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Syllabus
The information contained on this page is designed to give students a representative example of material covered in the course. Any information related to course assignments, dates, or course materials is illustrative only. For a definitive list of materials, please check the online catalog 3-4 weeks before the course start date.
COMM 428D: Research and Analytics
COMM 428D Research and Analytics (3 credits): This course covers research methods for strategic communications, including interviews, focus groups, surveys, content analysis and web analytics.
Overview | Objectives | Materials | Library | Technical Requirements | Course Requirements and Grading | Course Schedule | Academic Integrity | Accommodating Disabilities | Additional Policies
Overview
In this class you will be exposed to methods and practices in the areas of research and analytics with a focus on understanding how customers perceive the organization, assessing communication materials, and tracking how website visitors experience an organization’s site. The course will help you understand how to identify audiences, collect data, and calculate results in a meaningful way. Research methods taught in this class include surveys, interviews, content analysis, and focus groups. Practitioners in strategic communication need to understand how to measure and evaluate the effectiveness of their communication. This course will prepare you to conduct research that can be used in decision making in communication practice.
More specifically, you will learn the following topics in this course:
- The research process
- Ethics of research
- Background research
- Research design
- Tools for research
- Survey research
- Content analysis
- Interviews
- Focus groups
- Data analysis
- Quantitative data analysis
- Qualitative data analysis
- Interpreting data
- Writing up and presenting research
- Web analytics
- Tracking web usage
- SEO
Course Objectives
By the end of this course you should be able to:
- Conduct research and evaluate information by methods appropriate for strategic communication
- Apply basic numerical and statistical concepts to answer communication questions
- Apply tools and technologies commonly used in strategic communication research practices
- Understand the importance of web analytics in evaluating the relationship between audiences and organizations
- Develop a primary research project including research objectives, sample justification, data collection, data analysis and data interpretation
- Use SPSS to analyze data
- Present both secondary and primary research in a comprehensive, well-organized report.
Required Course Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.
- SPSS statistical software student version (version 21 or newer). Download the student version here.
*You may use the full version of SPSS installed on the computers in computer labs on the campus.
- The full version (see the information at https://www.ibm.com/products/spss-statistics),
- The graduate student version ("SPSS Graduate Pack," see the information at https://www.ibm.com/products/spss-statistics-gradpack),
- Qualtrics (if you choose to do online surveys)
You can find quick answers to your questions when using the APA style at the following links:
- Tutorial for the basics of the APA Manual
- APA Style Essentials
- Psychology with Style---A Hypertext Writing Guide
- APA Quick Citation Guide
E-Reserves
This course requires that you access Penn State library materials specifically reserved for this course. You can access these materials by selecting Library Resources in your course navigation, or by accessing the Library E-Reserves Search and search for your instructor's last name.
Library Resources
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Technical Requirements
| Operating System | Canvas, Penn State's Learning Management System (LMS), supports most recent versions of Microsoft Windows and Apple Mac operating systems. To determine if your operating system is supported, please review Canvas' computer specifications. |
|---|---|
| Browser | Canvas supports the last two versions of every major browser release. It is highly recommended that you update to the newest version of whatever browser you are using. Note: Cookies must be enabled, and pop-up blockers should be configured to permit new windows from Penn State websites. |
| Additional Canvas Requirements | For a list of software, hardware, and computer settings specifically required by the Canvas LMS, please review Canvas' computer specifications. |
| Additional Software | All Penn State students have access to Microsoft Office 365, including Microsoft Office applications such as Word, Excel, and PowerPoint. |
| Hardware | Monitor: Monitor capable of at least 1024 x 768 resolution |
| Mobile Device (optional) | The Canvas mobile app is available for versions of iOS and Android. To determine if your device is capable of using the Canvas Mobile App, please review the Canvas Mobile App Requirements. |
Student Education Experience Questionnaire (SEEQ)
During the semester you will receive information for completing the Student Education Experience Questionnaire (SEEQ). Your participation is an opportunity to provide anonymous feedback on your learning experience. Your feedback is important because it allows us to understand your experience in this course and make changes to improve the learning experiences of future students. Please monitor email and course communications for links and availability dates.
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Course Requirements and Grading
| Assignment | Points | Grade % |
|---|---|---|
| CITI certification | required, not graded | |
| SPSS tutorials | required, not graded | |
| Weekly quizzes | 10 @ 10 points each | 20% |
| Lab assignments | 10 @ 10 points each | 20% |
| Exam (open-book) | 100 points | 20% |
| Course Project | 200 points | 40% |
CITI Training
You are required to complete the following courses prior to beginning research:
- Social and Behavioral Human Subjects Research (IRB) Course
- Social and Behavioral Responsible Conduct of Research (RCR) Course I
These courses are offered through the Collaborative Institutional Training Initiative (CITI) program. After completing the courses, you will receive a certificate of completion. Details for accessing these training courses are provided in the "Course Introduction" lesson.
