Applied Communication Research Class Syllabus - Spring 2019

Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 1
COMM 435: Communication Research
Spring 2019 | 3 Credit Hours
Lecture: 01: Location: KN G08 Time: T/Thurs 11-12:15pm
Text: · Measure what Matters: Online Tools for
Understanding Customers, Social Media, Engagement,
and Key Relationships by Paine (ISBN: 979-0-470-
92010-7)
· Additional required readings available online
The Shepherd bookstore online tool for finding best price on new, used, rentals: http://shepherd.verbacompare.com/
Course Documents & Assignments accessible on Sakai: courses.shepherd.edu
Course Overview
This course examines the role of research as a critical component of public relations and strategic communication.
Students learn skills necessary to plan, conduct, and interpret basic research. Both qualitative and quantitative
techniques of data collection and analysis are explored. An emphasis is placed on both understanding audiences as
well as analyzing media content. Students learn to conduct research across communication modalities including
through interpersonal and computer-mediated means.
LEAP Goals:
#1: Knowledge of Human Cultures & the Physical & Natural World
#2: Intellectual & Practical Skills throughout the Curriculum
Learning Outcomes:
▪ Study of the Social Sciences ▪ Inquiry &
Analysis ▪ Critical Thinking ▪ Oral & Written
Communication ▪ Information Literacy ▪
Collaborative Work ▪ Lifelong Learning
Objectives:
This course
• Provides the skills needed to understand and interpret research applications, methods, and results.
• Introduces students to a range of social scientific and communication studies research methods (qualitative and
quantitative perspectives, data collection procedures & analytical procedures).
• Teaches students how to conduct various forms of research for strategic campaigns and PR.
• Offers practice in basic research writing skills.
• Provides hands-on practice conducting surveys, focus groups, interviews and content analysis.
• Emphasizes research across new media, legacy media, and interpersonal and online environments.
• Provides the knowledge base and experience with which to pursue advanced research methods.
Assessment based on ability to:
§ Analyze and interpret research findings.
§ Write research proposals and manuscripts.
§ Plan and execute content analysis, computer-assisted sentiment analysis, surveys, interviews, focus groups.
§ Demonstrate understanding of different research approaches, their applications, strengths, and weaknesses.
§ Adhere to research ethics and professional standards.
§ Work effectively in teams to complete course projects
Software Learned:
Social media analytics software – varies depending on what software we get a contract with.
Netlytic.org social network analysis
Digital Survey programming with XLS Forms
Open Data Kit Collector - field data collection
SPSS
Professor: Matthew J. Kushin, PhD
Office Hours: M: 10-1; W: 10-noon.

Tentative Schedule
Note: Readings are to be completed by the date listed below. Schedule is subject to change.
[Week#]
Week of
Day Topic
Due assignments in bold; assigned in italics
Reading Due
[1] 1/14 Tues Intro to Research: Applied; Qualitative http://bit.ly/researchPRlens
http://www.xavier.edu/librar
y/help/qualitative_quantitati
ve.pdf
Thurs Intro to Research: Quantitative; Role in strategic campaigns Chapter 1
[2] 1/21 Tues Campaign Assumptions; The Research Plan
Participation 1: Problems, Objectives, Research Objectives (in class)
Chapter 2
http://bit.ly/470_BDRP
Thurs How Do We Measure? Elements of Research
Group Contracts
Chapter 3
[3] 1/28 Tues Reliability & Validity
Participation 2: Levels of Measurement (in class)
Chapter 4
Thurs What are research methods?; Content Analysis
Participation 3 Content Analysis – Part 1 (in class)
http://www.audiencedialogu
e.net/kya16b.html
[4] 2/4 Tues Coding; Reliability
Participation 3 Content Analysis – Part 2 (in class)
Participation 4: Twitter and Operationalization (in class)
Read:
“Twitter Study Reveals…”,
“Criticisms of the coding
method.”
Read & Print and Bring to
Class:
“How our study was
conducted..”:
Thurs Media Placement Content Analysis
Project 1: Media Placement
Code media articles & bring digital copy next class
http://bit.ly/435_newmodel
[5] 2/11 Tues Data Entry; Analyzing results in SPSS
Coded media articles in digital format
Bring earphones to class!
Thurs Finish SPSS analysis; Writing Results and Discussion Bring earphones to class!
[6] 2/18 Tues Ethics & IRB
Project 1: Media Placement
Group Report Card (in class)
Option 1: Exam (Take home) or Option 2: Google Analytics Cert
Thurs Sentiment Analysis; Analyzing Trends
MS Social Listening Lab (begin in class)
Project 2: Social Media Data Analysis
Chapter 5-6
[7] 2/25 Tues Sentiment limitations; Computer-assisted Content analysis;
Microsoft Social Dynamics Lab
http://nyti.ms/FSM_sentiment
http://nyti.ms/11OsyLY
http://ift.tt/1n9oJNx
http://mashable.com/2011/
11/08/natural-language-
processing-social-media/
http://bit.ly/435_govtwitters
entiment
Thurs Secondary Research; Social Network Analysis
Participation – Dissecting a research article; Participation – Lit
Reviews (both in class)
Option 1: Exam (Take Home)
Watch this online lecture on:
intro to network science.
Read and bring a copy: “Why
do consumers open direct
mail?”

