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MAC413Social Sciences2 Unitsintermediate

Data Analysis in Mass Communication

This course is designed to teach students how to analyze and interpret research results, particularly in communication sciences. It builds on introductory knowledge of statistics and communication research foundations. The course covers data presentation, analysis, and interpretation using tables, graphs, measures of central tendency, and statistical techniques. It also explores the use of statistical packages like SPSS to aid data analysis, presentation, and interpretation, equipping students with essential skills for making sense of research data.

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60h

Study Time

13

Weeks

5h

Per Week

intermediate

Math Level

Course Keywords

Data AnalysisCommunication ResearchSPSSStatistical TechniquesInterpretation

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level

Builds on foundational knowledge

65%

intermediate

📊

Math Level

Moderate Math

🔬

Learning Type

Hands-on Practice

Course Topics

Key areas covered in this course

1

Research Methods

2

Data Analysis

3

Statistical Analysis

4

Qualitative Analysis

5

Quantitative Analysis

6

Content Analysis

Total Topics6 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

Assignments

Comprehensive evaluation of course material understanding

Written Assessment

Tutor-Marked Assessments

Comprehensive evaluation of course material understanding

Written Assessment

Final Examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Market Researcher

Apply your skills in this growing field

Media Analyst

Apply your skills in this growing field

Communication Strategist

Apply your skills in this growing field

Data Analyst

Apply your skills in this growing field

Public Relations Officer

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

MediaAdvertisingPublic RelationsMarketingSocial Research

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Introduction: Research Process and the Scientific Procedure

8h

Unit 1: Communication Research and the Scientific Process

4 study hours

•Define research and communication research
•Explain the scientific process
•Discuss the relationship between scientific research and communication research.

Unit 2: Characteristics of Research

4 study hours

•Identify and explain the characteristics of research
•Discuss the development of communication research.
•Explain the major events that influenced the growth of media research.

Week

2

Module 1: Introduction: Research Process and the Scientific Procedure

8h

Unit 3: Research Classification

4 study hours

•Explain the different types/methods of research used in communication research.
•Discuss the various classifications of research.
•Differentiate between academic and applied research.

Unit 4: Measurement

4 study hours

•List the levels of measurement
•Describe measurement scales
•Explain reliability and validity in research.
•Discuss the importance of measurement in research.

Week

3

Module 2: Computers and Data Analysis

8h

Unit 1: Data Processing and Management

4 study hours

•Describe data processing and management
•Identify and describe data editing processes
•Identify and describe data coding processes.
•Explain the importance of data processing in research.

Unit 2: The Use of Computer in Data Processing and Analysis

4 study hours

•Explain the use of computer in data processing and analysis
•Identify the task areas in the use of computer for research
•Describe the advantages and disadvantages of using computers in communication research.

Week

4

Module 2: Computers and Data Analysis

8h

Unit 3: Statistical Package for Social Sciences (SPSS) Program

4 study hours

•Explain the meaning of SPSS and its value for data analysis
•Describe the processes involved in applying SPSS for data analysis
•State the advantages of using SPSS.
•Practice using SPSS for basic data analysis tasks.

Unit 4: Data Analysis in Communication Research

4 study hours

•Define data and data analysis
•List types and sources of data
•Describe measurement of data
•Explain types of data analysis
•Itemize major descriptive and inferential statistical tools and how to apply them.

Week

5

Module 3: Qualitative Data Analysis

8h

Unit 1: Overview of Qualitative Research and Types

4 study hours

•Present an overview of qualitative research techniques
•Identify common qualitative types
•Discuss how to prepare qualitative data for analysis.
•Explain the techniques of qualitative analysis.

Unit 2: Data Analysis in Focus Group Discussion

4 study hours

•Define Focus Group Discussion
•Describe how FGD data are analyzed
•Explain how to present the analyzed results from FGD.
•Practice analyzing sample FGD transcripts.

