Handbook : Unit informationEdith Cowan University

School: Arts and Humanities

This unit information may be updated and amended immediately prior to semester. To ensure you have the correct outline, please check it again at the beginning of semester.

• Unit Title

  Advanced Communication Research Methods

• Unit Code

  CMM5114

• Year

  2016

• Enrolment Period

  1

• Version

  1

• Credit Points

  20

• Full Year Unit

  N

• Mode of Delivery

  On Campus
  

---

Description

This unit introduces students to the use of quantitative and qualitative research methods in modern communication and media research. Students create designs for survey and group testing and analyse datasets from authentic research environments in order to understand how statistics are used. Quantitative and qualitative research analysis software such as SPSS and Enthnograph are introduced.

Equivalent Rule

Unit was previously coded CMM5116, CMM6116

Learning Outcomes

On completion of this unit students should be able to:

1. Analyse and interpret quantitative and qualitative data.
2. Demonstrate skills required in creating quantitative and qualitative research designs.
3. Demonstrate the ability to explore and investigate an issue/topic using a variety of techniques, sources and methods.
4. Develop a series of research instruments appropriate to a program of communication research.
5. Write a report which demonstrates the ability to interpret quantitative and qualitative data from secondary sources.

Unit Content

1. Analysis and interpreting quantitative and qualitative research in communication and media context.
2. Discussion of the role of the research proposal in research design. The practices, politics and ethics of undertaking research. Communications research tools will be developed and trialed, including (for example) pre- and post-testing.
3. Gathering information from databases, libraries, resource centres, the Internet and specialists opinions will be addressed, together with the use of reference work - eg. dictionaries, encyclopedias, yearbooks, directories, manuals and handbooks.
4. Investigation of different modes of inquiry and how research is used in communications planning and monitoring.
5. Overview of communication research and media methods history together with ethics and professionalism in research.
6. Qualitative and quantitative research (and when to use each) will be examined, along with consideration of interviews and focus group work.
7. Reporting of complex data.

Additional Learning Experience Information

Seminar.

Assessment

GS1 GRADING SCHEMA 1 Used for standard coursework units

Students please note: The marks and grades received by students on assessments may be subject to further moderation. All marks and grades are to be considered provisional until endorsed by the relevant Board of Examiners.

Text References

• ^ Balnaves, M and Caputi, P (2001) Introduction to quantitative research methods London: Sage
• Priest, S.H. (1996). Doing media research. London: Sage.
• Hart, C. (1998). Doing a literature review. London: Sage.
• Fink , A., & Kosecoff, J (1985). How to conduct surveys. London: Sage.
• Bouma, G. (1996). The research process. New York: Oxford.
• Babbie, E. (1986). The practice of social research. (4th ed.). London: Wadsworth.
• Wimmer, R.D., & Dominick, J.R. (2003). Mass media research: An introduction. (7th ed.). Belmont: Wadsworth.
• Hansen, A., Cottle, S., Negrine, R., & Newbold, C. (1998). Mass communication research methods. London: Macmillan.

^ Mandatory reference

---