School of Communication

CMNS 260-3

(Q) Quantitative*

Jan Marontate Spring 2007

Telephone (604) 291-5449 Burnaby Day

Office: K9654

e-mail: jmaronta@sfu.ca

EMPIRICAL COMMUNICATION RESEARCH METHODS

Prerequisites: CMNS 110 or 130.

Overview:

This course is an introduction to ways of conducting empirical research. Empirical research uses techniques of direct and indirect observation to test hypotheses and develop new ideas. The course will introduce students to basic principles and tools in research design and data analysis. It will spend more time on quantitative research methods than qualitative methods because qualitative methods are covered in more detail in other courses.

The goal of this course is to help students develop the skills necessary to read and critically evaluate the use of findings in research reports and scholarly articles. The course provides useful knowledge for upper-level coursework and opportunities for students to learn skills many employers hope new university grads will have.

Empirical research guides decision-making in matters that concern all of us. Understanding of how research is done is an essential step in assessing appropriate uses of research findings.

Format:

As a general rule there will be two lectures and one tutorial each week.

Textbook and Reading Materials:

• Baxter, L.A. & E. Babbie, The Basics of Communication Research, Thomson Wadsworth,     2004, 0-534-50778-6.

• Other readings will be assigned and made available electronically or put on reserve at the     Bennett Library.

Preliminary Grading Scheme (to be confirmed in class):

Tests (during class time) 30%

Final Examination (during exam period) 35%

Assignments 25%

Tutorial Attendance and Participation 10%

The School expects that the grades awarded in this course will bear some reasonable relation to established university-wide practices with respect to both levels and distribution of grades. In addition, the School will follow Policy T10.02 with respect to “Intellectual Honesty” and “Academic Discipline”. (See the current Calendar, General Regulations Section).

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* Students who begin their degrees in Fall 2006 onwards must successfully complete at least two (Q) courses (minimum 6 credits), lower or upper division. It is strongly recommended that students take one (Q) course as early as possible, preferably in the first 30 credits. Students are required to complete their first (Q) course within their first 60 credit hours. Courses with “Q” designation will assist students to develop quantitative (numeric, geometric) or formal (deductive, probabilistic) reasoning, and to develop skills in practical problem solving, critical evaluation, or analysis.

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TENTATIVE OUTLINE OF CLASS SESSIONS

This is a preliminary schedule intended to help you plan your study schedule. Changes to this schedule will be announced in class.

Part One: INTRODUCTION TO SCIENTIFIC INQUIRY

Week 1: Introduction and course administration

• Scientific inquiry and types of empirical research
• The role of theory in research; Paradigms, differing approaches and their implications for research methodology
• Concepts & variables

Week 2: Core elements of research design:

• Research questions, conceptualization & operationalization, levels of measurement, units of analysis
• Ethics & contemporary Research Practices (Building ethics into your basic strategy);

Part Two: QUANTITATIVE COMMUNICATION RESEARCH

Week 3: Measurement, Scales

Week 4: Sampling

Week 5: Experimental Research & Quantitative Text Analysis

· Quiz 1

Week 6: Interviews & Survey Research

Week 7-10: Basic Statistics

• Data processing, cleaning and analysis
• Results with one variable (univariate analysis), measures of central tendency, dispersion, variance, standard deviation etc.
• Normal Distribution, sampling distributions, standard error

• Results with two variables (bivariate analysis), cross tabulation, frequency distributions, measures of association, etc.

· Quiz 2

• Covariance, correlation, regression
• The null hypothesis, statistical significance, chi-squared
• (if time) z tests, t-tests, ANOVA

Part Three: QUALITATIVE COMMUNICATION RESEARCH & OTHER RESEARCH TYPES

Weeks 11-12: Unobtrusive measures & research using available data

• Field research
• Qualitative text analysis
• Historical comparative research

Week 13: Catch-up and Review

Final Exam: Thursday, 12 April, 3:30-6:30 pm Room TBA