Journalism 658:
Communication
Research Methods
Prof. Dhavan Shah
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
Readings
 Babbie, E. (2007). The Practice of Social Research. 11th ed.
 Reserve Readings: Journalism Reading Room and PDFs
 Notes available from class website:
 http://www.journalism.wisc.edu/~dshah/teaching.htm
 Look under the “class link” for 658
Exams
 2 In-class exams:
 Midterm (40 points)
 Final (40 points)
 Take-home final
 Receive in class and due at final (20 points)
Assignments
 Ungraded assignments
 Brief assignments provided in class
 Most will not be graded, but I may spot check
 Definitions, scenarios, and discussion points
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
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
Group Presentations
 20 minute presentations:
 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
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
Academic Misconduct
 Harsh penalties (course failure referral to Dean of Students):
 Cheating
 Plagiarism
 Falsification of data
Grading
 250 points
 Collective Grading (curve adjustments)
 Basic curve:







93-100%
88-92%
83-88%
78-83%
73-78%
68-73%
below 68%
A
AB
B
BC
C
D
F
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
Contexts of Communication Research
•
A. Advertising
•
B. Public Relations
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C. Marketing
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D. Public Opinion
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E. Political Campaigns
•
F. Health Communication
•
G. Research Consulting
•
H. Interest Group Research
•
I. Academic Research
A. Advertising Research
 Consumer research
 Establishing target market
 Demographic, Geographic, Psychographic analyses
 Media research
 Diagnostic research
 Campaign evaluation
Media Research Firms
A. Advertising Research
 Consumer research
 Media research
 Diagnostic research
 Campaign evaluation
Advertising Research
 Large agencies have their own research departments
 Independent advertising research firms
 Advertising research databases
Advertising Agencies
Advertising Research Firms and Data
Centers
B. Public Relations Research
 Image assessment
 Public opinion assessment
 Media image assessment – content analysis
 Campaign assessment
Public Relations Firms
C. Marketing Research
 Product research
 Product feasibility, performance testing, market testing
 Pricing analysis
 Distribution efficiency
 Promotion analysis (Ad/PR research)
Marketing Research Firms and Associations
D. Public Opinion Research
 Describing public opinion (opinion polls)
 Predicting election outcomes
 Understanding public opinion dynamics/processes
Public Opinion Research Firms and Media
Polls
Gallup Poll – Presidential Approval
E. Political Campaign Research
 Candidate viability/image assessment
 Strategy/opinion assessment
 Ad campaign analyses
 Fund raising
Political Campaign Research Consulting
Firms
F. Health Communication Research
 Community-based campaigns
 E.g., heart health, cancer, anti-smoking, anti-drugs, safe sex
 Implementation and evaluation research
G. Consulting Research
 Research consulting in a variety of communication fields
H. Interest Group Research
 Watchdog groups, public service groups
 Non-profit organizations
 Advocacy groups, interest groups
Interest Group Research Examples
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
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