Course Assessment
Course Work 40% as follows:
Take Home assignment 10%
Timed essay 10%
Project (Annotated Bibliography) 20%
Final Examination 60%
Course Content
Module 1: Introduction
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Defining research and its importance in youth
leadership
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Types of research; science and scientific
approach
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Scientific research and common sense
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Methods of Inquiry i.e. authority, apriority,
intuition, science etc.
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The role and importance of research
Model 2: Types of Research
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Common research designs used in social science
fields
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The process of research
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Conceptual issues
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Definition and role of media research
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Trends in mass media research
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Society impact of mass media research
Model 3: Research problem and hypotheses
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Problem definition of statements
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Where to get research problem e.g. work place,
labor organization, NGOs
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Independent and dependent variables
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Hypotheses and assumptions
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Research questions
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Research tasks
Model 4: Literature survey/review
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Definition of literary review
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The role and purpose of literary review
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How to conduct literature review
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Where to get literature on various topics e.g.
the use of internet, achieves, tapes, etc.
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How to conduct and write literate review in mass
media research
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Various studies on youth leadership conducted in
East Africa, USA, Europe etc.
Model 5: Media Research
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Trends in Mass communication research
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Society impact of studies in Mass Communication
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Rating Research
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Non rating Research
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Media campaigns
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Audience research designs
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Types of audience research
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Research in electronic media
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Use of internet and newspapers, radio,
television etc.
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Ethical issues in mass media research.
Model 6: Methodology of various mass media research
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Types of research commonly used in social
science and why one uses that particular type of research
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Area of study and rationale
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Population and sample
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Sampling techniques
Model 7: Data collection, presentation, analysis and discussions
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Data gathering techniques e.g. focus group
discussion, interviews (Structured vs. unstructured), recorded interviews
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Observation (Structured vs. unstructured
Interviews),
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Preparation of data gathering instruments
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Data presentation
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Data analysis, discussions and interpretations
Model 8: Research proposal
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Writing a research proposal
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Writing a project proposal
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Carrying out research
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Evaluating or reviewing research articles
ASSIGNMENT
1
Instructions:
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It is an individual assignment
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It should be submitted next week during his
lecture
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Presented in a hard copy
§
Avoid Plagiarism
1.
What is Research?
2.
What is Mass media research?
3.
Why should we study Mass media research?
Books of references
-Friendman P.G et al. (1991). Interpretive Communication Research Prentice Hall, Englewood Cliff.
-Lowery, S.A (1997). Investigating Communication Research. Longman, London
-Frey R. Lawrence (1995) Investigating Communication Research. An Introduction to Research Methods. Prentince Hall, E.C New Jersey
-Roger D. Wimmer & Joseph R. Doninick (2005), Mass Media: An Introduction. Wadsworth Publishing. US
-Glenn G. Spars (2009), Media Effects Research: A Basic Overview. Wadsworth Publishing, US
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