1 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 2 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 4 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 5 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. 6 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 7 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 8 5-03 Exam Three 10:00 am