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ICM STUDENT MANUAL


Applied Research
JIC-APP.1V-11
Module Effect
Study Year 1, academic year 2014-2015
 
 
1. Course overview
 
Literature:
Practical Research Skills (PRS)
- Dawson, C. (2009). Introduction To Research Methods. A Practical Guide For Anyone
Undertaking A Research Project. 4th edition. London: How to Books. ISBN: 781845283674
- Poynter, R. (2010). The Handbook of Online and Social Media Research. Wiltshire: John
Wiley & Sons Ltd. ISBN: 9780470710401
- Material to be handed out in class and/or to be published on SharePoint. Check also weekly
schedule for more information.
 
Quantitative Research Skills (QRS):
Syllabus: Statistics, Assignments and answers, SPSS 22 (will be send by e-mail)
 
Test(s):
PRS: Group assignment (50%)
 
QRS: exam (50%)
Your attendance during the SPSS workshops and the SPSS output is required
 
Lecturers:
PRS: Natalie den Engelse natalie.denengelse@hu.nl
Mari Carmen Puerta Melguizo maria.puertamelguizo@hu.nl
QRS: Ad Franzen ad.franzen@hu.nl
Niels Pulles

Mari Carmen Puerta Melguizo maria.puertamelguizo@hu.nl

 
Learning objectives:
In the Module Effect we will help you to develop the competences related with Research from the ICM
competencies-list*.
 
PRS:
1. Identify and formulate a research problem (C1a+b)
2. Formulate research questions that will assist in solving the research problem (C1a+b)
3. Find relevant literature to collect information that relates to the research problem (C2a+b)
4. Apply several traditional and online research methods to answer research questions (C2a)
5. Analyse the collected data, extract conclusions and give appropriate advice (C2a, C3a, C4a, C7a)
During the whole project C8a and C9a apply.
 
QRS:
1. Identify and distinguish between categorical and quantitative variables, between sample and
population (C1a)
2. Calculate, describe and present findings from a given set of data by means of descriptive
statistics, tables and graphs (C2a)
3. Analyze, interpret and take decisions inferring from a sample to a population (C3a)
4. Enter data, calculate and represent frequency tables, graphs, different measures of central
tendency and dispersion, and compare means using statistics tools such as SPSS (C1a,C2a)

* (C+no. stands for the competence, the letter for the level)  

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Assessment criteria:

PRS (50%): A Portfolio of Evidence or group written report


 
QRS (50%): An Exam in which the analyzing techniques and the statistical knowledge will be tested (see
Sharepoint for old exams and criteria)

Deadline:
PRS: Portfolio of Evidence àà Monday week 9, before 12:00, upload to Sharepoint.
Important: Also hand in a physical copy in your lecturer’s pigeonhole

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Table  of  contents:  
1.   Course  overview  ................................................................................................................  2  
2.   Course  content  ..................................................................................................................  5  
3.   Course  structure  and  methods  ..........................................................................................  5  
Contact  hours  Practical  Research  Skills  (PRS)  ....................................................................................  5  
PRS:  briefing  .........................................................................................................................................  5  
PRS   Weekly   schedule:   Project   activities  ............................................................................................  5  
QRS  weekly  scheme  ............................................................................................................................  7  
4.   Assessment  and  evaluation  ...............................................................................................  7  
Final  assignment  Practical  research  skills  ................................................................................................  7  
Exam  Quantitative  Research  skills  ...........................................................................................................  7  
5.   Resits  ..................................................................................................................................  7  
PRS  resit:  group  and  individual  options  ..............................................................................................  7  
6.   Study  load  ...........................................................................................................................  8  
7.   Competences  ......................................................................................................................  8  

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2. Course content
As a communication and/or media professional you will often need to do research in order to explore
for example, your target audience, their preferences, the effects of the message, etc. In this course
you will learn some basic tools and skills to perform your research and how to analyse the results in a
qualitative (PRS) and quantitative way (QRS).
 
 
3. Course structure and methods
 
 
Contact hours Practical Research Skills (PRS)
Practical Research Skills (PRS) are tutorials of three hours each week. You will explore different
quantitative/qualitative research methods.
 
Contact hours Quantitative Research Skills (QRS)
The Quantitative Research Skills meeting is a tutorial: four hours each week divided in two sessions.
 
