COMM 411: PUBLIC OPINION RESEARCH

First of all, this is a hybrid course (half online, half onsite). We will meet face-to-face in the official classroom (RVAC 102) Wednesdays from 9 to 10:35 am. The online part of the course will be asynchronous. In case you do not know, asynchronous means, in the context of online teaching, that we will NOT meet at regular times as a group. In the online section of this course, you will have to work independently. In addition to the onground meetings, take into account that you will have to work independently with the videos in the different learning units for at least two hours every week. Plus, COMM 411 is a research course that requires a good knowledge of the software SPSS (Statistical Package for Social Sciences). You can access this software on your home computer using CCSU’s platform CITRIX. The software is also available in the computer labs of de Department of Communication (RVAC 310 and 313).

Subject: Public Opinion

Public Opinion is, according to most authors who deal with the subject, a pancultural phenomenon, that is, a phenomenon that appears in any society, at any time, and regardless of the political or social system that identifies a particular culture. Still, it is in the liberal democracy, the prevailing political model in modern western societies, where public opinion attains to its highest relevance. In the democratic model, public opinion is regarded – and unanimously accepted – as the only legitimate source of political and social power. The battle for the public opinion is at long last the battle for power, social influence and moral legitimacy. But public opinion is not only relevant within the limits of politics. Also in the world of business, the value and the future of corporations directly depend on their image in the public opinion.

Course Contents

To understand the true nature of the phenomenon called Public Opinion is necessary to go beyond the concrete contents of public opinion at a particular time, in a particular society, and regarding a particular issue. It is necessary to recognize the social conditions and individual features that make possible the apparition of a public opinion in practically every cell of human coexistence. The Phenomenon must be analyzed from a micro- and a macrosociological point of view, that is, students shall learn the effects of public opinion on the individual, as well as its social function. The public opinion is in a state of constant change. This mutable nature is maybe its most characteristic feature. Therefore, it is necessary to know the social-psychological mechanisms that control or influence public opinion dynamics. They can explain us how a particular opinion arises, becomes public, and finally disappears and is replaced by another different point of view in the public preference.

Most importantly, this is a methods course. The most important opinion research techniques will also be discussed in the course. Students will learn the different ways to find out tendency and direction of the public attitude regarding a particular issue. Opinion surveys also give us information about currently accepted and prevailing moral values.

Literature

We will be working in this course with original literature (as opposed to textbooks) and a variety of online resources. All the necessary reading material (books and book chapters) will be available in the corresponding learning units in this Web-Site.

Grading Elements

Grading in the class will be based on a number of elements. They are:

Assessment		Value
CITI Certificate		10%
Midterm Exam		20%
Public Opinion Research Paper		25%
	Paper (20%)
	Presentation (5%)
Public Opinion Research Project		40%
Participation		5%

CITI Certificate

The CITI (Collaborative Institutional Training Initiative) program is committed to safeguard the ethical integrity of research programs. In this training, you will learn some risks associated with research projects that involve human subjects. You must complete the basic certificate in Human Subjects Research (Group 1: Undergraduate Students).

In this link, you can find the instructions to complete the certificate.

And this is the link to the CITI program Web-site.

Midterm Exam

There will be only one exam in this course. The midterm will focus exclusively on the theoretical contents. All the material you need to prepare the exam will be available in the course’s Web-site.

There will be no make-up exams (except for well documented medical emergencies). All the assessments in this course will take place online, in the Blackboard Vista environment. Please, make sure that you are familiar with the system before the day scheduled for the exams.

Public Opinion Research Paper

In this assignment, you must select a topic the public may feel strong about. The stronger the feelings, the more likely you will find interesting material in your research. Then, you have to find actual data from surveys about that topic. In the “assignments” page within this site, you can find a detailed description of how to structure your paper. Plus, the participation grade (5% of the final grade), is based on the active and positive participation in the class discussions.

