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COMM 3710
Introduction to Quantitative Communication Research
Tuesday & Thursday 9:10-10:30 a.m., LNCO 1110
Prerequisite: Quantitative reasoning requirement "QA"
(for more information see www.ugs.utah.edu/gened.htm ).
Instructor-of-Record: Mark
Bergstrom
Office: LNCO 2100
Mark.bergstrom@utah.edu
Office Hours: T/TH. 10:30 - 11:30
and by appointment. Call Natalie @
581-6214 to schedule an appointment.
Teaching Assistant:
Jennifer Hill
Office: LNCO 2960
Jenniferbhill@gmail.com
Office Hours: T 10:30 –
11:30, virtual hours 1-2,
TH 10:30-11 and by
email appointment.
Teaching Assistant:
Rody Rodriguez
Office: LNCO 2930
rody.rodriguez@utah.edu
Office Hours: MW 3:00 – 4
in person or virtual and by
email appointment.
IMPORTANT!! Update Your E-mail Address!
Immediately update your student record with a current e-mail address! The instructors will use a
class e-mail function to send students important information to the e-mail address on file with the
university.
Course Description
A communication degree provides special expertise – something above and beyond common
sense understandings of communication. This course exposes you to social science and
behavioral quantitative research approaches to generating knowledge. It is designed to give both
mass and speech communication students (and those from other majors) expertise in quantitative
research basics. It builds on your previous quantitative reasoning knowledge and skills (see
prerequisite above), and involves substantial practical and theoretical application of quantitative
methods. The course is presented in three modules. At the end of the course, the students will
be able to:
Course Objectives
Module One: Quantitative Reasoning – Use Numbers to Build Models of How the World
Works
The first module begins by introducing you to social science inquiry and its language and
strategies. This module also investigates the concept of numbers and how "they mean,” which is
critical to the statistical decisions made in the final module. The research process is examined,
and the essential concepts of hypotheses and variables are introduced. You learn to create and
integrate charts and graphs in text documents. An introduction to descriptive statistics is then
presented. Measures of central tendency and the importance of understanding variability are
emphasized. Visual displays of data in scientific sources and in the media are then analyzed and
critiqued. This module concludes with an introduction to inferential statistics and sampling
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distributions
Module Two: Practical Application – Understand Media Statistics and the Design,
Construction, and Implementation of Survey and Experimental Communication Research
The second module begins with an in-depth investigation of applied statistics in the media,
including audience analysis, ratings, and public opinion polling. For example, Chi-Square is
discussed in terms of public opinion polling. Public opinion is embedded in our culture, from
polls publicized in mass media to pop culture references on The West Wing about "…getting a
poll in the field." We rely on public opinion to inform policymakers, to gauge sentiment, and to
make business decisions. The forms of reasoning in experimental (causal and conditional) and
survey (correlational) methods, also essential to the other course modules, are then presented.
During this module, students will design a survey integrating experimental design components.
Students will then collect data, and create a master data set that will be used in the third module.
Module Three: Make Statistical Decisions and Create Models -- Data Analysis, Numerical
and Computational Techniques, and Mathematical Models
The final COMM 3710 module builds on the research design and statistics foundations presented
in the first two modules. This module applies numerous statistical procedures by investigating
the data generated and collected by students in their previous assignments. The module begins
with examples of causal reasoning and group difference statistics, continues with correlational
reasoning and relationship statistics. Several other advanced statistical procedures are also
presented and applied to everyday experiences of students, including multiple regression and
ANOVA, with the ultimate goal of building models of how communicative processes work.
Students should consider the three modules as cumulative; each module builds upon material
presented in previous modules. If you do not grasp concepts presented in one module, it will
affect your ability to understand subsequent modules. Seek help from the instructor or TA as
soon as you experience difficulty.
Teaching and Learning Methods
This course includes lecture, discussion, small group problem solving, and independent lab work.
Evaluation Methods and Criteria
You must complete ALL assignments satisfactorily in order to receive a passing grade in this
course. Each assignment contributes to your final grade as follows:
Module
One
Assignment
Exam One
Homework 1
Homework 2
Homework 3
Points
40
10
10
10
Percent
20%
5%
5%
5%
3
Module
Two
Three
Assignment
Exam Two
Homework 4
Homework 5
Homework 6
Homework 7
Homework 8
Exam Three
Total
Points
40
10
10
10
10
10
40
200 pts.
Percent
20%
5%
5%
5%
5%
5%
20%
100%
Grades will be assigned according to the standards reported in the class schedule
http://www.sa.utah.edu/regist/handbook/grading.htm
Exams
All exams are multiple-choice. Bring a number-two pencil to all exams; you also will need a
small calculator for exams two and three. Late exams are not administered. If you must miss an
exam for an official University-sanctioned activity or for an unforeseen emergency, you must
receive the instructor’s approval, and you must take the exam before its scheduled date.