During the first 3 weeks, 2 of these hours will consist of SPSS workshops. SPSS-workshops are
compulsory (maximum one meeting can be missed if the student provides a good reason on paper or
digitally). In week 4 there is a catch up lecture for the SPSS workshop for students who missed one
session.
 
The following sections explain the different activities and deliverables per week for 1) PRS and for 2)
QRS.
 
PRS
In this course you will learn how to design, perform and analyze data in order to implement the “perfect
university” for marketing purposes.
 
The project starts with the briefing your received from your client:

Dear PRS team:

The responsibility for coordination of the marketing, recruitment and retention efforts of universities is the
primary function of enrollment management. The marketing aspect of enrollment management is developed
in the marketing plan. This plan provides the fundamental approach used by the school to market its product
(education) to consumers (students).
 
In the past, the enrollment process was a “friendly” competition among universities. Nowadays, it's a very
competitive market. Students can choose from a large variety of schools. As a result, universities have to
undertake a robust effort to understand students’ educational needs, attitudes, expectations to maximize the
fit between the student and the university.

To better understand what students need and want, the HU participates in an annual nationwide survey,
called Start Monitor. In this survey, first year students are questioned about their: motivations to drop out,
motivations to enroll, study progress, study engagement and fulfillment of students expectations.
 
The survey showed that HU students are in general satisfied with the school. The HU is however aware that
there are aspects that they need to improve on. They want to create ‘the perfect university’ for their students.
For this quest, the school indicated they want to understand better what the perfect university is according to
their students. At the mean time, the HU already wants to start with creating the perfect university by
improving the Service Desk, Sharepoint and the support they offer to international students.

During this period of 7 weeks, we expect you can help us accomplishing these goals.

PRS Weekly schedule: Project activities


In order to answer these questions you have to conduct research. The steps you need to take are
described in the following table and will be introduced by and discussed with your lecturer during class
time.
 

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Week Topics and activities Literature and other sources Deliverables for next
class
1 Form project team (5 Dawson (2009): chapter 1 The introduction of your
students): choose a good The 5 W’s report (Draft version)
name for your team! Results of the literature
  Dawson (2009): chapter 4 search
The assignment: read the  
briefing Template “report structure” Deadline
  on Sharepoint
Writing reports: the structure
of the report for your client Assignment on Sharepoint
 
The Introduction section:
The research question(s),
the policy question, etc.
 
Mind maps

Literature search

2 Observational techniques: Dawson (2009): chapter 10 Observation: Method,


traditional techniques results and conclusions
Assignment on Sharepoint

3 Observational techniques: Poynter (2010): chapter 12 Nethnography: Method,


nethnography results and conclusions
Assignment on Sharepoint

4. Elicitation techniques Assignment on Sharepoint Your moodboars


to create a
moodboard for your
client (HU)
5 methodfocus
Mixed groups
methods: online Poynter (2010): chapter 7 Online interview: Method,
interviews results and conclusions
Assignment on Sharepoint

6 Presenting your results and Assignment on Sharepoint Infographic with the most
advice to the target audience: relevant resutls
Infographics

7 Presenting the results and   Conclusions and advice


your advice: poster session sections

8 & 9   1. Add individual reflections  


as appendices to the final
report.
 
2. Upload final report
(Sharepoint).
 
Deadline:
Monday, week 9, 12:00
noon

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QRS weekly scheme
 
Week Topics Assignments Study materials
1 QRS Introduction quantitative Assignments reader chapter 1 Reader
research
1 SPSS Introduction SPSS Creating an SPSS data file Reader
2 QRS Tables and graphs Assignments reader chapter 2 Reader

2 SPSS Tables and graphs Making tables & graphs in Reader


SPSS
3 QRS Central values and measures Assignments reader chapter 4 Reader
of spread
3 SPSS Measures of central tendency Measures of central tendency Reader
and dispersion and dispersion in SPSS
4 QRS Correlation and regression Assignments reader chapter 5 Reader
4 SPSS   Catch up lecture SPSS Reader
DEADLINE: SPSS
5 QRS Estimating by confidence Assignments reader chapter 6 Reader
intervals
6 QRS Analysing cross tables Assignments reader chapter 7 Reader
7 QRS Revision and test exam Test exams + questions Reader and handouts
8 QRS (Self-study week) Trial exams  
9 QRS (Exam)    
 
