57028 Research for Communication Professionals

UTS: Communication: Communication and Learning
Credit points: 8 cp
Result Type: Grade, no marks

Handbook description

This subject introduces a range of research methods useful for communication practice and ensures that students can choose and use appropriate research methodologies. Using examples drawn from industry, research is presented as a tool to make the practice of communication and public relations more responsive, effective, useful and professional. Students develop expertise in designing research, making observations, taking measurements, and interpreting and reporting their findings, all with a focus on the kinds of research they are likely to encounter in their own careers. It provides those enrolling in the Communication Management Project with the necessary knowledge of research to design and manage their projects.

Subject objectives/outcomes

At the completion of this subject, students are expected to be able to:

use a range of research methods available and useful for ethical communication practice
make appropriate choices in research methodologies and practices in a given environment
demonstrate that all research occurs within a socially and politically constructed environment
demonstrate skills in designing research, making observations, collecting data, taking measurements and interpreting and reporting research findings
develop a critique of research findings and research positions.

Teaching and learning strategies

The subject will provide structured lectures to enable students to critically analyse varying perspectives on how to research issues in communication management, taking into account issues of utility, ethics and practicality. These perspectives will be further explored in small group discussions, and students will also practise and apply a range of research methods and tools in tutorial and small group contexts. Weekend sessions may be scheduled.

Content

The social construction of research endeavours
Empirical research
The use of research by communication professionals
Research in the interpretive tradition
Research design and analysis
Reporting research.

Assessment

Assessment item 1: Research Paradigmatic Analysis

Objective(s):	a, b, d
Weighting:	30%
Length:	1500 words
Task:	Students will undertake a brief review and contrast of two contemporary research-based journal articles within the field of communication
Assessment criteria:	Appropriate choice of articles for analysis (communication based, research based). Identification of research assumptions, guiding theory. Understanding of paradigmatic disciplinary focus of chosen articles. Evaluation of methodologies in terms of research paradigms. Clarity and depth of analysis and identification of underlying paradigms. Clarity of overview and presentation. Quality of overall analysis.

Assessment item 2: Communication Research Design

Objective(s):	b, c, d
Weighting:	50%
Length:	3000 words
Task:	Students will develop a communication research design. The topic area, to be negotiated with the tutor, will be of current relevance to the field and/or to communication professional practice.
Assessment criteria:	Demonstrated ability to: Select an appropriate problem/ issue/ opportunity relevant to the field of public communication. Research and discuss the environmental context of the problem/issue/opportunity. Appropriately pose and focus a research question(s). Understand and justify an appropriate research methodology. Conduct secondary and, if necessary, preliminary exploratory research. Provide a convincing rationale: clarity, logic and coherence. Utilise relevant literature to support arguments. Use appropriate referencing. Prepare a report to a professional standard: organisation of material, overall structure – level of integration, clarity, writing style.

Assessment item 3: Research Proposal Presentation

Objective(s):	b, c, e
Weighting:	20%
Task:	Students will individually present the research design submitted for Assessment 2.
Assessment criteria:	Demonstrated ability to: Effectively isolate and communicate key issues. Provide appropriate detail along with an overview. Simplify, summarise and illustrate the main points of the proposal. Engage the audience. Present within time limits.

Minimum requirements

Students are expected to read the subject outline to ensure they are familiar with the subject requirements. Since class discussion and participation in activities form an integral part of this subject, you are expected to attend, arrive punctually and actively participate in classes. If you experience difficulties meeting this requirement, please contact your lecturer. Students who have a reason for extended absence (e.g. illness) may be required to complete additional work to ensure they achieve the subject objectives.

Attendance is particularly important in this subject because it is based on a collaborative approach which involves essential workshopping and interchange of ideas. Students who attend fewer than ten classes are advised that their final work will not be assessed and that they are likely to fail the subject.

Recommended text(s)

Frey, L., Botan, C. & Kreps, G. 2000, Investigating Communication: An introduction to research methods, 2nd edn, Allyn & Bacon, Needham Heights, MA.

Supplementary text (in library reserve)
Stacks, D. 2002, Primer of Public Relations Research, The Guilford Press, New York.

Indicative references

Berger, A. 2000, Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches, Sage Publications, Thousand Oaks, CA.

Broom, G. & Macnamara, J. 2009, 'Evaluating the program', Chapter 14 in S. Cutlip, A. Center & G. Broom, Effective Public Relations, 10th edn, Pearson Prentice Hall, Upper Saddle River, NJ.

Brown, S. Durning, D. & Selden, S. 2007, 'Q methodology' in G. Miller & K. Yeng (eds), Handbook of Research Methods in Public Administration (pp. 721-64), Auerbach, USA.

Bryant, J. & Zillman, D. 2002, Media Effects: Advances in Theory and Research, Lawrence Erlbaum & Associates, Mahwah, NJ.

Bryman, A. 1988, Quantity and Quality in Social Research, Unwin Hyman, London.

Creswell, J. & Plano Clark, V. 2007, Designing and Conducting Mixed Methods Research, Sage Publications, Thousand Oaks, CA.