SPSS Tutorials
This course will use IBM SPSS statistical software in the analytical parts of this course. You are required to learn the basics of SPSS on your own and use it for class assignments and papers. There are several tutorials on LinkedIn Learning to guide you through the basics of SPSS.
Weekly Quizzes
There will be a 10-point quiz each week to assess your learning of that week's topic. The lowest two grades will be dropped. The quizzes are timed.
Lab Assignments
There will be 11 lab assignments to help you put the information that you learn in this class into practice. Your lowest grade will be dropped.
Rubric for lab assignments
| Score | Component |
|---|---|
| 1-3 points | effort made on the lab assignment |
| 1-4 points | accuracy of the answers given |
| 1-3 points | demonstration of understanding |
| 10 points | up to 10 points can be earned on this activity |
Exam
An open-book exam will be given during the last week of the course. The exam will cover all the content from the course, including research design, methods, analysis, implications and analytics. I would recommend that you review any questions that you missed on the quiz, as quiz questions are a good indication of the topics you will encounter during the final exam. The exam has a time limit of 50 minutes.
Course Project
The course project will consist of three papers and five smaller activities. Together these submissions will earn you up to 200 points toward your grade.
The points will distribute in the following way:
| Submission | Points |
|---|---|
| SWOT analysis paper* | 50 |
| Methods and results paper* | 50 |
| Implications paper* | 50 |
| Research questions & hypotheses activity | 10 |
| Survey questions activity | 10 |
| Survey questionnaire activity | 10 |
| Survey data collection activity | 10 |
| Entering survey data into SPSS activity | 10 |
*NOTE: The three papers can be resubmitted during the last week of the course to be re-graded. The final grade will be the average of the score on the first submission and the final submission.
Rubric for papers
| Score | Criteria |
|---|---|
|
Excellent 48-50 points | Papers that receive this grade are at the top of the class. They are without error, demonstrate strong writing ability, show a strong grasp of the material, and provide clear detailed analysis. |
|
Very good 43-47 points | The writing and analysis in these pieces are good, but they are missing a required element or do not demonstrate strong research and acceptable presentation of information. |
|
Good 35-42 points | The writing and/or analysis in these pieces are good, but they have a major error. Multiple pieces may be missing or the paper may lack proper analysis of the material or data. Presentation of material may be poor. |
|
Needs improvement 25-34 points | The writing needs to be strengthened and the analysis is inadequate. Presentation of material may be poor. |
|
Incomplete below 25 points | Parts of the paper were not completed. Depending on the severity of the errors and the lack of content, the piece may earn a grade between 1 and 25. |
Rubric for activities
The five smaller activities that contribute to the final project will be graded using the same scale as the labs. Each activity will earn up to 10 points. See the rubric below.
| Score | Component |
|---|---|
| 1-3 points | effort made on the activity |
| 1-4 points | accuracy of the material |
| 1-3 points | demonstration of understanding |
| 10 points | up to 10 points can be earned on this activity |
Late Policy
Assignments that are handed in after the deadline will lose one point per day until they are submitted.
Grading Scale
| Letter | Percent |
|---|---|
| A | 94%-100% |
| A- | 90%-93.9% |
| B+ | 88%-89.9% |
| B | 84%-87.9% |
| B- | 80%-83.9% |
| C+ | 77%-79.9% |
| C | 70%-76.9% |
| D | 60%-69.9% |
| F | <60% |
Please refer to the University Grading Policy for Undergraduate Courses for additional information about University grading policies.
If, for reasons beyond the student's control, a student is prevented from completing a course within the prescribed time, the grade in that course may be deferred with the concurrence of the instructor. The symbol DF appears on the student's transcript until the course has been completed. Non-emergency permission for filing a deferred grade must be requested by the student before the beginning of the final examination period. In an emergency situation, an instructor can approve a deferred grade after the final exam period has started. Under emergency conditions during which the instructor is unavailable, authorization is required from one of the following: the dean of the college in which the candidate is enrolled; the executive director of the Division of Undergraduate Studies if the student is enrolled in that division or is a provisional student; or the campus chancellor of the student's associated Penn State campus.
For additional information please refer to the Deferring a Grade page.
Course Schedule
Note: All due dates reflect North American eastern time (ET).
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Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please go to the Graduation Information on the My Penn State Online Student Portal.
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Academic Integrity
According to Penn State policy G-9: Academic Integrity , an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity ). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and
personal integrity; respect other students' dignity, rights, and
property; and help create and maintain an environment in which all
can succeed through the fruits of their own efforts. An environment
of academic integrity is requisite to respect for oneself and
others, as well as a civil community.
