COMM 4484 Syllabus Spring, 2004
Mass Media Research T,Th
Instructor: Dr. Glenn Novak HU 218 836-6621 gnovak@westga.edu
Office Hours: T,Th
Text: Mass Media Research: An Introduction by Roger Wimmer and Joseph Dominick
Course Description: A survey of qualitative and quantitative research methods, data analysis and reporting procedures, and a critical analysis of research applications, including print, telecommunication and electronic media, advertising, and public relations research.
This course, along with Media Law, is required for all Mass Communications majors.
Learning Objectives: (1) Students will be able to identify specific differences between qualitative and quantitative research methods; (2) Students will be able to identify strengths and weaknesses of experimental, survey, longitudinal, and content analysis types of research; (3) Students will be able to identify the processes by which statistical measures such as mean, median, mode, variance, and standard deviation are obtained; (4) Students will be able to interpret the meaningfulness of research conclusions based upon the reported confidence levels associated with research in mass media; (5) Students will be able to identify the value of and differences between reliability and validity in terms of research procedures and findings; (6) Students will be able to identify specific trends and important research findings associated with research in print, PR, advertising, and the broadcasting industries.
Grades: Final course grades will be reported to the Registrar in accordance with the following scale:
A 270-300
B 240-269
C 210-239
D 180-209
F 179
and below
Quizzes: Each week there will be a quiz over one chapter in the book. Each quiz will consist of 20 true-false or multiple-choice items. There will be 15 quizzes in the course.
Make-up quizzes: You may make up no more than two (2) quizzes that you miss for any reason. You do not need to prove an excused absence. If you miss more than two quizzes, you will receive a zero on the remaining missed quizzes. Note: There is no make-up for the last quiz, Quiz #15. Do not miss this last quiz or you will get a zero!
Make-up Quiz #1: Chapter 17 (for those missing one quiz)
Make-up Quiz #2: Chapter 18 (for those missing a second quiz)
Make-up quizzes will be administered near the end of the term at a time to be announced. You may take more than one make-up quiz at a time.
Attendance: Attendance is expected. You will not do well in this course if you do not
attend regularly. The material you will be learning is explained in class through lectures, discussions, and student interactions.
Drop/Withdrawal:
The last day to drop this course is
withdraw
is
A grade of Incomplete will not be given in this course except in extreme cases involving prolonged and documented illness or other emergency, at the discretion of the instructor.
Weekly Schedule
Week 1
January 6 Distribute syllabus. Lecture: “Science and Research.” Read ch. 1
January 8 Discussion. Quiz #1 on ch. 1. Read ch. 2 Last Day to Drop.
Week 2
January 13 Discussion ch. 2: “Elements of Research”
January 15 Quiz #2 on ch. 2. Read ch. 3
Week 3
January 20 Discussion ch. 3: “Research Ethics”
January 22 Quiz #3 on ch. 3. Read ch. 4
Week 4
January 27 Discussion ch. 4: “Sampling”
January 29 Quiz #4 on ch. 4. Read ch. 5
Week 5
February 3 Discussion ch. 5: “Qualitative Research Methods”
February 5 Quiz #5 on ch. 5. Read ch. 6
Week 6
February 10 Discussion ch. 6: “Content Analysis”
February 12 Quiz #6 on ch. 6. Read ch. 7
Week 7
February 17 Discussion ch. 7: “Survey Research”
February 19 Quiz #7 on ch. 7. Read ch. 8
Week 8
February 24 Discussion ch. 8: “Longitudinal Research”
February 26 Quiz #8 on ch. 8. Read ch. 9 (Feb 27 deadline for “W”)
Week 9
March 2 Discussion ch. 9: “Experimental Research”
March 4 Quiz #9 on ch. 9. Read ch. 10
Week 10
March 9 Discussion ch. 10: “Statistics”
March 11 Quiz #10 on ch. 10. Read ch. 11
Week 11
March 16 Discussion ch. 11: “Hypothesis Testing”
March 18 Quiz
#11 on ch. 11.
Read ch. 13 (Note: we will skip ch.
12)
Spring Break
Week 12
March 30 Discussion ch. 13: “Print Media Research”
April 1 Quiz #12 on ch. 13. Read ch. 14
Week 13
April 6 Discussion ch. 14: “Electronic Media Research”
April 8 Quiz #13 on ch. 14. Read ch. 15 Discuss make-up quizzes.
Week 14
April 13 Discussion ch. 15: “Advertising Research”
April 15 Quiz #14 on ch. 15. Read ch. 16
Week 15
April 20 Discussion ch. 16: “PR Research”
April 22 Last Day. Course Evaluation. Quiz #15 on ch. 16 (No make-up for #15)
There is no final examination in this course. Final course grades will not be posted or
e-mailed. Check your grades on Banweb.