 
4. Assessment and evaluation
 
Final  assignment  Practical  research  skills  
• Weight: 50% of the final mark for the course Applied Research
• Minimal passing mark: 5.5
• Deadline: Monday week 9, 12:00 noon
• You need to have handed in a hard copy of your final assignment in the pigeon
hole of your lecturer and uploaded it to Sharepoint/Ephorus
• The marking model is published on Sharepoint
 
Exam  Quantitative  Research  skills  
The exam will have the following format:
• 2 open questions (approximately18 sub-questions overall)
• Weight: 50% of final mark for the course Applied Research.
• Aids during exam: calculator
• Minimal passing mark: 5.5
• In this exam you will be tested whether you have mastered the concepts of data analysis.
 
5. Resits
• If you missed the exam, or if you scored below 5.5 for your exam, you may resit the
examination during the examination-week of the next period.
• If you achieved less than 5.5 for the assignment you may hand in an (improved)
assignment on the regular deadline of this course in the next period.
 
PRS resit: group and individual options
1. Group option: discuss with your lecturer the specific requirements.
2. Individual option
For students that need to resit PRS, it is possible to do it individually. The requirements then are:
Assignment 1: Literature search. Perform all tasks described but search only for one article from the deep
web and one article from the free web
Assignment 2: Netnography. Perform all tasks but for tasks 2, find, code and analyze only 10 quotes
Assignment 4: interview skype. Perform all tasks described but interview only one student
Assignment 5: pinterest moodboard. Perform all tasks described but include only 5 images for each of the
two moodboards
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6. Study load
 
 
Activity Hours
Class hours PRS 14 (= 7 x 2)
Studying literature 20
Assignments 36
   
Class hours QRS 27 (= 7 x 3 + 3 x 2 SPSS)
Assignments 28
Exam preparation 15
   
TOTAL 140
 
7. Competences
 
These two courses contribute to the development of the following ICM competences:
 
1. Analysing a problem
The graduate has an insight in communication processes as well as policy and organizational
processes related to these. He analyses these processes, shapes them and places them in an
organizational context. In addition, he indicates how these processes can be used in the best manner,
by means of communication means within an organization.
 
2. Conducting research
The graduate identifies a research problem related to the field of Media or Communication and
information management and designs a research study based on the problem. The graduate conducts
research, related to the identified problem, in a systematic and scientific manner.
 
3. Advising and planning
Within the framework of communication or information policies, the graduate develops and offers
written advice about the innovation of practice, use of communication means in the form of an action
plan.
 
4. Developing and designing
The graduates analyses the needs concerning media/communication means, finds creative solutions
for these, translates these into a programme of requirements or a design (e.g. a crossmedial concept,
a functional or interactive design with programme specifications, or a page layout design), both from a
user's perspective and an organizational perspective.
 
7. Evaluating.
The graduate researches and assesses the production and use of communication means in an
organization. He researches the use and effect of communication means.
 
9. Professional behaviour.
The graduate (re)presents himself and the organisation as a professional. He communicates and
interacts professionally in various situations, taking into account the context, the needs and interests
involved and (s) does this while bearing in mind context and relations. He works together with others
professionally, also in an interdisciplinary context. He reflects on his development and developments
in professional practice.

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5. How the course fits in the greater programme
 
 
In year 1 ICM consists of the four modules Audience, Media, Organisation and Effect, all in an
international environment. Visualised as follows:
 
 

 
 
Theme ICM year 1
Who Says What In Which Channel To Whom With What Effect (Lasswell)
 
Focus
In Module Effect, we focus on: “with what effect”.
 
Theme Module Effect
Consequently, the theme for Module Effect is the following activity: “evaluation of communication
efforts”.
 
Titles of the courses
Conceptual Learning Line: Research concepts
Skills Learning Line: Applied research (Practical research skills & Quantitative research
skills)
Project: Evaluation report
 
Analysis, creation, syntheses
• The conceptual learning line is focused on research concepts, you will learn to analyse and
interpret information with the aim of solving organisational problems.
• The skills learning line is focused on applied research, you will learn to compile a communication
research plan and to design, implement and interpret a survey.
• The project is focused on reporting, you will learn to evaluate and report on a campaign of an
NGO.
 
Entry requirements
There are no requirements.

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