Full Description
Quantitative Research Methods for CommunicationThird Edition, is a comprehensive and engaging guide to quantitative research. Drawing on their extensive research and teaching experience, the authors encourage students to take an active, hands-on role in the learning process. After giving students the tools they need to locate, conduct, collect, and present their research, the text provides them with the opportunity to immediatelyapply these skills in research scenarios.
Contents
Chapter 1 An Introduction to Communication ResearchThe History of the Social SciencesThe Nature of CommunicationUnderstanding the Book's FormatResearch outside the Walls of AcademiaChapter 2 Empirical ResearchWays of KnowingEpistemologyOrdinary vs. Scientific Ways of KnowingThe Scientific Approach to Communication ResearchScientific MethodTheoriesPredictions/HypothesesObservationsEmpirical GeneralizationsConclusionResearch outside the Walls of AcademiaChapter 3 Research EthicsDefining EthicsGood means-Good End: Ethical BehaviorBad Means-Bad End: Unethical BehaviorBad Means-Good End: Machiavellian EthicGood Means-Bad End: Subjective EthicThe Belmont Report's Effect on Research Ethics Informed ConsentPrinciple of BeneficenceJusticeInstitutional Review BoardsInstitutional Review Board BasicsInformed ConsentInstitutional Review Board ProcessesBasic IRB Functions Advanced IRB FunctionsSpecific Ethical Issues for ResearchData AccuracyData SharingDuplicate Data PublicationPost Hoc Hypothesis RevisionParticipant Identity DisclosuresAuthorship CreditConflicts of InterestPlagiarismSource Not Cited Types of Plagiarism Source Cited Types of PlagiarismEthical Research outside AcademiaConclusionChapter 4 Searching for Previous Research and APA StyleStep One: Identifying the TopicStep Two: Clarifying the Research Question and Generating Key TermsStating the Topic in the Form of a Research QuestionIdentifying Key Terms and Synonymous TermsStep Three: Locating Sources of InformationTypes of Information SourcesLocating Information SourcesHandbooks and Subject EncyclopediasElectronic DatabasesThe World Wide WebWorking with LibrariansEvaluating Web SourcesStep Four: Organizing and Evaluating InformationStep Five: Citing Sources of Information Using the APA FormatWhat Information Needs to be Referenced?Citing Sources of InformationParenthetical CitationsQuotations and ParaphrasesAPA Paper FormattingCreating a Title PageCreating an AbstractCreating the First PageCreating the Reference PageConclusionChapter 5 Research Structure and Literature ReviewsThe AbstractThe IntroductionAttention-GetterUsing Statistics or ClaimsPosing a Rhetorical QuestionUsing an Acknowledged FactUsing a Story or IllustrationQuoting or Acknowledging a SourceLink to TopicSignificance of TopicEspousal of CredibilityThesis and PreviewLiterature ReviewFive Reasons FOR Literature ReviewsPrevious ResearchChronologicalCause and EffectCompare and ContrastProblem-Cause-SolutionPsychologicalCategorical/TopicalGeneral to SpecificSpecific to GeneralKnown to UnknownStudy RationaleMethod SectionParticipantsApparatusProcedureInstrumentationResults SectionDiscussion SectionThe ConclusionResearch Outside the Walls of AcademiaReading & Critiquing Academic LiteraturePreparing a First DraftStep 1: Identify Your General TopicStep 2: Determine the Type of Study you are ConductingStep 3: Determine what Variables You will ExamineStep 4: Search for Primary SourcesStep 5: Obtain Full Text References Step 6: Look for Other References in Obtained MaterialsStep 7: Narrow Your List of ReferencesStep 