傳播量化研究方法
Quantitative Communication Research Methods
學期
108-1
學分
3
學分
當期課號
5898
永久課號
ICH5004
開課單位
傳播與科技學系
授課教師
陶振超
校區
六家
類別
必修
上課時間表
| 節 | 週一 |
|---|---|
5 13:20–14:10 | 傳播量化研究方法 HK206 3 節連堂 |
6 14:20–15:10 | |
7 15:30–16:20 |
* 根據陽明交大上課時間表所列
概述
The purpose of this course is to scrutinize your ways of knowing and scientific ways of knowing from both philosophical and empirical points of view, with a focus on quantitative research methods. What do we know? How do we know what we know? How do we establish causality using what we know? Are there limits and obstacles? A well-conducted research (what does it mean? ) allows us to understand, explain, predict, and perhaps more importantly, control phenomena in the real world. This course is in a seminar format and comprises three parts. It begins with anatomizing communication research from Kuhn's concept of paradigm and other points of view. Next, the central question, what science is – philosophy of inquiry – is discussed, and the process of conducting research is examined from a social scientific perspective. Finally, three modes of operation – experiments, survey research, and content analysis are reviewed. Critical reading and writing are indispensable parts of research. Reading without writing is a bookworm. Writing without reading is chatter. However, research is realized through writing.
評分方式
Weekly reflections (critiques) 20% 9 am on the day of the class Mid term 20% Week 12 Wiki and Discussion leader 10% Week 13-15 Research paper Research question 5% Week 4 Annotated bibliography 5% Week 8 Paper proposal 5% Week 11 Paper draft 10% Week 13 & 16 Peer review 5% Week 17 Paper presentation 5% Week 18 Final paper 15% Week 20
週次計畫
| 週次 | 主題 |
|---|---|
| 第 1 週 | Week 1 Introduction & Overview of Course Activities: 1. Read syllabus carefully. 2. What is science? What is inquiry? What is communication? In your own words, write down the definition of each of these three terms. 3. In groups of three or four discuss your definitions. |
| 第 2 週 | Week 2 Paradigms Readings: 王道還等譯, pp. 1-164 Rubin et al., chapter 1, “Studying Communication.” |
| 第 3 週 | Participate an experiment |
| 第 4 週 | Revolutions Readings: 王道還等譯, pp. 165-270 Weinberg, S. (1998, October 8). The revolution that didn't happen. The New York Review of Books, 45, 45-52. Rubin et al., chapter 2, “Searching the Communication Research.” Recommended: Levine, A., & Weinberg, S. (1999, February 18). T.S. Kuhn's 'non-revolution': An exchange. The New York Review of Books, 46, 49. Babbie, chapter 2, “Paradigm, Theory, and Social Research.” |
| 第 5 週 | Paradigms in Communication Readings: Potter, W. J., Cooper, R., & Dupagne, M. (1993). The three paradigms of mass media research in mainstream communication journals. Communication Theory, 3(4), 317-335. Sparks, G. G. (2001). Media effects research: A basic overview. Belmont, CA: Wadsworth Publishing. (Chapter 1, “A scientific approach to the study of media effects”) Wartella, E., & Reeves, B. (1985). Historical trends in research on children and the media 1900-1960. Journal of Communication, 35(2), 118-133. Rubin et al., chapters 3 (“Using the Internet for Communication Research”) and 4 (“Using Computers to Search Electronic Databases”). |
| 第 6 週 | Paradigms in Communication (continued) Readings: Chaffee, S. H., & Berger, C. R. (1987). What communication scientists do. In C. R. Berger & S. H. Chaffee (Eds.), Handbook of communication science (pp. 99-122). Newbury Park, CA: Sage. Kamhawi, R., & Weaver, D. (2003). Mass communication research trends from 1980 to 1999. Journalism and Mass Communication Quarterly, 80(1), 7-27. Hamilton, M. A., & Nowak, K. L. (2005). Information systems concepts across two decades: An empirical analysis of trends in theory, methods, process, and research domains. Journal of Communication, 55(3), 529-553. Rubin et al., chapters 6 (“Access Tools”), 7 (“Communication Periodicals”), and 8 (“Information Complications”). Recommended: McLeod, J. M. (2001). Steven Chaffee and the future of political communication research. Political Communication, 18, 215-224. |
| 第 7 週 | Concepts, Statements, Theories, and Science Readings: Chaffee, S. H. (1996). Thinking about theory. In M. B. Salwen & D. W. Stacks (Eds.), An integrated approach to communication theory and research (pp. 15-32). Mahwah, New Jersey: Lawrence Erlbaum Associates. Reynolds, P. D. (1971). A primer in theory construction. Indianapolis, IN: Bobbs-Merrill. (Chapters 1, “Introduction,” 3, “Concepts,” and 4, “Statements”) Rubin et al., chapter 9, “Designing the Communication Research Project.” |
| 第 8 週 | Definition Readings: Hospers, J. (1953). An introduction to philosophical analysis. Englewood Cliffs, NJ: Prentice-Hall. (Chapter 1, “Words and the World”) Losee, R. M. (1997). A discipline independent definition of information. Journal of the American Society for Information Science, 48(3), 254-269. |