Completed exams are the property of the instructor.
Assignments
Detailed assignment descriptions and evaluation criteria are provided in advance of assignment
due dates. At the beginning of each module, find the assignments listed in this syllabus on
WEBCT and click on the link to obtain a copy.
Because you are receiving an individual grade for each assignment, you must complete each
assignment individually. Copying assignments (including working in groups) is a form of
plagiarism and is not tolerated. Plagiarized assignments receive ZERO points and cannot be
made up. Submit each assignment in the required form or it will not be graded. Usually this
involves typed written assignments and pencil or blue/black ink on assignments with equations
or formulas (Please, no red ink or iridescent markers.). If an assignment has numbered portions,
make sure your answers are keyed to each number and are easily located by the grader.
Assignments are due at the beginning of class on the due date. A late assignment is accepted for
FIVE SCHOOL DAYS after its due date and incurs a penalty equal to 20% of the total points
possible FOR EACH LATE DAY (excluding Saturday, Sunday and holidays). In-class
assignments cannot be made up.
Reevaluation Requests
The burden of proof in any disagreement over evaluation of your performance rests with you. If
you desire reevaluation of a grade for an assignment, exam or other activity, you must submit
your request and rationale in writing to the instructor within one week of receipt of the original
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evaluation. In writing, identify the specific requested change and provide a reasoned argument
and include evidence to support the change.
Attendance
The University expects regular and punctual attendance at every class meeting. Class activities
and discussions constitute a major portion of the learning experience in this course. As such,
missed classes cannot be fully "recovered" by reading the texts and borrowing class notes. An
absence interferes with your learning and work performance; therefore attendance is expected for
all class days. If you must miss a class, you are responsible for obtaining the material from a
classmate, not the instructor.
Students who miss class to participate in officially sanctioned University activities (e.g., band,
debate, student government, athletics) can make up assignments and exams. Get a written
statement from the department or program describing the activity and stating precisely the dates
of your required absences from COMM 3710. Please submit these dates as early as possible in
the semester.
http://www.sa.utah.edu/regist/handbook/attend.htm
The classroom design makes late arrivals particularly disruptive for other students. Allow for
parking, traffic, and weather conditions so as not be discourteous to your fellow classmates. If on
a rare occasion you’re late, enter the classroom very quietly and sit in the back rows of empty
seats, not on the aisle steps or back floor; this area must be kept free according to the fire code.
Academic Honesty
Strict standards of academic honesty are enforced. Cheating and plagiarism result in appropriate
penalties, such as a failing grade on a specific exam or for the entire course. Remember that
copying assignments is a form of plagiarism.
Students have specific classroom rights as detailed in Article III and IV of the Student Code
(http://www.sa.utah.edu/regist/handbook/StudentHandbook.htm). In addition, the Code specifies
proscribed conduct (Article V and VI) that involves cheating on tests, plagiarism, and/or
collusion, as well as fraud, theft, etc. Students may receive sanctions for violating one or more of
these proscriptions. You have the right to appeal any such sanctions.
ADA
The University of Utah seeks to provide equal access to its programs, services and activities for
people with disabilities. If you will need accommodations in the class, reasonable prior notice
needs to be given to the Center for Disability Services, 162 Olpin Union Building, 581-5020
(V/TDD). CDS will work with you and the instructor to make arrangements for accommodations.
All written information in this course can be made available in alternative format with prior
notification to the Center for Disability Services.
Drop/Withdrawal and Other Important Dates to Remember
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Consult the Drop/Withdrawal Deadlines detailed in the University Schedule.
http://www.sa.utah.edu/regist/calendar/datesDeadlines/deadlines.htm
Faculty and Student Responsibilities
In addition to the specific responsibilities outlined above, the co-constructed learning
accomplished in this class are governed by the student code
http://www.regulations.utah.edu/academics/6-400.html
and the university Policy and Procedure Manual
http://www.regulations.utah.edu/ .
Required Readings
There are two sources for course readings. Readings are available at Marriott Library through
Electronic Reserve. If you have trouble accessing the materials, try the “How to Guide”
http://campusguides.lib.utah.edu/course_reserves_guide. It provides a walkthrough that will
explain searching courses, filtering courses and finally how to access copyrighted material from
off campus. If you have any questions, call the Reserve Desk at 581-4670.
I also post many important handouts and supplemental readings linked directly to Canvas. The
syllabus is updated throughout the semester, so check it frequently to make sure you have all the
readings.
Library Reserve Readings for each of the modules with complete citations are listed below.