[8] 3/4 Tues Social Network Analysis (finish); Working with Netlytic
Issue a Team member A Warning Deadline
Bring earphones to class –
you’ll watch a video.
Suggested: Interesting read about
partisanship, social network maps,
and guns: https://goo.gl/baahwY
Thurs Analyzing and interpreting data; Methods
Participation – Methods (in class)
Jumpstart Methods & Results sections
Print and bring to class:
http://bit.ly/435_methodsexer
cise1
[9] 3/11 Tues Spring Break – No Class
Thurs Spring Break – No Class
[10] 3/18 Tues Sharing Your Findings
Participation – Sharing Findings
Measure What Matters –
7-10
Thurs Qualitative Research; Interviews & Focus Groups
[11] 3/25 Tues Surveys
Participation: Writing Survey Questions
Final Project
Project 2 Due
Project 2: Group report card (in class)
Read: A great example of an
applied survey research
study: “Putting the
‘community’ back in College”
(on Sakai)
Check out: Pollingreport.com
– look at wording of some
surveys, and results
reported.
Thurs Informed Consent; Measurement; Measuring Relationships
Measuring Relationships Exercise (in class)
Fire a Team Member Deadline
http://bit.ly/435_measurerel
ationships (long, but worth
it!)
- Print and bring
[12] 4/1 Tues Measurements Workshop
Option 2: Google Analytics Cert
Thurs RQ & Measurements Workshop 2
Group Meeting Sign Up
Project 3: Proposal Due
Measure What Matters –
11; 13
[13] 4/8 Tues Digital Surveys & Field Data Collection
Participation 13 - Digital Survey Programming with XLS Forms (in
class)
Do not begin any data collection until you have my approval today; However,
you can begin recruiting subjects for interviews/focus groups.
http://bit.ly/435_guidelinesf
orstats
Thurs Data Collection Analysis (Open Lab: Attendance Optional;
except for required group meetings)
*You should be either recruiting subjects or out collecting data!
[14] 4/15 Tues Data Collection Analysis (Open Lab: Attendance Optional;
except for required group meetings)
CRITICAL: In order for me to be able to clean your survey data so it
can be analyzed in SPSS, data collection must be finished by
midnight Thursday. Email me when it’s submitted.
*You should be out collecting data!
Once your data is finished, Dr. K
will clean your data using Part 4
of the guide:
http://bit.ly/435_lab_digitalsurvey
Thurs Flex Lab Day
[15] 4/22 Tues Inferential Stats; Tests of Significance; SPSS analysis
High-five awards
Course evaluations
Thurs Data Collection Analysis; SPSS help in lab (Open Lab:
Attendance Optional)

