At the end of the study unit, students will be able to… (between brackets the number of the corresponding intended learning qualification of the programme):
- design and conduct an experimental study (2.1, 2.2);
- formulate hypotheses based on academic literature (2.3, 2.4);
- use parametric and non-parametric tests to compare experimental groups (2.4);
- conduct moderation analyses (2.4).
Following up on the first year’s Research study unit ‘Survey analysis’ (COM module 2), students will become acquainted with the different types of statistical tests for multi-group comparisons (including ANOVA and regression analyses). These are quantitative experimental research tools which allow comparisons between two or more groups. For instance, students may compare behaviours in a group of participants who are exposed to their design intervention with behaviours of participants in a control group (in which no design intervention was present). Furthermore, students will learn how to control for variables not part of the research set-up. The aim in this study unit is to pretest and measure the effectiveness of behaviours induced by persuasive design. Students will come to understand that depending on the type of measurement, different statistical tests will be feasible. The acquired knowledge and insights will be used in the Project study unit and furthermore tested through an individual exam (7R1).
This study unit is part of the Communication science module Persuasive design. Because the four study units, which are part of the module, are highly related to each other it is not possible to follow this study unit separately.