Bennet, J. O., Briggs, W.L., & Triola, M.F. (2001). Statistical Reasoning for Everyday Life.
Boston, MA: Addison Wesley. pp. 97-154.
Rosenberg, K.M. (1990). Statistics for the Behavioral Sciences. Dubuque, IA: Wm. C. Brown.
pp. 44-66
Frey, L.R., Botan, C.H., Kreps, G.L. (2000). Investigating Communication. Boston. Allyn and
Bacon. pp. 315-335.
Hocking, J. E., Stacks, D. W., & McDermott, S. T. ( 2003). Communication Research. (Third
Edition). Boston: Allyn and Bacon. pp. 1-22.
Stacks, D.W., & Hocking, J. E. (1992). Essentials of Communication Research. Harper Collins.
23-41.
Coombs, W. T. & Holladay, S. J. (2010). An exploration of the effects of victim visuals on
perceptions and reactions to crisis events. Public Relations Review, 37, 115-120.
Keyton, J. (2001). Communication Research. Mountain View, CA: Mayfield. Pp. 315-326.
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Baxter, L.E. & Babbie, E. (2004) The Basics of Communication Research. Belmont, CA:
Wadsworth. pp. 204-229.
Watt, J.H., & Van Den Berg S. A. (1995). Research Methods for Communication Science.
Boston, MA: Allyn and Bacon. pp. 109-132.
McTavish, D. & Loether, H. (1999). Social Research . Addison-Wesley. pp. 134-161.
Keyton, J. (2001). Communication research. Mountain View, CA: Mayfield. pp. 206-217.
Mason, R. D., Lind, D. A., & Marchal, W. G. (1998). Statistics: An introduction. New York:
Duxbury Press. pp. 399-420, 429-445.
Course Schedule
This syllabus and schedule are subject to change as necessary to adapt to class size, student
performance, instructor error, and unexpected circumstances.
Module One:
Quantitative Reasoning – Using Numbers to Build Models of How the World Works
Date
1-10
Topic
Orientation to Course Design and
Policies.
1-12
Knowing, Theory and Research
Hocking et al. pp 5-23
1-17
Stacks pp. 23-41
1-19
Knowing, Theory and Research
(cont.)
Measures of Central Tendency
1-24
1-26
Dispersion
Describing Data
1-31
2-2
Graphics in the Media
Using Excel to Display Data
Inferential Statistics
Rosenberg pp. 44-66
Bennet, Briggs, &
Triola pp.97-150
Webct data files
2-7
Sampling Distributions
2-9
Applied Statistics: Understanding
Craps or Creating Theoretical
Sampling Distributions
Review
2-14
Reading
Rosenberg pp. 44-66
Frey et al. pp. 315335
Frey et al. pp. 315335
Webct data files
Exam One Review
Sample Items One
Assignment
Homework 1: Class
Generated Survey
Homework 2 Due
Homework 3 Due
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2-16
Exam One
Module Two:
Practical Application – Understanding Media Statistics and the Design, Construction, and
Conducting of Survey and Experimental Communication Research
Date
2-21
2-23
2-28
Topic
Chi-square
Public Opinion Polls:
Standard Error of Percentage
The Research Report
The Research Process
3-01
3-06
3-08
Measurement
Reliability and Validity
Experiments
Causal Reasoning
Survey Research
Correlational Reasoning
Reading
Keyton, pp. 207-214
WebCT Reading
Coombs & Holiday
pp.115-120
Keyton 315-326
Assignment
Homework 4 Due
Watt & Van Den Berg NOTE: reading in 2
pp. 109-132
parts!
Baxter & Babbie pp.
204-229
McTavish & Loether
Homework 5 Due
pp. 134-161
Sample Items 2
3-13 & Spring Break
3-15
3-20
Review
3-22
Exam Two
Module Three: Make Statistical Decisions and Create Models -- Data Analysis, Numerical
and Computational Techniques, and Mathematical Models
Date
3-27
3-29
4-03
4-05
4-10
4-12
4-17
4-19
4-24
4-26
Topic
T-tests
Class Survey Application: T-tests
Correlation
Class Survey Application:
Correlation
Correlation Details and Regression
Multiple Regression
Class Survey Application: Multiple
Regression
ANOVA
Class Survey Application: ANOVA
Review
Reading Day
Reading
Handouts
Keyton, pp. 214-217
Webct data files
Mason, Lind, &
Marchal pp. 399-420
Assignment
Homework 6 Due
Mason, Lind, &
Marchal pp. 429-445
Homework 7 Due
Webct data files
Handouts
Webct data files
Sample Items 3
Homework 8 Due
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5-03
Exam Three 10:00 am