A. An Introduction to Survey Research, Polling, and Data Analysis, 3rd Ed.,

輔仁大學 大眾傳播研究所

碩士在職專班 九十七學年度第一學期

教學大綱

授 課 時 間 週六，9:00am-12:00pm

授 課 系 級 大眾傳播研究所 碩士在職專班

授 課 教 師 林維國

Email: 054771

@mail.fju.edu.tw

辦公室時間請以預約方式，歡迎利用辦公室門前留言板或email 預約 研究室：文開樓LE828

影像傳播系主任室：文友樓三樓TEL: 29053287 (O)

科 目 名 稱中文：媒體與民意調查 英文：Media and Polling

科目代 碼

教 科 書 名

A. An Introduction to Survey Research, Polling, and Data Analysis, 3rd Ed.,

B. The Nature and Origins of Mass Opinion, Zaller, J. R., Cambridge, UK:

Cambridge University Press, NY, US, 1996

C. Polling and Presidential Election Coverage, Lavrakas, P., & Holley, J. K.,

D. Psychology of Polling Response, Tourangeau, Rips, L. J., & Rasinski, K.,

E. Who Deliberates? Mass Media in Modern Democracy, Page, B. I., 1996,

F. Public Opinion: Development and Controversies in the Twentieth Century,

參 考 書 名

G. 民意調查

H. Quantitative Data analysis, with SPSS for Windows, 2

教 學 目 標

This course is designed to have students obtain an in-depth knowledge on public opinion research as well as practical skills of polls. The key and controversial issues about public opinion will be discussed, while related cases in Taiwan, the United States, and other areas in the world will be accompanied.

預 備 知 識 需要，應具備：

基礎課程 (需要) 基本傳播理論 (需要)

教 學 內 容

This course focuses on key theories and concepts of research on public opinion. The strengths and weaknesses of polls intended to probe public opinion are also critiqued.

Issues regarding possible problems of survey research, including limited functions of survey, sampling procedure, questionnaire construction, and data analysis are introduced to help further understand the status-quo of nowadays public opinion research and polls.

Practices on technical mechanisms are also intended for students in order to equip them with practical training for future uses. Such training includes introductions to and executions of Smart CATI and SPSS.

上 課 方 式

1. Please skim the assigned course materials prior to each correspondent

beginning. Nevertheless, as semester goes on, students should understand that this is the only way to learn right and more. In order to test if students actually read the materials, the instructor will ask a few questions or give unannounced quiz in class. Please be prepared.

2. The lecture is expected to be interactive between the instructor and students. Please rise your hand whenever you encounter questions about the lectures. If the instructor thinks answers need to be deliberated with other references that are not handy, he will provide accurate answers in next class.

3. There are in-class presentations. Students are expected to lead other students for the assigned readings.

考 試 及 成 績 計

算 方 式

出席率 20% (including attendance and possible unannounced quiz) 期中導讀 40%

期末報告 40%

課

程

計

畫

 教

學

大

週別 日期 進 度 1 9/20 Discussions on syllabus

2 9/27 Foundamental: What is Public Opinion and Polling?

*Professor Lectures

*Refer to G: CH 1 & 2

3 10/4 The nature of formation of public opinion

* Professor Lectures

*Refer to G: CH 3 & 4 4 10/11 The Design of Polling

* Professor Lectures

*Refer to G: CH 5 & 6

5 10/18 The Essential Elements of Polling

* Professor Lectures

*Refer to other Chinese Readings

綱

與

進

度

6 10/25 The Purposes and Designs of Publoic Opinion Polls

*Reading A ( An Introduction to Survey Research, Polling, and Data

Analysis): CH 1 & 2

7 11/1 The Sampling of Publoic Opinion Polls

*Reading A (An Introduction to Survey Research, Polling, and Data

Analysis) : CH 3 & 4

8 11/8 * 個人報告大綱繳交日

Uses of survey research

*Reading A (An Introduction to Survey Research, Polling, and Data

Analysis) : CH 5 & 7

9 11/15 The Formation of Public Opinion

*Please read B (The Nature and Origins of Mass Opinion): CH 1

& 2

(CH 1 & 2, reading led by the same person)

*Please read B (The Nature and Origins of Mass Opinion): CH 3 10 11/22 Issues on uses of polls to survey public opinion

*Please read B (The Nature and Origins of Mass Opinion): CH 12

*Please read C (Polling and Presidential Election Coverage):CH 10 11 11/29 Issues on questionnaire construction

Please read D (Psychology of Survey Response): CH 1

& 2

12 12/6 Issues on Survery Response

*Please read D (Psychology of Survey Response): CH 11

13 12/13 個人報告發問及討論

14 12/20 The Quality of Public Opinion

*Please read E (Who Diliberates): CH 1 & 5 15 12/27 Polling and Public Opinion

*Please read F (Public Opinion): CH 1 & 2 16 1/3 Media and Public Opinion

*Please read F (Public Opinion): CH 7

*OPEN DISCUSSIONS on individual papers or other issues

17 1/10 ** 個人報告繳交日 Due of all individual papers (No delay allowed!!)

18 1/17

Mini Conference, Individual Paper Presentation (2)