The subject “Statistics applied to communication” is taught together to the first years of the degrees in Journalism, Audiovisual communication and Advertising and Public Relations. Together with the subject “Research Methods in Communication” taught in the second year of the degrees in Audiovisual Communication and Advertising and Public Relations, it constitutes the training in applied social research in these degrees.



Given this, the course covers the three perspectives of social research in communication: 1) the one coming from journalism, which mainly emphasizes precision journalism; 2) the perspective developed in advertising through market research and marketing; and 3) the one derived from communication studies, mainly research on audiences, as well as on any component of the communication process.

RA1. Identify the peculiarities of social research and statistics as a way of knowledge, as well as its applications in professional practice of the graduate in communication.

RA2. Solve a research problem, properly formulating its objectives and identifying the different social research methodologies, their application, the need for information to which it responds and the type of results to which it gives rise.

RA3. Apply the most appropriate univariate and bivariate descriptive statistics measures for each type of variable and research objective, selecting the most appropriate measure, calculating and interpreting it appropriately.

RA4. Correctly interpret quantitative secondary data.

RA5. Properly communicate the results of a social investigation

1. Research applied to communication



a. What is Research and why is it important to conduct research on

communication

b. The research process applied to communication

c. Producing and managing Primary Quantitative Data



2. Univariate Descriptive Statistics



a. Frequency Tables and graphical representations

b. Central Tendency Measures

c. Position and Dispersion



3. Bivariate Descriptive Statistics



a. Basic concepts about the association between variables

b. Association between Qualitative Variables

c. Correlation between Quantitative Variables



4. Introduction to Inferential Statistics



a. Estimates and Confidence Intervals

b. Statistical Significance



5. Quantitative Data in media.



a. Analysis and managing of Secondary Data

b. Dissemination of Quantitative Data

The course consists of lectures and computer practicals, combining participatory methods with lectures by teachers.

• Continuous Assessment System
• Final Assessment System
• Tools and qualification percentages:
  • 50% exam 50% ejercicios prácticas llevados a cabo en las clases de prácticas multimedia y en el aula. (%): 100

The evaluation of the ordinary call shall be mixed and shall consist of the following sections:

Exam: 50% of the grade to be conducted at the time and date set by the Centre and published in the official web page.

Continuous evaluation of practices: 50% of the grade. Evaluation of individual and group work during practice hours.



Note 1: Students who are unable to attend the lectures shall be entitled to the Overall Final Test on the day and time established by the Centre. The Overall Final Test will be 100% of the grade. Students shall submit to the teacher responsible for the subject a written waiver of the continuous evaluation, for which they shall have a period of nine weeks in the case of four-month subjects.



Note 2: Failure to submit to the last examination implies a waiver of the summons.



This evaluation system shall be applied both face-to-face and non-face-to-face if circumstances so require.

The extraordinary assessment will consist of an overall exam, split into two parts. First, the final written exam (60% of the final mark). And second, the final practical exam (40% of the final mark). Both will be carried out on the date and time appointed by the Centre.



According to the article 12.2 of the Regulations of Evaluation of the students of the official degrees:

12.2.- In the case of continuous assessment, if the weight of the final mark is higher than 40% of the mark of the subject, it will be sufficient not to attend to the final exam so that the final mark of the subject is not presented. Otherwise, if the weight of the final exam is equal to or less than 40% of the mark of the subject, students may waive the call in a period that, at least, will be up to one month before the end date of the teaching period of the corresponding subject. This waiver must be submitted in writing to the faculty responsible for the subject.



IMPORTANT NOTE: To pass this subject you should get a mark of 5 or more in the final mark, and 4 or more in the written exam.

During the course it will be mandatory to use computer, Excel (or similar) program and scientific calculator.

Basic bibliography

BERGANZA, Mª Rosa y SAN ROMÁN, José A. (coord.s) (2005): Investigar en comunicación. Madrid: McGraw-Hill Interamericana.

BLAXTER, Lorraine; Hughes, Christina y Tigh, Malcolm (2000): Cómo se hace una investigación. Barcelona: Gedisa.

CEA D'ANCONA, Mª Angeles (1996): Metodología cuantitariva. Estrategias y técnicas de investigación social. Madrid: Síntesis.

GAITAN, J.A. y PIÑUEL, J.L. (1998): Técnicas de Investigación en Comunicación Social. Elaboración y registro de datos. Madrid: Editorial Síntesis.

GARCÍA FERRANDO, M. (1985): Socioestadística, Madrid: Alianza Universal.

HERNÁNDEZ, R.; Fernández, C. y Baptista, Pilar (2003): Metodología de la investigación. México: McGraw-Hill.

SÁNCHEZ CARRIÓN, J.J. (2005): Manual de Análisis Estadístico de los Datos. Madrid: Alianza Universal.

WALKER, Melissa (2000): Cómo escribir trabajos de investigación. Barcelona: Gedisa.

WIMMER, R.D. y DOMINICK, J.R. (1996): La Investigación Científica de los Medios de Comunicación. Una Introducción a sus Métodos. Barcelona: Bosch.

In-depth bibliography

BERGANZA, Mª Rosa y SAN ROMÁN, José A. (coord.s) (2005): Investigar en comunicación. Madrid: McGraw-Hill Interamericana.
BLAXTER, Lorraine; Hughes, Christina y Tigh, Malcolm (2000): Cómo se hace una investigación. Barcelona: Gedisa.
CEA D'ANCONA, Mª Angeles (1996): Metodología cuantitariva. Estrategias y técnicas de investigación social. Madrid: Síntesis.
GAITAN, J.A. y PIÑUEL, J.L. (1998): Técnicas de Investigación en Comunicación Social. Elaboración y registro de datos. Madrid: Editorial Síntesis.
GARCÍA FERRANDO, M. (1985): Socioestadística, Madrid: Alianza Universal.
HERNÁNDEZ, R.; Fernández, C. y Baptista, Pilar (2003): Metodología de la investigación. México: McGraw-Hill.
SÁNCHEZ CARRIÓN, J.J. (2005): Manual de Análisis Estadístico de los Datos. Madrid: Alianza Universal.
WALKER, Melissa (2000): Cómo escribir trabajos de investigación. Barcelona: Gedisa.
WIMMER, R.D. y DOMINICK, J.R. (1996): La Investigación Científica de los Medios de Comunicación. Una Introducción a sus Métodos. Barcelona: Bosch.

Journals

Zer. Revista de Estudios de Comunicación (http://www.ehu.es/zer/)
Revista Latina de Comunicación Social (http://www.revistalatinacs.org/)
Comunicación y Sociedad (http://www.unav.es/fcom/comunicacionysociedad/es/)
Comunicar (http://www.revistacomunicar.com/)
Estudios sobre el Mensaje Periodístico (http://www.ucm.es/info/emp/)

Web addresses

Estudio General de Medios: http://www.aimc.es
Nielsen NetRatings: http://www.nielsen-netratings.com/intl.jsp?country=es
SOFRES: http://www.sofresam.com
Instituto Vasco de Estadística (EUSTAT): http://www.eustat.es
Instituto Nacional de Estadística: httpwww.ine.es