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

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

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

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.

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.

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

Lectures and seminars

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

Students cannot elude continuous evalution.

The work done during the semester will be monitored.

Written exam with optional oral explanation.