1. Journalism 658: Communication Research Methods
Prof. Dhavan Shah

2. Purpose 1. Basic grounding in research methodology for
Undergrads:
Journalism and Strategic Communication
Investigative, analytic, and evaluative
Graduate students:
Foundation for thesis and dissertation research
Introduction to range of research methods
2. Evaluating and critiquing research
3. Hands-on research experience
Group project - analysis of existing data 1

3. Readings Babbie, E. (2007). The Practice of Social Research. 11th ed.
Reserve Readings: Journalism Reading Room and PDFs
Notes available from class website:
Look under the “class link” for 658

4. Exams 2 In-class exams: Take-home final Midterm (40 points)
Final (40 points)
Take-home final
Receive in class and due at final (20 points)

5. Assignments Ungraded assignments Brief assignments provided in class
Most will not be graded, but I may spot check
Definitions, scenarios, and discussion points

6. Class Research Project
Existing survey data
2006 DDB Life Style Study
Relationships between media use and relevant outcomes
Linkage of message to attitudes and behaviors
Sample of adults collected from across the nation
Will meet with groups next week to discuss interests
Cluster you into groups based on common themes

7. Class Project Assignments
Concept Explication Assignment
20 points, due week 6
Research Question/Hypotheses Assignment
20 point, due week 12
Statistical Analysis Assignment
20 points, due week 14

8. Group Presentations 20 minute presentations: Peer evaluation
Framework and results of class project
40 points toward final grade
Peer evaluation
Each group members evaluates each other member
Consider all aspects of project work
25 points toward final grade

9. Class Participation Small Class requires full participation
25 points - OR Ten percent of your overall grade
Should be speaking up in class, engaging in small group activities, offering your perspective or opinion, asking questions
Also means being a respectful listener to other
Posting relevant materials to the class listserv also counts
Good way for those who are shy about speaking out in class to engage

10. Academic Misconduct
Harsh penalties (course failure referral to Dean of Students):
Cheating
Plagiarism
Falsification of data

11. Grading 250 points Collective Grading (curve adjustments) Basic curve:
88-92% AB
83-88% B
78-83% BC
73-78% C
68-73% D
below 68% F

12. Why Research Methods?
1. Testing claims, observations, explanations, arguments,
2. Solving practical problems
3. Increasing knowledge and understanding
4. Honing precision of knowledge
5. Inherently interesting
6. Research ubiquity
7. Growing permeation in communication careers

13. Contexts of Communication Research
A. Advertising
B. Public Relations
C. Marketing
D. Public Opinion
E. Political Campaigns
F. Health Communication
G. Research Consulting
H. Interest Group Research
I. Academic Research

14. A. Advertising Research
Consumer research
Establishing target market
Demographic, Geographic, Psychographic analyses
Media research
Diagnostic research
Campaign evaluation

15. Media Research Firms

16. A. Advertising Research
Consumer research
Media research
Diagnostic research
Campaign evaluation

17. Advertising Research
Large agencies have their own research departments
Independent advertising research firms
Advertising research databases

18. Advertising Agencies

19. Advertising Research Firms and Data Centers

20. B. Public Relations Research
Image assessment
Public opinion assessment
Media image assessment – content analysis
Campaign assessment

21. Public Relations Firms

22. C. Marketing Research Product research Pricing analysis
Product feasibility, performance testing, market testing
Pricing analysis
Distribution efficiency
Promotion analysis (Ad/PR research)

23. Marketing Research Firms and Associations

24. D. Public Opinion Research
Describing public opinion (opinion polls)
Predicting election outcomes
Understanding public opinion dynamics/processes

25. Public Opinion Research Firms and Media Polls

26. Gallup Poll – Presidential Approval

27. E. Political Campaign Research
Candidate viability/image assessment
Strategy/opinion assessment
Ad campaign analyses
Fund raising

28. Political Campaign Research Consulting Firms

29. F. Health Communication Research
Community-based campaigns
E.g., heart health, cancer, anti-smoking, anti-drugs, safe sex
Implementation and evaluation research

30. G. Consulting Research
Research consulting in a variety of communication fields

31. H. Interest Group Research
Watchdog groups, public service groups
Non-profit organizations
Advocacy groups, interest groups

32. Interest Group Research Examples

33. I. Academic Research
Social science disciplines engaging in communication research:
Mass communication, psychology, sociology, political science, linguistics/rhetoric, etc.
Research tools:
Experiments, surveys, content analysis, focus groups, participant observation, field studies, textual analysis

34. Becoming a competent researcher…
Mastering basic concepts and principles
Following systematic procedures
Striving for objectivity
Having good research questions
Using the right tool to answer the question
Testing underlying explanations