MDIA 2302 - Media Research Methods

North Terrace Campus - Semester 2 - 2014

Research is central to all media activity, whether carried out in commercial, public or academic contexts. This course aims to bring together the theoretical and practical elements of research in the media. Students will be exposed to various research methodologies, both quantitative and qualitative, as they affect the changing media landscape and its evaluation. Students will be exposed to different theoretical paradigms of media research, analysis of competing frameworks for defining the media as object of study, and to debate on issues such as research ethics, intellectual property, effective communication of research findings and cultural sensitivity, among others.

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Course Details

Course Code	MDIA 2302
Course	Media Research Methods
Coordinating Unit	Media
Term	Semester 2
Level	Undergraduate
Location/s	North Terrace Campus
Units	3
Contact	Up to 3 hours per week
Prerequisites	12 units Level I Humanities/Social Sciences, including at least 3 units Level I Media
Incompatible	MDIA 2204
Restrictions	Available to B Media students only
Assessment	Participation (10%), online tests (20%), individual research paper (40%), group assignment (30%)

Course Staff

Course Coordinator: Mr Maxwell Hicks

Course Timetable

The full timetable of all activities for this course can be accessed from Course Planner.

Course Learning Outcomes

At the successful completion of this course, students will be able to:

1	Demonstrate knowledge of research literacy
2	Demonstrate a sound knowledge of basic research methods
3	Demonstrate an understanding of the significant risk and ethical issues raised by the conduct of media research
4	Demonstrate a working knowledge of the theories and frameworks through which media are analysed and understood
5	Demonstrate familiarity with research into media audiences and users
6	Demonstrate knowledge of research governance and policy
7	Develop an understanding of media industries and institutions, particularly the role that research plays within the knowledge economy and future career development
8	Develop a high level of written and oral communication skills
9	Increase familiarity with collaborative techniques to develop successful work outcomes

University Graduate Attributes

This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

University Graduate Attribute	Course Learning Outcome(s)
Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised.	1, 4
The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner.	2
An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems.	5
Skills of a high order in interpersonal understanding, teamwork and communication.	8
A proficiency in the appropriate use of contemporary technologies.	9
A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life.	7
A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community.	3, 6
An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities.	3

Learning Resources

Required Resources

There are no required resources for this course, although regular access to the Internet is needed due to the online content and modes of assignment submission used throughout the semester.

Recommended Resources

Students may wish to purchase a media research textbook to support their learning. The following textbooks are recommended, but there are many more available:
· Anderson, James A. 2012, Media Research Methods: Understanding Metric and Interpretive Approaches, Thousand Oaks, Calif.: SAGE [A complex and challenging read!]
· Berger, Arthur A. 2011, Media and Communication Research Methods, 2nd ed., Los Angeles: SAGE Publications [New edition of a classic, which is quite readable]
· Jensen, Klaus (ed.) 2012, A Handbook of Media and Communication Research: Qualitative and Quantitative Methodologies, 2nd ed., New York: Routledge [An excellent book with an emphasis on use of theory in research]
· Priest, Susanna H. 2010, Doing Media Research: An Introduction, 2nd ed., London: SAGE [Good on the total process of research]
· Webster, James G., Phalen, Patricia F. and Lichty, Lawrence W. 2006, Ratings Analysis: The Theory and Practice of Audience Research, 3rd ed., Mahwah, N.J.: Lawrence Erlbaum Associates [Focused on only one area, but it’s important and this is comprehensive]
· Weerakkody, Niranjala D. 2008, Research Methods for Media and Communication, Melbourne: Oxford University Press [One of the few Australian media research texts and covers all the basics in accessible style]
· Wimmer, Roger D. and Dominick, Joseph R. 2006, Mass Media Research: An Introduction, 8th ed., Belmont: Thomson Wadsworth [A very well established and respected US textbook]

Online Learning

This course makes extensive use of MyUni and some external websites. All assignments are submitted via MyUni using a combination of on-line tests and TurnItIn.

Learning & Teaching Modes

Lectures for this course are delivered live and recorded using the university’s MyMedia system. Lecture recordings are automatically loaded to the MyMedia module following delivery. Workshop classes are held in a Media Lab (Schulz 408) in order to facilitate students’ access to online resources and completion of assignments. Readings and other sources are provided using the Barr Smith Library Digital Resources Management Service or through externally hosted websites. Assignments and course participation involve a mixture of individual and collaborative work in class and online.

