ADPR 3510 (Spring 2009) Public Relations Research T/TH, 12:30-1:45PM SLC, Room 275 Hana Kim Office: 409, Journalism Building (Carrel #6) Office hours: T/TH: 11:15 AM-12:15PM or by appointment E-mail: firstname.lastname@example.org (The best way to contact with me) Phone: 542-4495 (Office) *Prerequisite: completed ADPR3850/3100 and STAT 2000 prior to enrolling in this class. Course Description & Objectives This course is designed to introduce public relations students with effective social science research methods that are commonly used to identify problems and issues of concern; guide strategic planning, message development and overall PR planning; and evaluate plans and programs. The course will cover formalizing research questions and testing hypotheses grounded in theory, conceptual and operational definitions, measurement, sampling, research design, interpretations of qualitative findings and computer bivariate and multivariate data analyses and report writing. Readings and assignments will be designed to enable students to conduct qualitative and quantitative research and to critically judge with confidence the value of research conducted by others. Textbook Frey, L. R., Botan, C.H., Kreps, G. L. (2000). Investigating Communication: An introduction to research methods (2nd edition). Boston: Allyn & Bacon. Grade This grade employs multiple forms of evaluate to maximize the learning and evaluation experience while allowing for differences among learning types for students. All work will be evaluated based on the ability to meet the assignment objectives, clarity, professionalism, technical skill and quality. The following breakdown explains how the grade is to be computed: Attendance/Assignments Two Exams (each of 25%) Research Instrument (Part of Group Project) Group Project (Presentation & Written Paper) Total 10% 50% 10% 30% 100% All grades on assignments, projects and quizzes are based on the following +/- grading scale. 100-95% = A 90-94%= A86-89%=B+ 83-85%=B 76-79%=C+ 73-75%=C 66-69%=D+ 63-65%=D Below 59%=F 80-82%=B- 70-72%=C- 60-62%=D- Please note that the professor does not “round up.” A student who scores 89.99 earned a “B+”; it takes a full 90 earned points to earn an “A-”in this course. Project, assignments or test scores will not be dropped or weighted. Ever. Attendance and Tardiness Part of the learning process is sharing different points of view and discussing interesting topics. Therefore, students are all encouraged and expected to participate on a regular basis. This means regular attendance is important. Students can miss class three times for any reason whatsoever, no explanations or documentation needed. Students may chose to use these unexcused absences because they are out of town, religious holiday, don’t want to come to class, military duty, have to travel to be a bridesmaid, have a death in the family, jury duty – It doesn’t matter and professor does not need to know why. There are three and students use them wisely. For each unexcused absence beyond the three allowed in this course, a student will have 1 full point deducted from his or her final overall grade. Arriving late to class can become a distraction. When running behind, get to class as quickly as possible, but please be quiet and courteous when entering the room. Students are expected to be in class for the entire class session. Leaving class early is not accepted. If a student must miss class (regardless of reason), it is that student’s responsibility to get notes or other necessary information from a fellow student. Class Assignments Periodically, you will be given a short, written assignment to be completed by the next class period. The goal of the assignments is to help you apply the readings and class materials to public relations situations and to better understand the concepts explored in class. Late assignments are not accepted. All assignments must be turned in during class as directed by the professor in the location that the class is held. DO NOT TURN IN WORK AT ANY OTHER LOCATION –this mean that students should not turn in work by leaving it in the professor’s office or her mailbox because such work will not be accepted. Any work turned in after the professor collects it in class will not be accepted and is “late.” This strictness is meant to introduce students to the deadlines of the real world. Late work can mean a missed public relations opportunity. Exam The two exams will be held in class during the regularly scheduled class period. Exams are designed to test the student’s knowledge and application of the main ideas covered in the text chapters, class discussions and exercises covered within the exam units specified by the course schedule. The exams will consist of multiple choice, true/false, short answer and short essay questions. An exam review will be held during the class session before each exam in order to give students an opportunity to ask questions and clarify topics covered during the unit. No early or make-up exams will be given. No excuses will be accepted. Any student who misses an exam will receive a zero for the exam. Group Project You will participate in the development of PR research project throughout the semester. This is a group project and the research project will include defining the research problems, designing a study, planning the data analysis, collecting and analyzing the data, interpreting the results and presenting the results/conclusions. The details of this project will be explained to you early in the semester. General Courtesy and Professional Behavior Students are expected to treat one another and the professor with respect. Respect is conveyed in many forms, not all of which will be discussed in the syllabus. Refrain from bring cell phones/pagers to class. If one is brought to class, it must be turned off. If a phone rings during class, that student will be asked to leave class for the day. Students should plan on staying the entire class session until the class is released when coming to class – it is not okay to get up in the middle of class and leave for anything other than an emergency. Don’t instant message, r ead the newspaper or talk to other people while the professor is lecturing during class. Be engaged, active and respectful. Inappropriate, vulgar, obscene, threatening or other negative discourse will not be tolerated. If such is used in the classroom, then the student will be asked to leave. Student with Disabilities Any student with a documented disability needing academic adjustments is required to speak with the Disability Resource Center and the professor as early in the semester as possible. All discussion will remain confidential. More information about the University’s policy and procedures can be found at http://www.dissvcs.uga.edu. Academic Honesty All academic work must meet the standards contained in “A Culture of Honesty.” Students are responsible to inform themselves about UGA standards before performing any academic work. Students, who break the university’s honor code, are found to be cheating or fraudulently use another student’s ideas/work will fail this course. Find out more about academic honesty at UGA at http://www.uga.edu/ovpi/honesty/acadhon.htm. Class Schedule* Date Jan. 8 Jan. 13 Jan. 15 Jan. 20 Jan. 22 Topic/Activity Course Overview, Getting to know Research Journey Scientific Research Procedure Role & Means of Inquiry in PR Ethics and IRB Examples of PR Research Research Project Reading Chapter 6 Jan. 27 Levels of Measurement & Measurement Chapter 4 Scales Jan. 29 Research Project Feb. 3 Sampling Feb. 5 Content Analysis Chapter 9 Feb. 10 Survey Chapter 8 Feb. 12 Web Survey Feb. 17 Review and Catch-up Feb. 19 EXAM 1 Feb. 24 Experimental Design Chapter 7 Feb. 26 Experimental Design Research Instrument Due Mar. 3 Focus Group & Interviews Chapter 10 Mar. 5 Research Project Mar. 9-13 NO CLASS – Spring Break Mar. 17 Longitudinal Research Mar. 19 How to write the paper Mar. 24 Introduction to Statistics Chapter 11, 12 Mar. 26 Basic Statistical Procedures Chapter 13, 14 Mar. 31 Data Analysis & SPSS (Lab) Apr. 2 Data Analysis & SPSS (Lab – Cont.) Apr. 7 Data Analysis & SPSS (Group Meeting) Apr. 9 Review and Catch-up Apr. 14 EXAM2 Apr. 16 Data Analysis & SPSS (Group Meeting) Apr. 21 Research Project Apr. 23 Research Project Apr. 28 Group Project Presentation (Written Report Due) * This schedule is somewhat tentative because the dates which topics are discussed in class may change. You are responsible for changes which will be announced in class.