Mass Communication Research II
Reference KBCOMM02000030
Taught in Third Year Bachelor of Communication Science
Theory (A) 30.0
Exercises (B) 15.0
Training and projects (C) 0.0
Studytime (D) 180.0
Studypoints (E) 6
Credit contract? Access is determined after successful competences assessment
Examination contract? This course can not be taken through this kind of contract
Credit contract mandatory if Exam contract? Separate credit contract mandatory
Retake possible in case of permanent evaluation? Yes, in altered form
Teaching Language Dutch
Lecturer Gino Verleye
Department PS01
Key Words

research types, quantitative data analysis, multivariate statistics, qualitative research methods

Position of the Course

This course consists out of 2 parts:

A. Quantitative models 20h theory and 10h exercises
B. Qualitative methods 10h theory and 5h exercices

This educational component offers a continuation of the component ‘Communications Sciences Research I’. The basic skills to be acquired for part A involve working with multivariate quantitative models using statistical software. In addition, basic skills are acquired with respect to the investigation of marginal conditions for modelling quantitative data. Part B implies experiencing the richness and specific characteristics of various qualitative research approaches in communication sciences. The component results in the following educational competences: B2.5, B2.6, B4.2, B4.3 en B6.1.


Part A.
1. Marginal conditions for statistical models
2. The general linear model (regression, ANOVA, disciminant analysis, Logit,)
3. Latent variables methods
4. Segmentation algorithms and prediction with linear and other models

Part B.
1. Introduction to qualitative thinking and analyses
2. Interviewtechniques
3. Sampling
4. Coding schemes and analyses
5. Mixed methods

Starting Competences

2BA: to have successfully completed the component ‘Communication Sciences Research I’ or to have acquired the competences targeted in this component in another way.

Final Competences

To be able to evaluate the different types of research methods in communication sciences in a concrete research situation.
To be able to independently draft, plan and conduct a study.
To be able to perform an advanced statistical analysis of communicatio n-related data files.
To have a critical attitude toward data and data analysis.
This educational component results in the following core competences: B2.5, B2.6, B4.2, B4.3 en B6.1.

Teaching and Learning Material

Cost: 100.0 EUR
Textbook: Hair J.F. Anderson R.E. Tatham R.L. en Black W.C., Multivariate data analysis, 5th edition, Prentice Hall (1998)
Textbook: Baarda, D.B., De Goede M.P.M. en Teunissen J., Handleiding voor het opzetten en uitvoeren van kwalitatief onderzoek, 2de editie, Stenfert Kroese (2005)
Additional reading list, ad hoc syllabus


R. Pepermans and Verleye G., 1998, 'A unified Europe? How euro-attitudes relate to psychological differences between countries', Journal of Economic Psychology, 1, 681-699

Verleye G. and Broekaert C., 2000, 'Pegasus: closing the gap between quantitative and qualitative consumer research', in Interpretive Consumer Research, Suzanne C. Beckman & Richard E. Elliott Eds.), Copenhagen Business School Press, 132-147.

Demarez L. en Verleye G., 2002, Innovatie-segmentatie: Adoptie van digitale televisie in Vlaanderen, in Verleye G. en Doolaege B. : Nieuwe communicatietechnologie in Vlaanderen, een doorlichting, Academia Press.

Course Content-Related Study Coaching

Interactive support using Minerva (forums, FAQ, e-mail..)
During office hours: by appointment
Department-realted tutoring

Teaching Methods

Lectures and seminars

Evaluation Moments

A combination of periodic and continuous evaluation: 30% continuous, 70% periodic

Students cannot elude continuous evalution.

Evaluation Methods

The work done during the semester will be monitored.

Written exam with optional oral explanation.

This method allows to assess on an individual basis the knowledge, skills, and scientific attitude of the students. The exam consists of a series of knowledge-directed questions about methods and models. By means of SPSS and other software output the ability to carry out analyses and to interpret them is assessed.

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