Type of Credit: Elective
Credit(s)
Number of Students
高等量化傳播研究方法主要介紹各種高等統計分析方法，包括量表建構、因素分析、迴歸分析、因果分析、結構方程式等。
能力項目說明
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
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週次 |
課程主題 |
課程內容與指定閱讀 |
教學活動與作業 |
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1 |
量表建構 |
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Food for thought (1) Why study multivariate data analysis? (2) What is summated rating scale? (3) How to construct a summated rating scale? (4) How to perform item analysis? (5) How to interpret SPSS printout? |
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2 |
因素分析1 |
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Food for thought (1) What are the objectives of factor analysis? (2) What are the differences between common factor analysis and principal component analysis? (3) How to derive factors and assess overall fit? (4) What is rotation of factors and why is it important for factor analysis? |
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3 |
因素分析2 |
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Food for thought (1) How to interpret the factors? (2) How to use factor analysis to create a summated rating scale? (3) How to use SPSS to run factor analysis? (4) How to design a factor analysis? (5) How to interpret SPSS printout?
Presentation #1 |
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4 |
迴歸分析1 |
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Food for thought (1) What is partial correlation? (2) How to compute partial correlations? (3) What is multiple regression? (4) How to create dummy variables in regression analysis? (5) How to determine the relative importance of independent variables in predicting dependent variable? |
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5 |
迴歸分析2 |
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Food for thought (1) What are the major types of multiple regression? (2) What is standard multiple regression? (3) What is hierarchical multiple regression? (4) What is stepwise multiple regression? (5) How to choose among regression strategies? (6) What is multicollinearity? (7) How to deal with multicollinearity? (8) How to interpret SPSS printout?
Presentation #2 |
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6 |
Logistic迴歸分析1 |
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Food for thought (1) What is logistic regression? (2) What are the objectives of logistic regression? (3) How to calculate and interpret odds ratio? (4) How to calculate and interpret logistic regression coefficients? (5) How to design a simple logistic regression model? |
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7 |
Logistic迴歸分析2 |
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Food for thought (1) How to design a multiple logistic regression model? (2) How to assess the goodness of fit of the logistic regression model? (3) How to interpret the results of logistic regression? (4) How to interpret SPSS printout?
Presentation #3 |
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8 |
期中考 |
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9 |
因果關係 |
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Food for thought (1) What is path analysis? (2) What are the causal rules in path analysis? (3) How to estimate the direct, indirect and total effects? (4) How to construct a path diagram? (5) How to perform path analysis? (6) How to interpret SPSS printout? |
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10 |
中介與仲介分析 |
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Food for thought (1) What is the difference between mediation analysis and moderation analysis? (2) How to perform a mediation analysis? (3) How to perform a moderation analysis? (4) How to interpret the results?
Presentation #4 |
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11 |
因果結構方程式 |
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Food for thought (1) What is structural equation modeling? (2) What is the difference between a measurement model and a structural model? (3) What are the differences between exogenous variables and endogenous variables? (4) What is role of theory in structural modeling? (5) How to develop and specify a measurement model? (6) How to develop and specify a structural model? (7) How to assess the model validity? |
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12 |
AMOS工作坊 |
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Food for thought (1) How to design a structural equation model? (2) How to draw a path diagram with AMOS graphics? (3) How to test structural equation models with AMOS? (4) How to assess the hypothesized model? (5) How to interpret AMOS output? |
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13 |
Guest Lecture: MPLUS工作坊 |
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14 |
區別分析1 |
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Food for thought (1) What is discriminant analysis? (2) What is the difference between discriminant analysis and logistic regression? (3) How to calculate and interpret the discriminant functions? (4) How to assess model fit? (5) What is classification accuracy and why is it important? |
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15 |
區別分析2 |
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Food for thought (1) How to design a discriminant analysis model? (2) How to assess the goodness of fit of the discriminant analysis model? (3) How to interpret the results of discriminant analysis? (4) How to interpret SPSS printout?
