SOC 2294 (Winter 2024)
Course Assignment (20%)
Introduction
The purpose of this assignment is to give you the chance to apply your statistical knowledge to recent survey data. You will examine whether two variables are associated and whether the association is affected by a third variable. Our dataset is called the Media Technology Monitor Survey, and it is conducted by Léger Marketing on behalf of the Canadian Broadcasting Corporation and Radio Canada.
The sample that we are using is comprised of a cross-section of more than 13,000 Canadians. They were asked a variety of questions about their media consumption and technology use. The broad types of media and technology covered in the survey include television, radio, internet, gaming, and cell phones. The survey is conducted annually, and our data are from 2023. Surveys were conducted in 11 different languages including French, English, Tagalog, Cantonese, Mandarin, and Punjabi.
Registering and Accessing the Dataset
Access to the dataset can be obtained via the following link:
https://mtm-otm-ca.uml.idm.oclc.org/en/access/ Note that you must register first.
• Register to access the site at https://mtm-otm.ca/en/register
o Insert name: (first and last name)
o Your title is: Student
o Your department is: Sociology and Criminology
o Email: You must use your @myumanitoba.ca email address to register
o Note: No one is collecting your data. This information is just needed to authenticate that you are a University of Manitoba student and are eligible to access these data.
• After you have registered an account, log in to the data and data analysis platform by visiting the link shown in the box above.
o You will log in using your UM library credentials—normally your university email address and password
• You will likely require a laptop or desktop computer. Apple or PC are fine. In the past, tablets and cellphones could not be used to access this data (because the software was not functional on these devices). If you do not have this equipment and are unable to access the data, select one of these options:
o There are free laptops at Dafoe Library for loan. Details are located here https://umanitoba.ca/libraries/laptops
o There are various computer labs on campus. Locations and times are located here https://umanitoba.ca/computing/ist/connect/labs/
Instructions for using MTM Database Software
An instructional video on the MTM, by CBC, is available here: https://drive.google.com/file/d/1t8cYmvOmvdUreYyaoyMgu90pQlw_wFOK/view
Viewing this video will save you valuable time as it teaches you more about the MTM survey and the program that you will use to access the data.
There is a handbook on how to use the MTM platform. Press the “resources button” and select “how to”. Consider this resource as your lab manual (in addition to the video tutorial). Please read and refer to this manual for the assignment.
Step 1: Run frequency distributions of potential independent and dependent variables.
Using the Data Analysis Tool (look for the bar chart icon on the left), do a basic run of several variables to find a topic that you are interested in exploring.
You’ll want to select Product -˃ MTM18+ -˃ Survey -˃ 2022/2023 -˃ Combined 2022/2023 -˃ Market/Sample -˃ National -˃ and Output Type -˃ Percentage.
(Note: Data for Fall 2023 have recently become available, so you might wish to select that as an option instead of 2022/23. It’s up to you.)
Look through the categories, and place variables of interest into the Output Row. What topic might you want to explore? Find a topic that you are interested in and select a dependent variable. You will be thinking about how two variables might be plausibly related. Therefore, you’ll probably want to focus on the group of demographic variables as potential independent variables, and you can examine these variables at the same time or in a separate run. These runs will give you frequency distributions for each of the variables you are looking at. Throughout this step, you will be exploring the data. Don’t assume that your first variable will be the one that you should select for your assignment.
Step 2. Conduct a bivariate analysis of two variables by constructing a crosstab.
You will need to drag your dependent variable into the Output Row and your independent variable into the Output Column. By default, the results will be in percentage.
• You can send your results to Excel or PDF. Do not submit these versions for the lab report. You must make your own tables using Word or Excel (because all publishers and government departments require this method, so we encourage getting into the habit of using these tools now if you are not already familiar with them.) That will also allow you to combine two or more of a variable’s categories manually if you think it is warranted.