Public Opinion Research Project 

Every student will have to complete a public opinion research project related to any subject with a moral or aesthetic component. you will have to determine the research question, transform it into a questionnaire, publish the questionnaire in an online platform, gather the data and interpret and analyze the outcomes.

Participation

An active and positive participation in the class discussions is expected. Students can also improve the participation grade bringing up current public opinion issues.

Extra Help

For the first time, I will simultaneously run a research program. Students can volunteer to participate in this project. If you join the project, you will participate in all the phases of a real public opinion research project (definition of the research question, questionnaire design, data gathering, data processing and interpretation).

This voluntary assignment would never have a negative impact on your final grade. If you decide to participate, I will add a grading element to your final grade (if you get a B, it will be upgraded to B+; if B+, to A-, etc).

COURSE CONTENTS AREAS

The course covers three clearly differentiated areas. We will start with public opinion theory, and to some extent, they will chronologically structure the course.

To some extent because there are contents of the third area that we will need to study to complete the first research project.

In the “Learning Material” category of this Web-site’s navigation menu, you can find the readings, the links to external resources and the video tutorials necessary to success in this course.

1 – PUBLIC OPINION THEORY

In its first section, the course discusses what public opinion is, its social, political and economic function and its impact on every individual’s life. In this section of the course, we will study the most important theoretical approaches to the phenomenon public opinion, and will become familiar with the work of the most important authors who have studied the subject.

2 – PUBLIC OPINON RESEARCH I:

METHODS AND QUESTIONNAIRE DESIGN

In the second section of the course, we will focus on the different tools we can use to develop public opinion research instruments. The nature of public opinion research is, of course, quantitative, and these are the only methods we will discuss in the course. We will learn the different types of questions we can use in the different types of data those questions may generate. 

3.1 how to define the original research question,

3.2 how to translate the research question into a questionnaire

The different types of questions we can use and the different types of data those questions may generate,

3.3 the advantages and disadvantages of the different sampling methods,

And the strategies to collect the data (interview types, channels, and platforms),

3 – PUBLIC OPINION RESEARCH II:

DATA ANALYSIS AND INTERPRETATION

The third block of the course focuses on public opinion research methods.  Students learn how to use the standard data processing software (SPSS),

the most common statistical procedures to analyze the data and stablish significance, validity and reliability levels,and finally, how to analyze and interpret the collected data in order to answer the original research question.

Course Policies

The instructor reserves the ultimate right to modify the schedule of activities, assignments and tests for the class as it deems necessary. In addition, the professor reserves his right to assess the overall ability of the students to meet the expectations of the course and will exercise his right to pass or fail the student accordingly.

Late Assignments

Late assignments will be graded so you receive feedback, but will be worth only half credit (100 pt. paper receives 50 points). This is a severe penalty; it is not fair to others who met the deadlines if we accept yours late.  The instructor will not accept any assignment more than one week late. In the 21^st century, printer troubles or computer problems are no longer reasonable excuses for late papers. The instructor suggests knowing the equipment well enough and allowing ample time in case of problems.

Attendance

Attendance in this course is ONLY mandatory when graded assignments (presentations and exams) are scheduled. However, it is highly recommended to attend classes on a regular basis because the contents of the exams will be based on the contents of classes and class discussions. It is your responsibility to keep up with the contents of the classes that you missed. Plus, the participation grade (5% of the final grade) will be based on an active and positive participation in the class discussions.

Punctuality

If you decide to attend classes, you will need to do it on time. After 10 minutes courtesy, the door will be closed and students will not be allowed to enter the room.

Electronic devices

To enhance the active participation in the class, the use of mobile electronic devices, such as cell phones, laptops, tablets or netbooks, is not allowed in this course.

Incompletes

The University’s policy on the awarding of incompletes is discussed in the catalog and will be followed in this class.

