國立中山大學108學年度第1學期應用傳播統計學課程大綱

國立中山大學 108學年度第1學期課程教學大綱

National Sun Yat-sen University 108Academic year1st Semester Course syllabus

中文名稱
Course name(Chinese)

應用傳播統計學

課號
Course Code

ICM507

英文名稱
Course name(English)

APPLIED STATISTICS IN 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

鄭安授

學分
Credit

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，授課方式調整如下：

尚未建立傳染性肺炎(武漢肺炎)授課方式調整

因應嚴重特殊傳染性肺炎(武漢肺炎)，倘若後續需實施遠距授課，評分方式調整如下：

尚未建立傳染性肺炎(武漢肺炎)課程評分方式﹝評分標準及比例﹞

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.)】

This course includes the following topics:
1.Research design and research process
2.Statistical models
3.Descriptive statistics and data graphing
4.Chi-square test for nominal data
5.Comparing two means: t test
6.Two sample case for the mean
7.Compare several means: One-way ANOVA
8.Factorial design of analysis of variance: Two-way ANOVA
9.Correlation
10.Simple linear regression
11.Multiple regression & path analysis
12.Item analysis, reliability, and validity

課程目標 Objectives

This course is a graduate-level statistics courses. It introduces research design, descriptive and inferential statistics, and applications in communication and social science research. It emphasizes the understanding of basic statistics for quantitative data analysis: data representation; descriptive statistics; estimation and hypothesis testing. This course demonstrates some data analysis procedures based on commonly used statistical computer software SPSS. Proper interpretation of the statistical analysis results is also one of the course emphases.

授課方式 Teaching methods

lectures and class discussions; demonstrations and applications of statistical computer packages.

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.Homework：45%
2.Midterm：20%
3.Final：25%
4.Participation：10%

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

1.邱皓政(2019)。《量化研究與統計分析：SPSS與R資料分析範例解析》(第六版)。台北：五南。(Required Textbook)
2.Hinkle, D. E., Wiersma, W., & Jurs, S. G. (2003). Applied statistics for the behavioral sciences (5th ed.). Boston, MA: Houghton Mifflin.
3.Morgan, G.A., Leech, N. L., Gloeckner, G. W., & Barret, K. C. (2004). SPSS for introductory statistics: Use and interpretation (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.
4.Leech, N. L., Barrett, K. C., & Morgan, G. A. (2005). SPSS for intermediate statistics: Use and interpretation (2nd ed.). Mahwah, NJ: Lawrence Erlbaum Associates.

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
Week	Date	Content and topic
1	2019/09/09~2019/09/15	課程簡介(Introduction)
2	2019/09/16~2019/09/22	科學研究與量化方法 (Research process)
3	2019/09/23~2019/09/29	測量理論與方法 (Statistical models)
4	2019/09/30~2019/10/06	資料電腦化與資料庫建立 (The SPSS environment)
5	2019/10/07~2019/10/13	資料檢核與整備 (Data screening)
6	2019/10/14~2019/10/20	研究資料描述與圖表呈現 (Descriptive statistics and data graphing)
7	2019/10/21~2019/10/27	類別資料分析：卡方檢定 (Chi-square test for nominal data)
8	2019/10/28~2019/11/03	平均數的差異分析：t檢定I (Comparing two means: t test)
9	2019/11/04~2019/11/10	期中考(Midterm)
10	2019/11/11~2019/11/17	平均數的差異分析：t檢定II (Two sample case for the mean; one sample case for correlation)
11	2019/11/18~2019/11/24	單因子變異數分析 (Compare several means: One-way ANOVA)
12	2019/11/25~2019/12/01	多因子變異數分析(Factorial design of analysis of variance: Two-way ANOVA)
13	2019/12/02~2019/12/08	相關分析(Correlation)
14	2019/12/09~2019/12/15	簡單迴歸分析 (Simple linear regression)
15	2019/12/16~2019/12/22	多元迴歸與路徑分析 (Multiple regression & path analysis)
16	2019/12/23~2019/12/29	項目分析與信效度分析 (Item analysis, Reliability and Validity)
17	2019/12/30~2020/01/05	期末考(Final exam)
18	2020/01/06~2020/01/12	課程檢討(Course wrap up)

課業討論時間 Office hours

時段1 Time period 1:
時間 Time：星期一14:00-16:00
地點 Office/Laboratory：管4080
時段2 Time period 2：
時間 Time：星期三14:00-16:00
地點 Office/Laboratory：管4080

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.

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.

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.

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.

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 skills

2.探究與批判思考能力。 2. Inquisitive and critical thinking abilities

3.終身學習能力。 3. Lifelong learning

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. Creativity

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:

尚未建立SDGS資料

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

本課程無註記包含校外實習