8: Organize References by Major and SubtopicsStep 9: Look for Gaps in Your ReferencesStep 10: Find References to Fill GapsStep 11: Create a Literature Review OutlineStep 12: WriteConclusionChapter 6 VariablesHow Are Research Projects Developed?Variables: Units of AnalysisTypes of UnitsAspects of VariablesVariable attributesVariable valuesUnderstanding relationships and DifferencesRelationshipsDifferencesTypes of VariablesVariable LevelsNominal VariablesOrdinal VariablesInterval VariablesLikertSemantic DifferentialStaple's ScalogramRatio VariablesCommunication VariablesNominal VariablesOrdinal VariablesInterval VariablesCommon Interval Variable MeasuresCommunication ApprehensionEthnocentrismHumor AssessmentNonverbal ImmediacySociocommunicative OrientationWillingness to CommunicateBeliefs and AttitudesRatio VariablesWriting Up Scales Using APA StyleParticipantsProceduresInstrumentationConclusionChapter 7 MeasurementNumbers and ThingsReview of Measurement LevelsNominalOrdinalIntervalRatioA History of MeasurementLikert scalesSemantic differentialMeasuring CommunicationPersonality Traits/StatesBeliefs and AttitudesKnowledgeDeveloping Your OperationalizationConceptualizationOperationalizationConstructing QuestionsOne Measure, Multiple FactorsFinding Mental MeasuresMeasurement and Statistical AnalysisResearch Outside the Walls of AcademiaConclusionChapter 8 Reliability and ValidityReliabilityScalar ReliabilityTest-Retest ReliabilityAlternate Forms ReliabilitySplit-Half ReliabilityCronbach's Alpha ReliabilityComputer Printouts of Cronbach's AlphaSPSS and Cronbach's AlphaExcel and Cronbach's AlphaAPA DiscussionAlpha Reliabilities from this BookReliabilities in the Real WorldImproving Reliability of MeasurementValidityFace or Content ValidityCriterion ValidityPredictiveConcurrentRetrospectiveConstruct or Factorial ValidityValidity ThreatsProblems with MeasurementResearch Outside the Walls of AcademiaConclusionChapter 9 Survey ResearchWhen to Use a SurveyDo You Know What You Want to Ask?Do You Really Need to Collect New Data?Do Your Participants Know Anything or Will They Even Tell You?Is Your Goal Generalizability?How to Conduct Survey ResearchSTEP 1: Picking Your QuestionsNominal Level QuestionsOrdinal Level QuestionsInterval Level QuestionsRatio Level QuestionsOpen-Ended QuestionsSTEP 2: Creating Clear InstructionsSTEP 3: Study DesignSTEP 4: Data Processing and AnalysisSTEP 5: Pilot TestingUse Actual Survey Population MembersAnticipate Survey ContextTest Parts of the SurveyDetermining a Pilot Sample SizeAsk Questions After Someone Completes the SurveyDisseminating Your SurveysInterviewingFace-to-Face InterviewingTelephone InterviewingSelf-AdministrationMass AdministrationMailed AdministrationInternet AdministrationAdvantages and Disadvantages of Self-Administered SurveyingProblem Areas Associated with Survey ResearchResponse RateUnit NonresponseItem NonresponseEffects of NonresponseImproving Response RatesTranslating Surveys into Other LanguagesSemantic EquivalenceConceptual EquivalenceNormative EquivalenceSimple Direct TranslationModified Direct TranslationTranslation/Back-TranslationParallel Blind TechniqueRandom ProbeUsing the Research Project WorksheetQuestionDesignSettingParticipantsSpecific CharacteristicsRecruitmentConsentVariablesIndependent VariablesDependent VariablesHypotheses/Research QuestionsStatistical TestingTentative Study TitlePrincipal Researcher(s)Measurement outside of AcademiaConclusionChapter 10 Content AnalysisConducting a Content AnalysisTheory and RationaleconceptualizationOperationalizationCoding