• To obtain raw figures rather than percentages (the default), simply convert the percentages into proportions (as learned in class) and multiply by the number of cases shown. The tables in your report should show both percentages and raw numbers.
• Exclude any “NAs” (not applicable/available) in your calculations but take note of how many of them there are, especially if they are proportionally large.
Step 3. Select and calculate the most appropriate PRE statistic for your crosstab.
You should do this via hand calculations like the ones that we did in class. You can report them by scanning your handwritten results, or using a stylus to illustrate a hand drawn table, or creating one through software like Word, etc.
Step 4. Return to the MTM dataset and select a control variable. You will probably want to explore more than one variable before deciding upon your control. Once you have selected a control variable, re-run your bivariate crosstab and select “add filters”, using your control variable as the filter (you might need to select “additional filters”), which will give you trivariate results. You will likely want to select a control variable with no more than two or three categories. (The program will show a crosstabulation for one category of your control variable at a time. To see results for the second or third category of your control variable, go to “Edit Query” to re-run your analysis.) When you create your Word or Excel tables, a variable’s categories can be combined manually if you think it is warranted.
Step 5. Complete a report (see following page). This task is meant to give students some experience formally writing a mini-report.
Step 6. Upload your report to the Assignment folder in UMLearn. I am also happy to accept a hard copy during class. An official due date is provided in the syllabus only. Any small potential grace period that is added to this date will appear in the UMLearn assignment submission folder prior to the official due date.
Note: Most students will likely want to examine all adults 18+. But you can optionally restrict your analyses to a more specific sample of people at Step 1. E.g. You could select “newcomers” from the list on the left-hand side, or just people born in Canada.
Note about Assistance
In-person assistance, or an online meeting where we can screenshare, is preferable to email. Please be reminded that assistance is normally limited to technical aspects of using the MTM website. Be reminded that you are being marked on your ability to apply the statistical tools that you learned in class. Therefore, you will need to make all the decisions about what to look for in an IV or DV to make a plausible analysis, how to construct a crosstab, calculate and interpret a PRE statistic and Chi-square, etc.
REPORT (Please copy and paste the italicized section headers into your report)
Your Full Name: ____________________________
Student Number: ___________________________
Introduction: In a brief paragraph describe how you have been asked to write a report about Canadians’ media habits using the MTM database. Make sure that it identifies your research question. What is your analysis about?
Methodology: This next paragraph should provide a summary of the methodology used to collect the data. This information is located here: Methodology – mtm-otm.ca. Students must provide their own short summary, using lay language, of the relevant information. Refer to your syllabus for academic guidance on how to avoid academic dishonesty, including avoiding plagiarism and refraining from use of AI here and elsewhere in the report.
Findings: the next section is the findings of your analysis. Using the questions below, write up the findings of your data analysis.
Please answer the following 6 questions:
1. What is your independent variable? Report and briefly describe its frequency distribution. Using your math skills and the percentages reported plus the total sample n, calculate and report the n for each value of the independent variable. Use your work in Step 1 here.
2. What is your dependent variable? Report and briefly describe its frequency distribution. Using your math skills and the percentages reported plus the total sample n, calculate and report the n for each value of the dependent variable. Use your work in Step 1 here.
3. Present your bivariate table. It must include a title and clearly labelled attributes, and generally the same details as the examples we reviewed in class. Use your work from Step 2 here.
• The source must be noted at the bottom. Note that the source is CBC (2023) Media and Technology Monitor.
4. What are your calculations for the appropriate PRE statistic for your table? Use your work from Step 3 here.
5. Provide your interpretation of the data in your bivariate table. Make sure to use the sample statement on PRE from the lectures, and comment on the patterns (if any) you see in the table.
6. Now, add your trivariate results from Step 4 here. According to the logic of elaboration, which model best describes the pattern of results in your zero order and partial tables? Explain to a non-expert audience, what the results of this data analysis mean, including the elaboration model.
Conclusion: Write a short, one paragraph conclusion to finish your report.