Indicates data collection days – attendance optional
Final Exam Date & Time: Project 3 is final project. No late papers accepted for any reason. Post to assignment on
Sakai by 2pm, Thursday of finals week.
Assignments
Teamwork Scale +/- to final grade
Project 1: Media Placement Content Analysis 11%
Project 2: Social Media Analytics 15%
Project 3: Proposal 7%
Project 3: Interviews/Focus Groups, Surveys 21%
Team Report Card 18% ( projects 1, 2: 5% each; project 3: 8%)
Exam (non-traditional format) OR Google Analytics Certification 15%
Note: If you’re planning on attending grad school, I recommend the exam. If you’re not planning on it, I
recommend the Google Analytics Certification
Participation Assignments & Classroom Citizenship 13%
Final Grades: Final grades will be determined with the following scale. There is no rounding:
A = 100-90% B = 89.9-80% C= 79.9-70% D= 69.9-60% F =0-59.9%
All assignments due by the start of class on the due date unless specified otherwise.
Resources
Department Social Media @shepcomm instagram.com/sucomm shepcommblog.wordpress.com
Dr. Kushin @mjkushin
If you are intent on studying strategic comm, you need to 1) read, and 2) be professionally active on social media. I
post and share content related to school, social media, and PR.
o Lists I cultivate:
§ https://twitter.com/mjkushin/social-media - General Social Media News
§ https://twitter.com/mjkushin/shep - Shepherd and local – play your cards right and you
might end up on this list!
§ https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media.
Equipment Checkout: For some of the projects in this class you’ll need media equipment. If you don’t have your
own, you can check them out from the library. I suggest planning ahead. You are responsible for any equipment
you check out and for adhering to all library policy. Find equipment & policy info here:
http://www.shepherd.edu/libweb/libservices/borrowing.html
Course Policies
Classroom Environment: Play (mp3 players, games on handheld devices, etc), reading non-course related
materials, or working on assignments for other classes is distracting. We’re all here to learn and people pay a lot of
money for their education. Use of Internet devices to take notes & gather information to inform classroom
discussion is strongly encouraged. But browsing & social interaction are not so please minimize use during class. If
your use of any device becomes disruptive, it will negatively impact your participation grade. Although I may speak
with you about this, do not expect a warning prior to reduction nor for the instructor to inform you that your grade
has been reduced. If your ringer goes off during class, please turn it off. If you feel the call may be an emergency,
please step out of class.
Participation Grade: A portion of your grade comes from participation. These are not “free” points distributed to
students just for showing up. They must be earned. This grade is calculated based on various “participation
Optional 5% extra credit on assignment if final paper turned
in by end of class today.

challenge” assignments I will assign throughout the semester, general participation in classroom discussion and
evidence of preparation (e.g., attending class having completed the readings), and the student’s contribution to a
productive, inclusive and respectful educational environment for the professor and fellow students.
You will note an assignment on Sakai that reads “Classroom Citizenship” – This is there as a reminder that part of
your participation grade comes from your citizenship. Your participation grade will be reduced by some or all
possible points earned through participation assignments for: excessive tardiness, lack of participation in
discussion, distracting device use, and lack of a contribution to a productive, inclusive and respectful educational
environment. Students who have completed less than ½ of the participation assignments and who lose all of their
participation points, will see an additional reduction to their class grade equal to ½ of the value of the participation
portion of the semester grade. Do not expect any warnings.
Teamwork Scale and its Impact On Your Class Grade:
Teamwork is vital to the success of this class. In addition to peer evaluations, I will evaluate your behavior in your
group. This is based on your displayed work and citizenship to your team as observed by the professor. You are an
adult. The professor will not waste time lecturing you. It will simply be recorded by the professor and may be
communicated to you on your grade on Sakai.
Active engagement in team discussions and group work, completing all assigned tasks promptly, and being
communicative with teammates is expected from everyone. If you meet this standard, your grade in this class will
not be impacted. Deviations above or below this expectation carries one into “Rockstar” or “The Bane” realms,
resulting in bonuses or deductions to your final grade.
§ Rockstar-like behaviors boost your final grade in this course. They include things such as taking on leadership
and significant extra work in the group - which can be displayed in various forms.
§ Deductions stem from “The Bane” behaviors, which are a blight to your group’s success, such as: Tardy to class
on several occasions without excused absence; Missing more than 2 classes unexcused; Missing group
meetings; Using phone or computer unrelated to class project during team time; Not taking an active role /
general disengagement from team discussions or activities.
Where can I find how I’m fairing? You likely know if you’re being a rockstar or the bane. But, any comments the
professor shares will be listed on “Teamwork” assignment on Sakai. Any positive or negative impact on your grade
will be reflected in the final grade reported at the end of the semester.
Attendance, Being On Time, & Leaving Early:
Department Attendance policy: 1 week of classes worth of unexcused absences permitted, full grade deduction for
each absence thereafter, and 5 or more is automatic F. Attendance will be taken every class.
You MUST attend your classes regularly and engage in the requirements for each class; otherwise, your financial
aid may be revoked either partially or in full. This would result in an amount due by you to the University
immediately. Please refer to shepherd.edu/faoweb for more details. If you know you will be missing classes – work
with me ahead of time. High-fives will be given to students who miss no more than 2 classes at the end of the
semester; two-handed high fives for students who miss no classes.
Class participation is important for the success of the class and to your success. You are expected to attend class
regularly and on time and to stay for the duration of class. Students who arrive more than 5 minutes late or leave
lecture before it is complete without notifying the instructor prior to the start of class will receive a reduction in
their overall attendance & participation grade. Do not expect a warning or notification of grade reduction.
Make-up Exams: Make up exams will be offered only once per student with proper documentation (e.g., doctor’s
note) of absence and will be evaluated on a case-by-case basis. Make-up exams will be offered during office hours