| 第 9 週 | Operationalization and Measurement Readings: Keyton, J. (2006). Communication research: Asking questions, finding answers. Boston: McGraw-Hill. (Chapter 6, “Measurement”) Himmelfrab, S. (1993). The measurement of attitudes. In A. H. Eagly & S. Chaiken (Eds.), The psychology of attitudes (pp. 23-64). Fort Worth , TX: HBJ. Blascovich, J. (2000). Using physiological indexes of psychological processes in social psychological research. In H. T. Reis & C. M. Judd (Eds.), Handbook of research methods in social and personality psychology (pp. 117-137). New York, NY: Cambridge University Press. Recommended: Babbie, chapter 5, “Conceptualization, Operationalization, and Measurement.” Chaffee, S. H., & Schleuder, J. (1986). Measurement and effects of attention to media news. Human Communication Research, 13(1), 76-107. |
| 第 10 週 | Sampling and Hypothesis Testing Readings: Keyton, J. (2006). Communication research: Asking questions, finding answers. Boston: McGraw-Hill. (Chapter 7, “Sampling, Significance Levels, and Hypothesis Testing”) Babbie, chapter 7, “The Logic of Sampling.” Shapiro, M. A. (2002). Generalizability in communication research. Human Communication Research, 28(4), 491-500. Kruschke, J. K. (2003). Statistical methods: Overview. In Macmillan encyclopedia of cognitive science (Vol. 4, pp. 225-232). London: Macmillan Publishers Ltd. Recommended: Labovitz, S. (1968). Criteria for selecting a significance level: A note on the sacredness of .05. The American Sociologist, 3, 220-222. |
| 第 11 週 | Writing Research Papers Readings: Rubin et al., chapters 10, “Writing Research Papers,” 11, “Preparing Research Projects,” and 12, “Conduct a Research Study.” |
| 第 12 週 | Midterm Exam |
| 第 13 週 | Experimental Research Readings: Christensen, L. B. (2007). Experimental methodology (10th ed.). Boston: Pearson Education. (Chapters 3, “The Experimental Research Approach,” 6, “Variables Used in Experimentation,” 9, “Control Techniques,” and 10, “Experimental Research Design”) Examples of experimental research: to be announced. Recommended: Babbie, chapter 8, “Experiments.” Kirk, R. E. (1982). Experimental design: Procedures for the behavioral sciences (2nd ed.). Pacific Grove, CA: Brooks Cole. |
| 第 14 週 | Survey Research Readings: Trochim, W. M. K. (2001). The research methods knowledge base. Cincinnati, OH: Atomic Doc. (“Survey Research,” http://www.socialresearchmethods.net/kb/survey.php, and “Scaling,” http://www.socialresearchmethods.net/kb/scaling.php) Krosnick , J. A. (1999). Survey research. Annual Review of Psychology, 50, 537-567. Couper, M. P. (2000). Web surveys: A review of issues and approaches. Public Opinion Quarterly, 64(4), 464-494. Examples of survey research: to be announced. Recommended: Babbie, chapter 9, “Survey Research.” |
| 第 15 週 | Content Analysis Readings: Riffe, D., Lacy, S., & Fico, F. G. (2005). Analyzing media messages: Using quantitative content analysis in research (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates. (Chapters 1, 2, and 3) McMillan, S. J. (2000). The microscope and the moving target: The challenge of applying content analysis to the World Wide Web. Journalism and Mass Communication Quarterly, 77(1), 80-98. Examples of content analysis: to be announced. Recommended: Krippendorff, K. (2003). Content analysis: An introduction to its methodology (2nd ed.). Newbury Park, CA: Sage. Lombard, M., Snyder-Duch, J., & Bracken, C. C. (2002). Content analysis in mass communication: Assessment and reporting of intercoder reliability. Human Communication Research, 28(4), 587-604. |
| 第 16 週 | Individual advising on research proposals |
| 第 17 週 | Data Analysis |
| 第 18 週 | Paper presentations |
| 第 19 週 | Advanced Research Methods: Social Network Analysis, Mediation and Moderation, and Time Series Analysis Readings: Baron, R. M., & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical consideration. Journal of Personality and Social Psychology, 51(6), 1173-1182. Garton, L., Haythornthwaite, C., & Wellman, B. (1997). Studying online social networks. Journal of Computer Mediated Communication, 3(1). Retrieved November 8, 2006 from http://jcmc.indiana.edu/vol3/issue1/garton.html. |
| 第 20 週 | Assignment: Typed research paper due. The final paper is turned in both electronically on eCampus III and in hard copy in my mailbox. |
教科書
Rubin, R. B., Rubin, A. M., & Piele, L. J. (2005). Communication research: Strategies and sources (6th ed.). Belmont, CA: Wadsworth. 王道還等譯(1991)。《科學革命的結構》。台北:遠流。(原著Kuhn, T. S. (1962, 1996). The structure of scientific revolutions. Chicago: The University of Chicago press.)
Office Hours
- 地點
- HK134
- 時間
- Tuesday 12-14pm and by appointment
- 聯絡方式
- taoc@mail.nctu.edu.tw