In cases where academic integrity is questioned, the Policy on Academic Integrity indicates that procedure requires an instructor to inform the student of the allegation. Procedures allow a student to accept or contest a charge. If a student chooses to contest a charge, the case will then be managed by the respective college or campus Academic Integrity Committee. If that committee recommends an administrative sanction (Formal Warning, Conduct Probation, Suspension, Expulsion), the claim will be referred to the Office of Student Accountability and Conflict Response.
All Penn State colleges abide by this Penn State policy, but review procedures may vary by college when academic dishonesty is suspected. Information about Penn State's academic integrity policy and college review procedures is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page .
Accommodating Disabilities
Penn State welcomes students with disabilities into the University's educational programs. Every Penn State campus has resources for students with disabilities. The Student Disability Resources (SDR) website provides contacts for disability services at every Penn State campus. For further information, please visit the SDR website.
In order to apply for reasonable accommodations, you must contact the appropriate disability resources office at the campus where you are officially enrolled, participate in an intake interview, and provide documentation based on the documentation guidelines. If the documentation supports your request for reasonable accommodations, your campus's disability resources office will provide you with an accommodation letter. Please share this letter with your instructors and discuss the accommodations with them as early in your courses as possible. You must follow this process for every semester that you request accommodations.
Additional Policies
For information about additional policies regarding Penn State Access Accounts; credit by examination; course tuition, fees, and refund schedules; and drops and withdrawals, please see the World Campus Student Center website.
Counseling and Psychological Services
If you have a crisis or safety concern, mental health services are available to you as a Penn State student. Crisis and emergency contacts are available, no matter where you are located:
- Anywhere in the United States: Call the Penn State Crisis Line at 1-877-229-6400 or text LIONS to 741741. You can also contact your local crisis services or hospital for emergencies.
- Outside the United States: Please contact emergency services in your current location. You can also use the International Crisis and Emergency Services listings.
- At University Park: Assistance is available at Counseling & Psychological Services (CAPS) locations on campus.
- At a Penn State branch campus: You can search for counseling information at your campus.
Veterans and Military Personnel
Veterans and currently serving military personnel and/or dependents with unique circumstances (e.g., upcoming deployments, drill/duty requirements, VA appointments, etc.) are welcome and encouraged to communicate these, in advance if possible, to the instructor in the case that special arrangements need to be made.
Privacy Notice
In order to protect your privacy, course access is limited to those individuals who have direct responsibility for the quality of your educational experience. In addition to the instructor, a teaching assistant or college administrator may be provided access in order to ensure optimal faculty availability and access. World Campus technical staff may also be given access in order to resolve technical support issues.Student Responsibilities and Conduct
- Students are responsible for online course content, taking notes, obtaining other materials provided by the instructor, taking tests (if applicable), and completing assignments as scheduled by the instructor. As a general rule, students should plan on logging into the course at least three times per week and spending at least three hours per course credit per week on the course, e.g., if the course is three credits, the student should plan on spending at least 9-12 hours per week on the course, just as they would in a residence course.
- Students are responsible for keeping track of changes in the course syllabus made by the instructor throughout the semester.
- Students are responsible for monitoring their grades.
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Students must contact their instructor (and teammates when working on any collaborative learning assignments) as soon as possible if they anticipate missing long periods of online time due to events such as chronic illnesses, death in the family, business travel, or other appropriate events. The instructor will determine the minimal log on time and participation required in order to meet course responsibilities. In the event of other unforeseen conflicts, the instructor and student will arrive at a solution together.
- Requests for taking exams or submitting assignments after the due dates require documentation of events such as illness, family emergency, or a business-sanctioned activity.
- Conflicts with dates on which examinations or assignments are scheduled must be discussed with the instructor or TA prior to the date of the examination or assignment.
- Students are responsible for following appropriate netiquette (network etiquette) when communicating with their instructor and classmates. For reference, see the Academic Success Kit.
- Behaviors that disrupt other students’ learning are not acceptable and will be addressed by the instructor.
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For severe and chronic problems with student disruptive behavior, the following will be applied for resolution:
- Senate Committee on Student Life policy on managing classroom disruptions: Office of Student Accountability and Conflict Response.
- Penn State Principles
Report Bias
Penn State takes great pride to foster a diverse and inclusive environment for students, faculty, and staff. Acts of intolerance, discrimination, or harassment due to age, ancestry, color, disability, gender, gender identity, national origin, race, religious belief, sexual orientation, or veteran status are not tolerated and can be reported through Educational Equity via the Report Bias webpage.
Disclaimer: Please note that the specifics of this Course Syllabus are subject to change, and you will be responsible for abiding by any such changes. Your instructor will notify you of any changes.