Denzin, N. & Lincoln, Y. (eds) 2005, Handbook of Qualitative Research, 3rd edn, Sage Publications, Thousand Oaks, CA.

Denzin, N. & Lincoln, Y. (eds), 2008, Strategies of Qualitative Inquiry, Sage Publications, Thousand Oaks, CA.

de Vaus, D. 2002, Surveys in Social Research, 5th edn, Routledge, Taylor & Francis, Oxford.

Downs, C. & Adrian, A. 2004, Assessing Organizational Communication: Strategic Communication Audits, The Guilford Press, New York and London.

Ely, M. 1997, Doing Qualitative Research: Circles within Circles, The Palmer Press, London.

Gauntlett, D. 2005, Moving Experiences; Media Effects and Beyond, 2nd edn, John Libbey Publishing, Eastleigh, UK.

Grbich, C. 2004, New Approaches in Social Research, Sage Publications, London.

Hargie, O. & Tourish, T. (eds) 2000, Handbook of Communication Audits for Organisations, Routledge, London.

Hart, C. 1998, Doing a Literature Review. Sage Publications, Thousand Oaks, CA.

Macnamara, J. 1999, 'Research in public relations: A review of the use of evaluation and formative research', Asia Pacific Public Relations Journal, vol. 1, no. 2, University of Canberra.

Macnamara, J. 2002, 'Research and evaluation', Chapter 5 in C. Tymson & P. Lazar, The New Australian Public Relations Manual, (pp. 100-134), Tymson Communications, Sydney.

Macnamara, J. 2004, 'Research for multi-cultural and cross-cultural communication', Journal of Communication Management, vol. 8, no. 3, London, pp. 322-334.

Macnamara, J. 2005a, Jim Macnamara's Public Relations Handbook, 5th edn, Archipelago Press, Sydney.

Macnamara, J. 2005b, 'Media content analysis: its uses, benefits and best practice methodology', Asia Pacific Public Relations Journal, vol. 6, no. 1, pp. 1-34.

Macnamara, J. 2005c, 'Two-tier evaluation can help corporate communicators gain management support', PRISM,

Malhotra, N. & Birks, D. 2006, Marketing Research: An Applied Orientation, 3rd edn, Prentice Hall, Australia.

Mann, C. & Stewart, F. 2002, Internet Communication and Qualitative Research: A Handbook for Researching Online, Sage Publications, London.

Marshall, C. 2006, Designing Qualitative Research, Sage Publications, Thousand Oaks, CA.

Morrison, M. Haley, E. Sheehan, K. & Taylor, R. 2002, Using Qualitative Research in Advertising, Sage Publications, Thousand Oaks, CA.

Neuendorf, K. 2002, The Content Analysis Guidebook, Sage Publications, Thousand Oaks, CA.

Neuman, W. 1997, Social Research Methods: Qualitative and Quantitative Approaches, Allyn & Bacon, Needham Heights, MA.

Neuman, W. 2006, Social Research Methods: Qualitative and Quantitative Approaches, Pearson, New York.

Punch, K. 1998, Introduction to Social Research: Quantitative and Qualitative Approaches, Sage Publications, London.

Reinard, J. 2007, Introduction to Communication Research, 4th edn, McGraw Hill, Boston.

Richards, L. 2005, Handling Qualitative Data: A Practical Guide, Sage Publications, London.

Riffe, D. Lacy, S. & Fico, F. 2005, Analysing Media Messages: Using Quantitative Content Analysis in Research, 2nd edn, Lawrence Erlbaum Associates, Mahwah, NJ.

Rubin, R. Rubin, A, & Piele, L. 2005, Communication Research: Strategies and Sources, 6th edn, Thomson Wadsworth, Belmont, CA.

Ruddock, A. 2007, Investigating Audiences, Sage Publications, London.

Silverman, D. 1993, Interpreting Qualitative data: Methods for Analysing Talk, Text and Interaction, Sage Publications, London.

Silverman, D. 2000, Doing Qualitative Research: A Practical Handbook, Sage Publications, London.

Sparks, G. 2006, Media Effects Research: A Basic Overview, 2nd edn, Thomson Wadsworth, Belmont, CA.

Sproull, N. 2003, Handbook of Research Methods, 3rd edn, Scarecrow Press, London.

Watson, T. & Noble, P. 2007, Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation, Kogan Page, London.

Wells, W. Spence-Stone, R. Moriarty, S. & Burnett, J. 2008, Advertising Principles and Practice, Pearson Education, Australia.

Wimmer, R. & Dominick, J. 2006, Mass Media Research: An Introduction, 8th edn, Wadsworth-Thompson, Belmont, CA.

Yin, R. 2003, Case Study Research: Design and Methods, Sage Publications, Thousand Oaks, CA.

Yin, R. 2003, Applications of Case Study Research, Sage Publications, Thousand Oaks, CA.

Young, C. 2005, The Advertising Research Handbook, Ad Essentials, Seattle, WA.

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