schemesSamplingTraining and Pilot ReliabilityIntroduction to Coding BookSample CodingCoding of Initial DataInitial ReliabilityRetrainingFinal CodingFinal ReliabilityTabulation and ReportingConclusionChapter 11 Experimental DesignWhat Are Experiments and Why Do We Do Them?Rationale for Experimental ResearchAspects of Experimental DesignRandom AssignmentManipulation of the Independent VariableMeasurement of the Dependent VariableControlling an ExperimentConducting an ExperimentIntroducing the Experiment and Obtaining ConsentRandom AssignmentManipulate the Independent VariableMeasure the Dependent VariableDebriefingThreats to Experimental ValidityHistorical flawMaturationTesting flawRegression to the MeanSelection ThreatAttritionCommon Experimental DesignsPreexperimental DesignsOne-Shot Case StudyOne-Group Pretest Posttest DesignStatic Group ComparisonsQuasi-Experimental DesignsPretest-Posttest DesignTime SeriesMultiple Time SeriesSwitching Replications DesignTrue Experimental DesignsPretest-Posttest DesignTwo-Group Posttest-Only DesignRandomized Switching Replications DesignSolomon Four-Group DesignFinal Thoughts on ExperimentsConclusionChapter 12 Big DataWhat is the Data in Big Data?Human Generated DataMachine Generated DataBig Data?Big Data ExplainedLaney's 3VsVolumeVelocityVarietyFour More V'sVeracityVariabilityVisualizationValueBig Data and the CloudUnderstanding the CloudThe Cloud and DataBig Data in the CloudBig Data AnalysisData MiningMonitoring & AnomaliesCommunication and Big DataBig Data EthicsPrivacyIdentityOwnershipReputationChapter 13 Sampling MethodsWhy Use a Sample?PopulationSampleThe Sampling ProcessSelecting a Sample DesignPROBABILITY SAMPLINGSimple Random SamplesStratified Random SamplesCluster SamplesSystematic SamplesSampling ErrorNonprobability SamplesConvenience SamplesVolunteer SamplesPurposive SamplesQuota SamplesNetwork SampleDetermining Sample SizeCommon Sense Sample RecruitingEthical RecruitmentConclusionChapter 14 Hypothesis TestingHypothesesOne-Tailed HypothesesTwo-Tailed HypothesesResearch QuestionsDirectional Research QuestionsNondirectional Research QuestionsAlternative & Null HypothesesHypothesis Testing Case StudyHypothesis Testing in the Case StudyFrom Random Samples to a Whole PopulationTesting for SignificanceStep 1: Set the Probability LevelStep 2: Conduct a Statistical TestStep 3: Comparing Calculated and Critical ValuesTesting for PowerEffect SizesUnderstanding ErrorThe Confidence IntervalPowerType I ErrorType II ErrorConclusionChapter 15 Descriptive StatisticsThe Benefits of StatisticsDescriptive Versus Inferential StatisticsMeasures of Central TendencyMeanMedianModeFrequency DistributionsSPSS and Frequency DistributionsExcel and Frequency DistributionsFrequency Distributions and ChartsSkewness & KurtosisMeasures of VariabilityRangeSum of SquaresVarianceStandard deviationData Set VariabilityConclusionChapter 16 Chi-Square Test of IndependenceCase Study IntroductionChi-Square Background InformationStep-by-Step Approach to the Chi-Square Test of IndependenceComputer Printouts of the Chi-Square Test of IndependenceSPSS and Chi-SquaresExcel and Chi-SquaresAPA Write-UpDiscussion of FindingsPost-Hoc APA Write-UpBiological Sex and Book EditionDiscussion of Brummans and Miller's ArticleArticle PurposeMethodologyResultsChi-Squares outside AcademiaConclusionChapter 17 Independent Samples t-TestsCase Study IntroductionIndependent Samples t-Test Background InformationStep-by-Step Approach to the Independent t-TestComputer Printouts of the Independent t-TestSPSS and