JRNL 405 Introduction to Mass Communication Research Spring ...

JRNL 405
Introduction to Mass Communication Research
Spring 2010
Meeting Time: T/R 2:00 – 3:15 pm
Location: 1244 Communications Building
Instructor:
Dr. Wenjing (Wendy) Xie
E-mail: wxie@siu.edu
Office: 1228 Communications Building
Office Hour: TR 1:00 – 2:00pm / 3:30 – 4:30pm or by appointment
Teaching Assistant:
Xudong Liu
E-mail: oialiu@gmail.com
Office: 2231 Communications
Office Hour: By appointment
Course Description
This course introduces various research methods in the study of communication and mass media.
Topics include the scientific research process, the measurement and operationalization of
constructs, research methods such as survey, experimental design, content analysis, focus group,
etc., statistical data analysis, presentation of data in social science reports, and research ethics.
Course Goals
• To introduce the scientific method of inquiry used in the social sciences, particularly as
they inform communication and mass media research.
• To develop an understanding of how abstract communication-related constructs are
measured and studied.
• To help students design and conduct a communication research project by training them
to formulate questions, and develop appropriate methods for generating the data needed
for answering those questions.
• To gain experience using computers as an aid to describing research findings.
• To being to acquire the skills needed to successfully read and understand empirical
research in communication
Required Textbook
• Wimmer, R. & Dominick, J. (2006). Mass media research: An introduction. Boston:
Wadsworth.
Recommended Textbook
• Stempel, G., Weaver, D., & Wilhot, G. (2003). Mass communication research and theory.
Boston : Allyn and Bacon.
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Formal Course Assessment
Exams
There will be two exams, Exam #1 and Exam #2, during the semester. An in-class final exam
will also be administered during the final exam week. These exams will be a combination of
multiple choice and short answer (a few sentences or a paragraph). Exam #1 and Exam #2 will
cover material presented from the first and second thirds of the course, respectively. The final
exam is “quasi-cumulative”. It will be heavily in favor of material presented since the 2 nd exam.
However, due to the cumulative nature of the course content, key concepts from earlier sections
will be involved in later parts of the course and may be tested on more than one exam. So the
final exam will contain questions from material presented throughout the semester. Because the
exams will be based on both of the readings and the materials presented during lectures, it
is important for you to attend the lecture meetings consistently.
The three exams will be closed book. However, for the final exam, you may prepare and use an
8.5"x 11" two-sided page note.
The final exam will involve basic statistics. So please bring a calculator if you can. Cell phones
are not allowed to be used as a calculator during the exams. The sharing of calculators between
students is not allowed, either.
Group Project
The major assignment for this course is the completion of a group project and the presentation of
that project at the end of the semester. This group project will be a research proposal, including
research background, research questions, hypotheses, method, strategy of data analysis and
results.
Each group should consist of 2 – 4 people. The group project encourages students to cooperate
with each other and share their knowledge.
The research project cannot be completed in just a few weeks—it is something you are expected
to be thinking about and working on throughout the term, in close correspondence with the
instructor or the teaching assistant.
Attendance
You are expected to attend all of the lectures and participate in all class activities. Attendance
will be taken at the beginning of the class. After eight or more unexcused absences, you will
receive an “F” in your final grade. Students are expected to present documentation to obtain
an excused absence within one week of missing classes.
Make-up Exam
Students are expected to take the exams at the time scheduled by the instructor. If you have an
unforeseen and documented reason for missing an examination, arrangements for a makeup can
be made. However, the format of the make-up exam may not be the same as the exam given at
the regularly scheduled time. If a student misses an exam and cannot provide documentation, the
student will receive a score of zero.
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Incompletes
No incomplete grades will be issued except in extraordinary and well-documented circumstances.
Course Grades
Assessment
Exam #1
50 points
Exam #2 50 points
Group Project 150 points
Final Exam 100 points
Attendance & Participation 10 points
Total 360 points
Grade Scale:
A = 320 points or above
B = 284 – 319.9 points
C = 248 – 283.9 points
D = 212 – 247.9 points
F = 211.9 points and below
Course Topic & Schedule
The lecture topics and relevant readings for each class are listed in the table below. Students are
expected to have completed the assigned readings for the day before coming to class. Topics and
schedule are subject to change.
Date Topic Readings Group Project
Jan.19 Course Overview pp. 1 -27
Jan.21 Research Context I: Print and Ch. 13 & Group name list due
Broadcasting Media
14
Jan.26
Jan.28
Research Context II: Advertising Ch. 15
Feb.2 Measurement pp.44-58
Feb.4 Sampling I Ch.4 Research topic due
Feb.9 Study Tour to Morris Library:
How to use the library to do
research in journalism & mass
communication
Feb.11 Sampling II
Feb. 16 Survey I Ch. 7 Research background due
Feb.18 Survey II
Guest speaker: Alex Jiang:
Online Survey
Feb. 23 Catch up & Review
Feb.25 Exam 1
3

Mar.2 Experimental Design I Ch. 9 Research questions and
hypotheses due
Mar.4 Experimental Design II
Mar.9
Mar.11
Spring Break
Mar.16 Content Analysis I
Ch. 6
Mar.18 Content Analysis II
Guest speaker: Yang Feng:
Content analysis of fashion
magazines in China
Mar.23 Focus Group I
pp. 128-
Mar.25 Focus Group II
135
Mar.30 Field Observation pp. 120-
128
Methodology due
Apr.1 Catch up & Review
Apr.6 Exam 2
Apr.8 Descriptive Statistics Ch. 10
Apr.13 Inferential Statistics &
Hypothesis Testing I
Ch. 11&12
Apr.15 SPSS Tutorial
Apr.20 Discussion of the Project
Apr.22 Inferential Statistics &
Data analysis strategy
Hypothesis Testing II
due
Apr.27 Presentation of Research Results
Apr.29 Research Ethics Ch. 3
May4 Catch up & Review
May6
Presentation of Group Project Final paper due
4