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. 11
th
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% A
88-92% AB
83-88% B
78-83% BC
73-78% C
68-73% D
below 68% 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
C. Marketing
D. Public Opinion
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