Week

6

Module 3: Qualitative Data Analysis

8h

Unit 3: Analysing Case Study

4 study hours

•Analyze data from case studies
•Explain the purpose and types of case studies
•Describe how to conduct a case study.
•Practice analyzing a sample case study.

Unit 4: Analysing Data from Observation Technique

4 study hours

•Explain the observation research technique
•List the various types of observation research
•Describe the procedure and method of analysis of observation research
•Interpret the results gotten from observation.

Week

7

Module 4: Quantitative Data Analysis

8h

Unit 1: Introductory Overview of Quantitative Analysis

4 study hours

•Identify and describe the ingredients/elements of quantitative analysis
•Show clear understanding of independent and dependent variables.
•Differentiate between quantitative and qualitative analysis.

Unit 2: Procedure for Quantitative Analysis

4 study hours

•Describe the preliminary analysis of data
•Summarize sample characteristics
•Explain thematic analysis
•Interpret results and inferences.
•Apply quantitative analysis procedures to sample data.

Week

8

Module 4: Quantitative Data Analysis

8h

Unit 3: Construction of Frequency Distribution Tables

4 study hours

•Construct and explain frequency distribution tables and cross tabulation
•Explain how to construct tables
•Describe a typical frequency distribution table.
•Create frequency distribution tables from sample data.

Unit 4: Survey Data Analysis and Statistics

4 study hours

•Explain the observation research technique
•List the various types of observation research
•Describe the procedure and method of analysis of observation research
•Interpret the results gotten from observation.

Week

9

Module 5: Quantitative Data Analysis: Focus On Content Analysis and Experiments

8h

Unit 1: Introductory Overview of Content Analysis

4 study hours

•Define content analysis
•Explain the uses and limitations of content analysis
•Describe the steps in content analysis.
•Apply content analysis to a sample media text.

Unit 2: Processing, Analysing and Writing the Content Analysis Data and Report

4 study hours

•Explain reliability and validity in content analysis
•Calculate inter-coder reliability
•Explain how to improve inter-coder reliability
•Analyze and write the content analysis data and report.

Week

10

Module 5: Quantitative Data Analysis: Focus On Content Analysis and Experiments

8h

Unit 3: Introductory Overview of Experimental Research

4 study hours

•Give an overview of experimental research
•Discuss some experimental concepts, designs and symbols.
•Differentiate between experimental and non-experimental research.

Unit 4: Processing and Analysing Experimental Data

4 study hours

•Analyze experimental data
•Explain the t-test and analysis of variance
•Describe the written report for an experiment.
•Practice analyzing sample experimental data.

Week

11

Module 6: Statistics and Data Analysis

8h

Unit 1: Measures of Central Tendency

4 study hours

•Calculate the mode, median, and mean for ungrouped and grouped data
•Explain when to use each measure of central tendency.
•Interpret measures of central tendency in data analysis.

Unit 2: Measures of Dispersion

4 study hours

•Identify, explain, and correctly calculate the measures of dispersion: range, mean deviation, variance, and standard deviation
•Explain the coefficient of variation.
•Interpret measures of dispersion in data analysis.

Week

12

Module 6: Statistics and Data Analysis

8h

Unit 3: Recommendations for Appropriate Use of Statistics

4 study hours

•Summarize the recommendations for the use of appropriate statistical tools in data analysis
•Apply appropriate statistical tools based on the nature of the data.

Unit 4: Significance Testing

4 study hours

•Define a hypothesis and distinguish it from a research question
•Compute a typical hypothesis and make a rational decision based on the analysis.
•Explain the concepts of null and alternative hypotheses.

Week

13

Final Revision

8h

Final Revision

8 study hours

•Review all modules and units
•Work on assignments
•Prepare for final examination.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

Read the complete course material as provided by NOUN.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Create concept maps linking Modules 4-6 statistical concepts

2

Practice SPSS data entry and analysis weekly

3

Review all TMAs and SAEs

4

Focus on understanding statistical significance testing in Module 6

5

Create flashcards for key terms and formulas in Modules 1-3

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