Organization and Marketing for Corporate Communication

DATA ANALYSIS

Course objectives

The course provides concepts, theories, and research tools for the sociological analysis of public opinion, the ways of its formation and expression, and its influence on everyday life. Expected results are the ability to draft and implement methodologically rigorous and conceptually oriented research designs (or specific research sections), with specific attention to "survey designs". The main intent is to promote the development of autonomous skills: design, analytical-conceptual, and technical-practical expertise (research design, construction of the empirical base, data analysis, and reporting). Knowledge and understanding: The first objective of the course is to provide adequate knowledge of the conceptual and theoretical frameworks of the sociological analysis of public opinion, and a methodological preparation to design and make empirical research, also exploiting the chances offered by the Internet. Applying knowledge and understanding: The second objective of the course is to provide the skills to use the acquired knowledge taking into account the specificities of the different empirical domains and modes of the analysis of public opinion. Making judgments: Another specific objective of the course concerns the ability to autonomously reflect on the issues of the course, through the critical analysis of the debate and of the theoretical models, the classroom analysis, and the discussion of Italian and international empirical research on public opinion, the making of group projects to train the acquired skills. Communication skills: the course also aims to develop skills to communicate outputs and methodological choices of research on public opinion. Lifelong learning: through analysis and reflection on the theoretical and methodological frameworks and the making of specific projects, the course aims to provide skills and mastery of the vocabulary and of the techniques of the sociological analysis of public opinion, to get the student ready for continuing his training project.

Channel 1

MARIA PAOLA FAGGIANO Lecturers' profile

Program - Frequency - Exams

Course program

The course (6 cfu) aims to train students in statistical data analysis and transfer technical and practical skills in: research, selection and analysis of statistical sources; comparative reading of accredited reports on specific topics; language of variables; design, control and inspection of a dataset; preparation of an analysis plan; monovariate and bivariate analysis of primary and secondary data (including data that can be acquired from the Web and phenomena observable on social platforms); construction of empirical indices; hints at the main techniques of multivariate analysis; and reporting strategies. The intent is to build, in a participatory and operational way, a toolbox, useful for observation and interpretation of a wide range of social, economic and cultural phenomena, as well as for strategic communication of research findings. Lectures will alternate with laboratory meetings and group project works, aimed at learning the functionality of specific tools for statistical data analysis and interpretation and dissemination of results.

Prerequisites

Basic methodological skills

Books

• Fasanella, A., Mauceri, S., Nobile, S. (a cura di), (2024). Metodologia della Ricerca Sociale. Milano, Franco Angeli (capp. 10, 11, 12, 13, 14, 15, 16, 17, 18, 23, 25, 26) • Cairo, A. (2020). Come i grafici mentono. Capire meglio le informazioni visive. Milano, Raffaello Cortina • Istat, Rapporti Bes 2023. Rapporto Bes 2023: Il Benessere equo e sostenibile in Italia (report scaricabile al link https://www.istat.it/it/archivio/295254) – 3 chapters by choice Recommended readings: • Cosenza, V. (2014). Social Media ROI, Adria (RO), Apogeo Editore • Jones, B. (2020). Data analysis & visualization. Sette insidie da evitare per analizzare e rappresentare dati. Adria (RO), Apogeo Editore

Frequency

Attendance is not compulsory but strongly recommended to all students.

Exam mode

For attending students: - In progress evaluation of the skills, on the basis of individual and group exercises. - Project Works on specific research topics, within which the design aspects and argumentative skills, the operations of analysis and synthesis carried out, the presentation and interpretation of the results obtained, and the ways of communicating the results/public discussion of the work done play a central role. For non-attending students: - Oral examination

Lesson mode

Lectures alternated with individual and group exercises