
repeat that information rather than asking a classmate next to you.
If you ask your classmate or look at his/her notes while the
instructor continues with his lecture, you will end up missing
additional information.
Any uncivil or inappropriate behaviors will be dealt with in
accordance with the university policy on disruptive behavior.
Uncivil behaviors distract the instructor and other students in
class, disrupt classroom learning, discourage other students from
participating, and negatively affect the instructor's goals for the
class session. Such behaviors are not suited to effective
professional interactions. This strict policy is for the benefit of
the entire class. The ground rules will ensure that inappropriate
behaviors of one or two individuals will not create distractions and
disruptions when the class is in session.
You must follow the
guidelines listed below.
-
Come to class on
time and be attentive
-
Do not get up during
class, leave and return unless it is an emergency
-
Do not leave before
the class is over
-
Maintain academic
honesty
-
Do not chat with
others while the class is in session
-
Do not sleep while
the class is in session
-
Do not do homework
for other classes
-
Read the syllabus
and handouts carefully and follow the instructions
-
Do not eat or drink
while the class is in session
-
Do not smile or
laugh in response to others’ comments while the instructor is
lecturing
-
Submit each
assignment on the due date
-
Do not show
disrespect for the instructor or fellow students
-
Do not read
newspapers, magazines or other non-class material
-
Take each exam on
the scheduled date (no make-up exams).
-
Do not use a palm
pilot, I-Pod or other devices for non-class activities
-
Do not use your cell
phone for text messaging
-
Do not engage in
fidgeting (tapping, gum-snapping, etc.) that distracts others
GRADING
All assignments and tests carry equal weight and will be averaged
for a final grade. Reports will be evaluated for contents,
organization, quality of writing, grammatical form, and clarity.
Points will be deducted for inadequate length, lack of organization,
poor writing, spelling and grammatical errors, insufficient sources,
plagiarism, etc. Oral presentations will be evaluated for contents,
organization, clarity, and overall quality of presentation.
Grading Scale
A: 90 and higher B: 80-89 C: 70-79 D: 60-69
CLASS PARTICIPATION
Students are expected to make a positive contribution to this
graduate seminar through participation and discussions. Class
participation will have some impact on the final grade. You are
encouraged to take notes of class lectures and discussions. Class
lectures, discussions, and presentations will cover material in the
text as well as information from additional sources. Therefore,
taking good notes of class proceedings will certainly aid you in
preparing for the exams.
PLAGIARISM
Plagiarism is a serious offense in higher education. It is
presenting an author's ideas and words as if they are your own.
Whether you are paraphrasing (summarizing a passage or rearranging
the order of a sentence and changing some of the words of another
author) or quoting (exact words of another author), you must give
credit for using ideas and words of others. Proper methods of
citing, footnoting and quoting other authors are described in any
standard style manual.
COURSE SCHEDULE
Session 1
Discussions of syllabus and assignments
Introduction and Overview of research
methods
Class Notes
Session 2
Types of research methods
Development of media research
Process of communication research
Chapter 1 and Class Notes
Discussions of Research Proposal
Research Project Time
Session 3
Method of Social Science Research
Scientific Method
Elements of Research
Chapter 1 and Part of 2
Research Abstract Presentations
Research Project Time
Session 4
Nature of Measurement
Ethics in Research
Chapter 3 and Part of 2
Research Abstract Presentations
Research Topic Approval Deadline
Research Project Time
Session 5
Nature of Measurement
Ethics in Research
Chapter 3 and Part of 2
Research Abstract Presentations
Research Topic Approval Deadline
Research Project Time
Session 6
Sampling
Chapter 4 and Class Notes
Research Abstract Presentations
Research Project Time
Session 7
Exam I
Research Project Time
Session 8
Survey Research
Questionnaire Design
Chapter 7 and Class Notes
Research Project Time
Session 9
Observation Research
Longitudinal Research
Experimental Research
Chapter 8, 9 and Class Notes
Research Proposal Presentations
Research Project Time
Session 10
Physiological Research
Content Analysis
Chapter 6 and Class Notes
Research Proposal Presentations
Research Project Time
Session 11
Research Report Writing
Qualitative Research Methods
Chapter 5 and Class Notes
Research Proposal Presentations
Research Project Time
Session 12
Exam II
Book Reviews Due (for graduate students)
Discussions of Research Project
Research Project Time
Session 13
Data Analysis
Research in the Print Media
Research in the Broadcast Media
Chapters 10-14 and Class Notes
Research Project Time
Session 14
Research in Advertising
Research in Public Relations
Research in Media Effects
Chapters 15-18 and Class Notes
Mass Media Research and the Internet
Research Project Time
Session 15
Exam III
Session 16
Final Research Report Due