Workload

The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

1 x 1-hour lecture (or equivalent) per week	12 hours per semester
1 x 2-hour workshop (or equivalent) per week	24 hours per semester
3 hours assignment preparation per week	36 hours per semester
3 hours reading per week	36 hours per semester
2 hours research per week	24 hours per semester
2 hours workshop preparation per week	24 hours per semester
TOTAL WORKLOAD	156 hours per semester

Learning Activities Summary

Schedule
Week 1	Introduction: What is media research?
Week 2	Background data: What do we already know?
Week 3	Research Ethics: How do you conduct research safely?
Week 4	Interviews: How do you talk to people?
Week 5	Analysing qualitative data: How do you make sense of your evidence?
Week 6	Surveys: How do you ask the right questions?
Week 7	Sampling: How do you ask the right people?
Week 8	Statistics: How do you measure things?
Week 9	Inferences: How strong is the connection between things?
Week 10	Observation: Contemporary research in the digital media industries
Week 11	More on web and social media metrics: How is media research changing?
Week 12	Conclusions: What impact does research have on the media industry?

The University's policy on Assessment for Coursework Programs is based on the following four principles:

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
Assessment must maintain academic standards.

Assessment Summary

Assessment Task	Task Type	Weighting	Learning Outcome
Participation	Formative and Summative	10%	1-9
3 x research tests	Formative and Summative	20%	1-9
1500 word research report	Formative and Summative	30%	1-9
1750 word research essay	Formative and Summative	40%	1-9

Assessment Detail

Participation (10%): based on students' attendance and participation in lectures and workshops.

3 x research tests (20%): 3 multiple choice tests over the course

1500 word research report (30%): students choose a published media report and write an essay on that report, using criteria obtained in class.

1750 word research essay (40%): students write an essay on 'state of the art' in a chosen media industry.

Submission

Assignments are submitted via the online tests and TurnItIn modules available on the MyUni course site. Feedback is provided through rubrics, comments in assignment text and in class.

Course Grading

Grades for your performance in this course will be awarded in accordance with the following scheme:

M10 (Coursework Mark Scheme)
Grade	Mark	Description
FNS		Fail No Submission
F	1-49	Fail
P	50-64	Pass
C	65-74	Credit
D	75-84	Distinction
HD	85-100	High Distinction
CN		Continuing
NFE		No Formal Examination
RP		Result Pending

Further details of the grades/results can be obtained from Examinations.

Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

NOTE: Students who achieve an overall course mark of between 45% and 49% overall (i.e. a Fail mark within 5% of a Pass mark of 50%) will be offered an opportunity to resubmit a revised version of Assignment 3 (see above). The deadline for resubmission will be one week from notification of the overall course mark. The maximum overall course mark possible following resubmission will be 50%.

Penalties for Late Submission of Written Assignments
Please give careful attention to the following rules regarding assignment submission: Assignments that are submitted late without prior written permission for an extension will receive a penalty of 5% for every day or part of a day in the FIRST WEEK beyond the deadline that they are late. Assignments submitted in the SECOND WEEK beyond the deadline will only be marked on a pass or fail basis. Assignments submitted MORE than TWO WEEKS beyond the deadline will receive an automatic 0% mark. Failure to submit a written assignment for this course will lead to an overall FAIL MARK for the course. Extensions and

Tutorial Non-attendance
All assignment extensions and permission to be excused from a workshop class must be made in writing (via email) to your Tutor or the Course Convenor. Requests for extensions for any assignment must be supported by the relevant documentation submitted at the earliest possible opportunity following the initial written request and relevant documentation (e.g. a doctor’s letter) upon submission of the assignment. This permission must be sought before the deadline for assignments or the date of the relevant tutorial. Students should attempt to attend an alternative tutorial session if they are unable to attend their regular class. Students who do not follow these procedures will be refused an extension and their work marked according to the above schedule of penalties for late submission.

Final results for this course will be made available through Access Adelaide.

Student Feedback

The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

In response to feedback provided last year we have made the following changes:
· Change to topic order and addition of extra topic on website/social media metrics
· Move to three, rather than 4 tests and change to final test weighting
· Small changes made to release of multiple-choice tests for Assignment 1
· Revision to Assignment 3 questions
· Change to Assignment 3 to remove assessed group element and presentation
We hope these changes will make this course even better than last year, but please provide your honest evaluation at the end of the course. We always pay careful attention to your evaluation and look for way to act on your advice and comments.
Student Support
Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
Fraud Awareness

Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.

Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator