國立中山大學 111學年度第2學期 課程教學大綱

National Sun Yat-sen University 111Academic year Course syllabus

中文名稱
Course name(Chinese)

 進階傳播研究法

課號
Course Code

 ICM652

英文名稱
Course name(English)

 ADVANCED RESEARCH METHODS FOR COMMUNICATIONS

課程類別
Type of the course

 講授類

必選修
Required/Selected

選修

系所
Dept./faculty

 行銷傳播管理研究所碩士班

授課教師
Instructor

 譚躍

學分
Credit

 3

因應嚴重特殊傳染性肺炎等傳染病，倘若後續需實施遠距授課，授課方式調整如下：
　　　　　　　　 同步遠距【透過網路直播技術，同時進行線上教學，得採Microsoft Teams、Adobe connect等軟體進行】
同步遠距含錄影【透過網路直播技術，同時進行線上教學並同時錄影，課程內容可擇日再重播，得採Microsoft Teams、Adobe connect等軟體進行】
非同步遠距【課堂錄影或錄製數位教材放置網路供學生可非同時進行線上學習，得採EverCam、PPT簡報錄影、錄音方式進行】
實作類課程，經評估無法採遠距課程教學，後續復課後密集補課

★遠距教學軟體操作說明連結

因應嚴重特殊傳染性肺炎等傳染病，倘若後續需實施遠距授課，評分方式調整如下：

　　　　　　　　
1.上課出席與討論class participation and discussion：30%
2.課堂導讀individual presentation of reading materials：20%
3.研究計畫簡短說明research proposal：5%
4.練習5篇exercise：25%
5.研究計畫簡短說明research proposal：5%
6.研究計畫期末口頭發表oral presentation：5%
7.研究計畫書面報告written report：15%

課程大綱 Course syllabus
　　　　　　　　 本課程教學大綱已提供完整英文資訊（本選項僅供統計使用，未提供完整英文資訊者，得免勾記）【Provide information of course syllabus in English.(This is for statistical use only. For those who do not provide information of course syllabus in English, do not check this field.)】

幫助學生了解及掌握行銷傳播量化研究領域最常用的三種研究方法（實驗法、調查法、內容分析法）中，比較進階的研究設計和量化統計方法（多因子變異數分析、迴歸分析、調節和中介、結構方程模式、時間序列分析），主要應用R語言進行程式碼的撰寫。
help students to master advanced data analysis in three major methodology (experiment, survey and content analysis) in communication, including analysis of variance, regression modeling, moderation and mediation analysis, structural equation modeling, time series analysis etc.). R is major software to run the analysis.



課程目標 Objectives
　　　　　　　　 為了幫助選課同學了解進階的研究方法，應用在不同的研究問題和研究領域，本課程的內容偏重淺顯和實用的原則。「淺顯」的意思，主要是會刻意省略統計方法相關的數學公式，改用邏輯推理說明背後原理，幫助同學將新舊統計方法的知識進行連結，強調統計軟體的操作和應用。具體而言，針對每一種研究方法，本課程會從概念上講解每一種方法的設計原理，介紹每一種方法在傳播學研究中的應用（包括研究問題的設計）並提供優秀的研究範例，介紹每一種方法的用途、優缺點、分析流程和結果呈現方式。在課堂上進行練習，並透過完成個人或小組期末作業，完成實際的研究成果。 I will try to keep the course simple and practical. My major goal is to let the students understand the logic behind the statistics and can apply them with R. Research samples will be employed to show how each method can be used to test hypotheses in research; how they are carried out and presented, and how they are interpreted. In-class exercises and individual or group project will help students to accomplish a complete research project at the end of the semester.


授課方式 Teaching methods
　　　　　　　　 講授、實作與討論 lecture, exercise and discussion



評分方式﹝評分標準及比例﹞Evaluation (Criteria and ratio)等第制單科成績對照表 letter grading reference

　　　　　　　　
1.上課出席與討論class participation and discussion：30%
2.課堂導讀individual presentation of reading materials：20%
3.練習5篇exercise：25%
4.研究計畫簡短說明research proposal：5%
5.研究計畫期末口頭發表oral presentation：5%
6.研究計畫書面報告written report：15%

參考書/教科書/閱讀文獻 Reference book/ textbook/ documents
〔請遵守智慧財產權觀念，不可非法影印。教師所提供之教材供學生本人自修學習使用,不得散播及做為商業用途〕
No copies for intellectual property rights. Textbooks provided by the instructor used only for self-study, can not broadcast or commercial use

　　　　　　　　
序號作者書名出版社出版年出版地ISBN#
No.AutherTitlePublisherYear of
publish		Publisher
place		ISBN#
1Hayes, A. F., Slater, M. D., & Snyder, L. B. (Eds.)The Sage sourcebook of advanced data analysis methods for communication research.Sage2008Los Angeles978141292790

彈性暨自主學習規劃 Alternative learning periods
本門課程是否有規劃實施學生彈性或自主學習內容（每1學分2小時）
Is any alternative learning periods planned for this course (with each credit corresponding to two hours of activity)?
否：教師需於「每週課程內容及預計進度」填寫18週課程進度（每1學分18小時之正課內容）。
No：The instructor will include an 18-week course plan in the weekly scheduled progress (each credit corresponds to 18 hours of instruction)
是：教師需於「每週課程內容及預計進度」填寫16週課程內容（每1學分16小時之正課內容），並於下列欄位填寫每1學分2小時學生彈性或自主學習內容。
    Yes：The instructor will include a 16-week course plan in the weekly scheduled progress (each credit corresponds to 16 hours of instruction);the details of the planned alternative learning periods are provided below (each credit corresponds to two hours of activity).

學生彈性或自主學習活動
Alternative learning periods		勾選或填寫規劃內容
Place a check in the appropriate box or provide details		時數
Number of hours
學生分組實作及討論
Group work and discussion
參與課程相關作業、作品、實驗
Participation in course-related assignments, work, or experiments
參與校內外活動（研習營、工作坊、參訪）或競賽
Participation in on- or off-campus activities (e.g., seminars, workshops, and visits) or competitions
課外閱讀
Extracurricular reading
線上數位教材學習
Learning with online digital learning materials
其他（請填寫規劃內容）
Other (please provide details)

每週課程內容及預計進度 Weekly scheduled progress
　　　　　　　　
週次日期授課內容及主題
WeekDateContent and topic
12023/02/12~2023/02/18課程介紹 & R簡介 course introduction & basic R
22023/02/19~2023/02/25因素分析 factor analysis
32023/02/26~2023/03/04和平紀念日放假
42023/03/05~2023/03/11卡方分析和潛在類別分析 Chi-square, & latent class analysis
52023/03/12~2023/03/18變異數與迴歸分析 anova & linear regression modeling
62023/03/19~2023/03/25陶振超老師演講
72023/03/26~2023/04/01類別變項迴歸分析 logistic regression & GLZM
82023/04/02~2023/04/08清明節放假
92023/04/09~2023/04/15期中報告和討論 mid-term report
102023/04/16~2023/04/22林常青老師演講：panel data analysis
112023/04/23~2023/04/29調節和中介 moderation and mediation
122023/04/30~2023/05/06林常青老師演講: 時間序列分析上 time series analysis(I)
132023/05/07~2023/05/13林常青老師演講: 時間序列分析下 time series analysis(II)
142023/05/14~2023/05/20結構方程模式 Structural Equation Modeling I
152023/05/21~2023/05/27期末報告口頭發表和討論 oral presentation of research report
162023/05/28~2023/06/03繳交期末報告 written report due
172023/06/04~2023/06/10彈性學習 independent study
182023/06/11~2023/06/17彈性學習 independent study

課業討論時間 Office hours
　　　　　　　　 時段1 Time period 1:
時間 Time：星期四14:00-16：00
地點 Office/Laboratory：管3034-1
時段2 Time period 2：
時間 Time：星期五10:00-12：00
地點 Office/Laboratory：管3034-1

系所學生專業能力/全校學生基本素養與核心能力 basic disciplines and core capabilitics of the dcpartment and the university
　　　　　　　　
系所學生專業能力/全校學生基本素養與核心能力
basic disciplines and core capabilities of the department and the university		課堂活動與評量方式
Class activities and evaluation
本課程欲培養之能力與素養 This course enables students to achieve.紙筆考試或測驗 Test.課堂討論︵含個案討論︶ Group discussion (case analysis).個人書面報告、作業、作品、實驗 Indivisual paper report/ assignment/ work or experiment.群組書面報告、作業、作品、實驗 Group paper report/ assignment/ work or experiment.個人口頭報告 Indivisual oral presentation.群組口頭報告 Group oral presentation.課程規劃之校外參訪及實習 Off-campus visit and intership.證照/檢定 License.
參與課程規劃之校內外活動及競賽 Participate in off-campus/ on-campus activities and competitions.課外閱讀 Outside reading.
※系所學生專業能力 Basic disciplines and core capabilities of the department
1具備良好的理解、表達、與溝通能力。 1 With the professional academic knowledge and skills of marketing communication, every students will be equipped with effective analytical and problem-solving ability.V VV V    V
2.具備行銷傳播學業知識與技能，並有效分析與解決問題。 2. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development. V VV V    V
3.以數位行銷與社會文化行銷之專業成就全方位生涯發展。 3.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.V VV V    V
4.發揮領導與團隊精神，能與現代社會所強調之「國際化」、「數位化」、「實務化」之專業需求並行。 4. Through two professional knowledge programs of digital marketing and social culture marketing, the students can accomplish future development.V VV V    V
5.具備專業倫理觀念，明瞭對社會作出貢獻是應負之責任。 5.Developing the most of leadership and team-oriented spirit, our lecture provide internationalisation, digitalisation, and practical skills which are also emphasised on the society.           
※全校學生基本素養與核心能力 Basic disciplines and core capabilities of the university
1.表達與溝通能力。 1. Articulation and communication skillsV VV V    V
2.探究與批判思考能力。 2. Inquisitive and critical thinking abilitiesV VV V    V
3.終身學習能力。 3. Lifelong learningV VV V    V
4.倫理與社會責任。 4. Ethnics and social responsibility           
5.美感品味。 5. Aesthetic appreciation           
6.創造力。 6. CreativityV VV V    V
7.全球視野。 7. Global perspective           
8.合作與領導能力。 8. Team work and leadership           
9.山海胸襟與自然情懷。 9. Broad-mindedness and the embrace of nature　           

本課程與SDGs相關項目：The course relates to SDGs items:

　　　　　　　　
SDG1-消除貧窮(No Poverty)
SDG2-消除飢餓 (Zero Hunger)
SDG3-良好健康與福祉(Good Health and Well-being)
SDG4-教育品質(Quality Education)
SDG5-性別平等(Gender Equality)
SDG6-乾淨水源與公共衛生(Clean Water and Sanitation)
SDG7-可負擔乾淨能源(Affordable and Clean Energy)
SDG8-優質工作與經濟成長(Decent Work and Economic Growth)
SDG9-工業、創新和基礎建設(Industry,Innovation and Infrastructure)
SDG10-減少不平等(Reduced Inequalities)
SDG11-永續城市(Sustainable Cities and Communities)
SDG12-責任消費與生產(Responsible Consumption and Production)
SDG13-氣候行動(Climate Action)
SDG14-海洋生態(Life Below Water)
SDG15-陸域生態(Life on Land)
SDG16-和平、正義和穩健的制度(Peace,Justice And Strong Institutions)
SDG17-促進目標實現的全球夥伴關係(Partnership for the Goals)
本課程和SDGS無關

本課程校外實習資訊: This course is relevant to internship:

　　　　　　　　 本課程包含校外實習（本選項僅供統計使用，無校外實習者，得免勾記）
The course includes internship.(For statistical use only. If the course without internship, please ignore this item.)

實習定義：規劃具有學分或時數之必修或選修課程，且安排學生進行實務與理論課程實習，於實習終了取得考核證明繳回學校後，始得獲得學分；或滿足畢業條件者。(一般校內實習請勿勾選此欄位)

Internship: The required or elective courses should include credits and learning hours. Students should participate in the corporative company or institution to practice and learn the real skills. An internship certification must be handed in at the end of internship to get the credits or to fulfil the graduation requirements.

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