Presentation #5 |
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16 |
期末考習 |
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17 |
自主總整學 |
Final Project Preparation |
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18 |
完成指定作業 |
Final Project Submission |
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Byrne, B. M. (2010). Structural equation modeling with AMOS: Basic concepts, applications, and programming (second edition). New York: Routledge. Hair, J, F. Black, W. C., Babin, B. J. and Anderson, R. E. (2010). Multivariate data analysis: A global perspective (seventh edition). New Jersey: Pearson Education Inc. Hayes, A. F. (2017). Introduction to Mediation, Moderation, and Conditional Process Analysis. New York: Guilford Press. Ho, R. (2013). Handbook of univariate and multivariate data analysis and interpretation with SPSS. New York: Chapman & Hall/CRC. Jose, P. E. (2013). Doing statistical mediation & moderation. New York: Guilford Press. Kline, R. B. (2023). Principles and practice of structural equation modeling (5th edition). New York: Guilford Press. Leech, N. L. (2014). IBM SPSS for intermediate statistics: Use and interpretation. New York: Psychology Press. Spector, P. E. (1992). Summated rating scale construction: An introduction. Newbury Park, CA: Sage.
Journal Articles Cohen, J. & Tsfati, Y. (2009). The influence of presumed media influence on strategic voting. Communication Research, 36(3), 339-378. (Logistic regression) Drew, D., & Weaver, D. (2006). Voter learning in the 2004 presidential election: Did the media matter? Journalism Quarterly, 83 (1): 25-42. (Multiple regression) Eveland, W. (2002). News information processing as mediator of the relationship between motivations and political knowledge. Journalism & Mass Communication Quarterly, 79, 26-40. (Path analysis) Gunther, A., & Storey, D. (2003). The influence of presumed influence. Journal of Communication, 53 (2), 199-215. (SEM) Lin, C. (2006). Predicting satellite radio adoption via listening motives, activity, and format preference. Journal of Broadcasting and Electronic Media, 50(1): 140-159. (Discriminant analysis) Liu, H. & Lo, V. H. (2018). An integrated model of workload, autonomy, burnout, job satisfaction, and turnover intention among Taiwanese reporters. Asian Journal of Communication, 28(2):153-169. Lo, V. H., & Wei, R. (2002). Third-person effect, gender and support for Restriction of pornography on the Internet. Journal of Broadcasting and Electronic Media, 46(1):13-33. (Multiple regression) Lo, V. H.. & Wei, R. (2005). Exposure to Internet pornography and Taiwanese adolescents’ sexual attitudes and behavior. Journal of Broadcasting & Electronic Media, 49 (2):221-237. (Multiple regression) Lo, V. H., So, Clement, & Zhang, Guoliang (2010). The influence of individualism and collectivism on Internet pornography exposure, sexual attitudes and sexual behavior among college students. The Chinese Journal of Communication, 3,1:10-27. (Factor analysis) Lo, V. H., Wei, R., & Lu, H. (2017). Issue importance, third-person effects of protest news and participation in Taiwan’s Sunflower movement. Journalism & Mass Communication Quarterly, 94(3): 682-702. (SEM and mediation) Perse, E. M., & Rubin, A. M. (1990). Chronic loneliness and television use. Journal of Broadcasting & Electronic Media, 34(1): 37-53. (Discriminant analysis) Tenenboim-Weinblatt K. & Neiger, M. (2014). Print is future, online is past: Cross-media analysis of temporal orientations in the news. Communication Research, 42 (8): 1047-1067. (Logistic regression) Wei, Ran & Lo, V. H. (2006). Staying connected while on the move: Cell phone use and social connectedness. New Media and Society, 8(1):53-72. (Factor analysis) Wei, R. & Lo, V. H. (2008). News media use and knowledge about the 2006 U.S. Midterm elections: Why exposure matters in voter learning. International Journal of Public Opinion Research, 20(3):347-362. (Path analysis) Wei, R., Ven-Hwei Lo & Zhu, Y. (2019) Need for Orientation and Third-Person Effects of the Televised Debates in the 2016 U.S. Presidential Election, Mass Communication and Society, 22:5, 565-583. (Moderation) Wei, R., Lo, V. H., K. Chen, E. Tandoc, & G. Zhang (2020). Press system, freedom of the press and credibility: A comparative analysis of mobile news in four Asian cities. Journalism Studies, 21(4), 530-546. (Regression analysis) |