and must be complete by the end of the same working day the student returns to class. Make up exams will not be
offered beyond 2 weeks after it is scheduled on the syllabus.
Late assignments: Late means turned in ANYTIME AFTER the end of scheduled class time on the due date. 2
minutes late and 2 hours late are treated equally. Late assignments will be accepted for a 20% reduction in grade.
(except participation challenges – which can only receive 50% credit if the student is not present when due [unless
university-approved absence or family emergency]; and presentation assignments which cannot be made up). Late
assignments will not be accepted beyond 1 class period late. Students are responsible for remembering to turn in
assignments (whether online or in person) prior to end of class on the due date. In the rare case that a student is
not able to attend class on the date an assignment is due, the student may submit the assignment electronically
BEFORE the end of class on the assigned day for full credit. If you are having email/internet issues, you can fax it to
the communication department or slide it under Dr. K’s office door. There will be no exceptions to the late
assignment policy.
Email & Electronic Communication Policy: I will prioritize & make every effort to respond to communications sent
during virtual office hours ASAP. However, for electronic communication occurring outside of established Office
Hours:
v Students can expect to get a response to an email from me within 48 hours of sending it, often much
sooner. If you don’t hear from me within 48 hours, send a polite reminder.
v If you send me an email or any other electronic communication and I do not respond to it, then I did not
receive it. You will always get a response from me if I received something.
v Students should not expect responses on weekends or after 6pm.
v Email subject lines should include: Class Title & Your name. e.g., “Comm 203 – Jane Doe”
v In case of real emergency needing response ASAP, add “[emergency]” to subject line. Don’t abuse this!
Academic Dishonesty. Each student in this course is expected to abide by the Shepherd University Academic
Integrity Procedures found in the Shepherd University Student Handbook
(http://www.shepherd.edu/students/studenthandbook.pdf). By submitting academic work, students warrant that
the work is their own and that unauthorized materials or resources were not used. Plagiarism, fraud, unauthorized
use of resources–cheating in all its forms is not tolerated. All members of the Shepherd community are
responsible for maintaining their own academic integrity and for reporting suspected academic
dishonesty.Plagiarism is the act of stealing and using, as one’s own, the ideas of another or the written expression
of the ideas of another. Students guilty of academic dishonesty in any course will receive sanction from the course
instructor and may face sanctions by the University, particularly if there is a second reported offense. Sanctions
may include dismissal from the University. In this course you will fail any assignment you plagiarize on. Additional
sanctions may be taken at the discretion of the instructor including but not limited to reporting the incident to the
proper university authorities.
The Office of Disability Support Services at Shepherd University believes that, "the first step to success is access."
Disability Support Services is committed to working closely with individuals with exceptionalities to meet their
academic and housing needs. Students requesting any disability related accommodation should contact the Office
of Disability Support Services at 304-876-5122. This includes, but is not limited to students with visual or hearing
impairments, students with diagnosed disabilities that affect their learning and in need of academic
accommodations, and students requesting specific housing accommodations for health-related reasons. Students
must be registered with the Office of Disability Support Services and present their certified accommodation letter
to each of their instructors as early in the semester as possible prior to using any granted academic
accommodation. For more information, please visit http://www.shepherd.edu/disability.

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