Communication 362-4:

Evaluation Methods for Applied Communication Research

Professors:

Course Description:

Evaluative techniques and research design for use in assessing the uses and consequences of the introduction of new media or technologies, technology transfer and new communication policies.

Topics will include the formation of research questions, research design, ethics in field research, and development of research proposals. Students will be introduced to a variety of research methods which may include participant observation, interview techniques, discourse and content analysis, documentary research, ethnography, survey research, focus groups and other techniques as required by student interests and needs.

Format: 2 hour lecture and 2 hour lab/tutorial.

Each week a topic will be introduced in the lecture. Lab time will be used to give students an opportunity to try the research methods introduced each week during the lectures.

Prerequisites: At least 60 credit hours, including CMNS 253, and one of CMNS 260 or 261.

Required Texts:

Marshall, C. & Rossman, G.B. (1995). Designing qualitative research. Newbury Park, CA.: Sage.

Priest, S.H. (1996). Doing media research: An introduction. Newbury Park, CA.: Sage.

Students will be required to read additional articles that will either be on reserve or available for photocopying in copy room in the School of Communication.

Assignments: % of grade Due date:

Lab write ups: 2 @ 15% each 1 week after method is introduced in class

1 must be submitted NO LATER THAN week 6.

2nd write up must be submitted no later than week 11

In class mid-term 25% week 6

Research proposal 30% 1 week after last class

Class participation 15% Ongoing

Week Topics and Readings (Readings to be completed PRIOR to class the date they are listed)

1 Overview of Course

Sept. 8 Overview of reasons for doing research, and the research process

Overview of methods to be addressed during course

2 Types of Research

Sept. 15 Relationship of theory and method

Research design

Reading: Chapters 1 and 2, Marschall and Rossman; Chapter 1 and 2, Priest (58 pages)

3 Formation of research question

Sept. 22 Participant Observation

Reading: Chapters 3 of Marschall and Rossman and p. 78-80 (42 p.);

Chapter 4 (39 pp.) and pp. 103-106 of Priest (24 pages)

4 Interviews and Surveys

Sept. 29 Different types of interviews

When to use which methods

Developing different types of questions

Reading: Chapter 3 and pp. 88-93 of Priest (25 p.)

Priest, Chapter 5 (14 pp.) and 106-107 (2 p.)

Marschall and Rossman, pp. 99-107 (and skim pp. 86-99)

5 Content and Discourse Analysis

Oct 6 Different approaches to textual analysis

Deciding which type to do

Managing data, coding and analysis

Reading: Marschall and Rossman, Chapter 5 (12 p.);

Marshall and Rossman 80-85

Priest, p. 98-102 and 113-115

6 No class Oct. 13th-- Thanksgiving

Reading: Chapters 12 and 14 of Priest (28 p.--will be covered on mid-term)

1st lab write up due prior to this date

7 In class midterm

Oct 20

8 Documentary and Archival Research

Oct. 27 Types of documents and archives

Locating documents

Reading:

9 Case Study research

Nov. 3

Reading: Reinharz, chapter 9 (On Reserve).

10 Focus Groups

Nov. 10 Non-obtrusive methods

Reading: Morgan, D.L. (1988). Focus groups as qualitative research. London:Sage. (pp. 9-38). (On Reserve)

Webb, E., Campbell, D.T., Schwartz, R.D. & Secherst, L. (1974). Physical evidence. In W.B. Sanders (Ed.), The sociologist as detective: An introduction to research methods (pp. 202-217). New York: Praeger. (On Reserve).

11 Survey Research and Understanding Statistics

Nov. 17

Reading: Priest, Chapters 8, 9 10 (40 pages)

12 Ethnography

Nov. 24
Reading: Chapter 13 of Priest

Shaffir, E., Dietz, M. & Stebbins, R. (1994). Field research as social experience: Learning to do ethnography. In M. Dietz, R. Prus and W. Shaffir (Eds.). Doing everyday life: Ethnography as human lived experience. Pp. 30-55. Copp-Clark: Miss. Ont. (On Reserve).

13 Obtaining Ethical approval and informed consent

Dec. 1 Putting it all together: Developing the research proposal

Reading: Chapters 6 and 7, Marschall and Rossman;

Chapter 15 of Priest