Academic Dishonesty

CCSU has a zero tolerance policy on academic dishonesty. Academic dishonesty includes cheating on homework or exams, and also plagiarism. Demonstrated cases of academic dishonesty can result in severe penalties including receiving an “F” in the class.

To learn more about this subject, please read CCSU’s policy of academic misconduct at

http://web.ccsu.edu/academicintegrity

Special Needs

Please contact me privately to discuss your specific needs if you believe you need course accommodations based on the impact of a disability, medical condition, or if you have emergency medical information to share. I will need a copy of the accommodation letter from Student Disability Services in order to arrange your class accommodations. Contact Student Disability Services, room 241, Copernicus Hall if you are not already registered with them. Student Disability Services maintains the confidential documentation of your disability and assists you in coordinating reasonable accommodations with your faculty.

Diversity Statement

It is our intent that students from all diverse backgrounds and perspectives be well-served by this course, that students’ learning needs be addressed both in and out of class, and that the diversity that students bring to this class be viewed as a resource, strength and benefit. We will present materials and activities that are respectful of diversity: gender, sexual orientation, disability, age, socioeconomic status, ethnicity, race, culture, perspective, and other background characteristics. Please let us know ways to improve the effectiveness of the course for you personally or for other students or student groups.  In addition, we have attempted to avoid conflicts with major religious holidays. If, however, we have inadvertently scheduled an exam or major deadline that creates a conflict with your religious observances, please let us know as soon as possible so that we can make other arrangements.

Tentative Course Outline

Date	Contents
Week 0 1/17-1/19	Welcome to the course
Week 1 1/22 - 1/26	Public Opinion Defined / Public Opinion Research-Intro
Week 2 1/29 - 2/2	Public Opinion Research-Intro / The Process
Week 3 2/5 - 2/9	Walter Lippmann / Public Opinion Research-The Questionnaire
Week 4 2/12 - 2/16	Jürgen Habermas / Public Opinion Research - SPSS - Introduction
Week 5 2/19 - 2/23	Elisabeth Noelle-Neumann / Public Opinion Research Descriptive Statistics I
Week 6 2/26 - 3/1	Midterm Exam Review / Descriptive Statistics II
Week 7 3/4 - 3/8	Midterm Exam Friday, March 8
Week 8 3/18 - 3/22	Inferential Statistics I /
Week 9 3/25 - 3/29	Public Opinion Research Inferential Statistics II
Week 10 4/1 - 4/5	Public Opinion Research Graphics I 4/5: Public Opinion Research Paper Due
Week 11 4/8 - 4/12	Public Opinion Research Graphics II
Week 12 4/15 - 4/19	Public Opinion Research Project
Week 13 4/22 - 4/26	Public Opinion Research Project
Week 14 4/29 - 5/3	5/3 Last day of classes Public Opinion Research Project Due
Final Exams	May 6 - May 12

Important Dates

Date
January 17 - January 23	Add/Drop period
January 23	Last day to change from part-time to full-time status Last day to drop first eight-week course without "W" Last day for part-time students to drop full semester course with 100% refund Last day for full-time students to withdraw from the university with 90% refund
January 24 - February 6	Full-time students may drop courses but cannot drop below full-time status
January 30	Last day for part-time students to drop full semester course with 60% refund Last day for full-time students to withdraw from the university with 60% refund
February 6	Last day for part-time students to drop full semester course with 40% refund Last day to drop full semester course without "W" Last day to change from full-time to part-time status Last day to declare pass/fail and audit options for full semester courses
February 7 - April 16	Withdrawal (no permission required) period for full semester course runs through April 19
March 27	Summer registration begins
April 5 - April 19	Fall registration period for matriculated students (based on level, and for Undergraduates based on earned credits).
April 16	Last day to withdraw from the University or from a course without permission
April 20	Late course withdrawal form required to withdraw from full semester course (written permission of instructor and chairperson required)
May 1	Suggested priority deadline for undergraduates to apply for May 2023 graduation (Office of the Registrar)