Data Analysis in Mass Communication

1. Identify and explain fundamental elements of social science research
2. Analyze research findings using appropriate test statistics
3. Present statistical data using appropriate tables, graphs, and charts
4. Interpret data results through tables, graphs, and charts
5. Use SPSS for data analysis and interpretation

13 weeks, about 104 hours in total. Yours will differ.

1. Week 1Module 1: Introduction: Research Process and the Scientific Procedure

   • Unit 1: Communication Research and the Scientific Process · 4 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 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..

2. Week 2Module 1: Introduction: Research Process and the Scientific Procedure

   • Unit 3: Research Classification · 4 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 hours

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

3. Week 3Module 2: Computers and Data Analysis

   • Unit 1: Data Processing and Management · 4 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 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..

4. Week 4Module 2: Computers and Data Analysis

   • Unit 3: Statistical Package for Social Sciences (SPSS) Program · 4 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 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..

5. Week 5Module 3: Qualitative Data Analysis

   • Unit 1: Overview of Qualitative Research and Types · 4 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 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..

6. Week 6Module 3: Qualitative Data Analysis

   • Unit 3: Analysing Case Study · 4 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 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..

7. Week 7Module 4: Quantitative Data Analysis

   • Unit 1: Introductory Overview of Quantitative Analysis · 4 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 hours

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

8. Week 8Module 4: Quantitative Data Analysis

   • Unit 3: Construction of Frequency Distribution Tables · 4 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 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..

9. Week 9Module 5: Quantitative Data Analysis: Focus On Content Analysis and Experiments

   • Unit 1: Introductory Overview of Content Analysis · 4 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 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..

10. Week 10Module 5: Quantitative Data Analysis: Focus On Content Analysis and Experiments

    • Unit 3: Introductory Overview of Experimental Research · 4 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 hours

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

11. Week 11Module 6: Statistics and Data Analysis

    • Unit 1: Measures of Central Tendency · 4 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 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..

12. Week 12Module 6: Statistics and Data Analysis

    • Unit 3: Recommendations for Appropriate Use of Statistics · 4 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 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..

13. Week 13Final Revision

    • Final Revision · 8 hours

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