t-TestsExcel and t-TestsAPA Write-Up (SPSS)APA Write-Up (Excel)Discussion of FindingsBiological Sex and Communication ApprehensionAPA Write-Up (SPSS)DiscussionCalculating Effect SizesDiscussion of the Weber, Fornash, Corrigan, and Neupauer ArticleArticle PurposeMethodologyResultsPaired t-Testst-Tests outside AcademiaConclusionChapter 18 One-Way Analysis of Variance (ANOVA)Case Study IntroductionOne-Way ANOVA Background InformationStep-by-Step Approach to the One-Way ANOVAComputer Printouts of the One-Way ANOVASPSS and One-Way AnovasMultiple Comparison TestsExcel and One-Way AnovasAPA Write-Up (Without Chart)APA Write-Up (With Chart)Discussion of FindingsPolitical Affiliation and Humor AssessmentAPA Write-UpDiscussionDiscussion of the Boiarsky, Long, and Thayer ArticleArticle PurposeMethodologyResultsOne-way ANOVAs outside AcademiaConclusionChapter 19 CorrelationCorrelation Background InformationTypes of RelationshipsCorrelation Not CausationCorrelation AssumptionsCase Study IntroductionStep-by-Step Approach to the Pearson Product-Moment CorrelationComputer Printouts of the Pearson Product-Moment CorrelationSPSS and Pearson Product-Moment CorrelationsExcel and Pearson Product-Moment CorrelationsAPA Write-UpDiscussionRelationships Between Communication Apprehension, Willingness to Communicate, and Beliefs About Public SpeakingAPA Write-UpA Note about RReading Large Correlation TablesDiscussion of the Chesebro ArticleArticle PurposeMethodologyResultsDiscussion of the Punyanunt ArticleArticle PurposeMethodologyResultsCorrelations outside AcademiaConclusionChapter 20 RegressionCase Study IntroductionRegression Background InformationStep-by-Step Approach to a Linear RegressionComputer Printouts of the Linear RegressionSPSS and Simple Linear RegressionsExcel and the Simple Linear RegressionAPA Write-UpDiscussionRelationships Between Communication Apprehension and Beliefs About Public SpeakingAPA Write-UpUnderstanding Multiple Linear RegressionsAPA Write-UpDiscussionDiscussion of the Wrench and Booth-Butterfield ArticleArticle PurposeMethodologyResultsDiscussion of the Rocca and Vogl-Bauer ArticleArticle PurposeMethodologyResultsRegressions outside AcademiaConclusionChapter 21 Advanced Statistical ProceduresDifference TestsFactorial AnovaExampleExplanationAPA Write-UpDiscussionAnalysis of CovarianceExampleExplanationAPA Write-UpDiscussionMultivariate Analysis of VarianceExampleExplanationAPA Write-UpDiscussionRepeated Measures AnovaExampleExplanationAPA Write-UpDiscussionRelationship TestsPath AnalysisExampleExplanationAPA Write-UpDiscussionStructural Equation ModelingExampleExplanationAPA Write-UpDiscussionFactor AnalysisExampleExplanationAPA Write-UpDiscussionCanonical CorrelationsExampleExplanationAPA Write-UpDiscussionConclusionChapter 22 Presenting ResearchWriting a Discussion SectionProviding a Summary of Major FindingsProviding an Interpretation of FindingsDiscussing the Relationship Between Findings and Previous StudiesAcknowledging LimitationsDiscussing Implications and future directionsWriting the AbstractPresenting at ConferencesDivisions and Interest GroupsSubmitting Research for Conference ReviewTypes of Conference PresentationsPaper PresentationsPoster PresentationsScholar-to-Scholar PostersPanel DiscussionsPublicationJournal Review ProcessSubmission ProcessReview ProcessResearch outside the Walls of AcademiaWriting for BusinessResearch and the General PublicWriting Statistical StoriesInfographicsConclusionAppendix A Qualitative ResearchAppendix B Textbook QuestionnaireAppendix C Open-Source Statistical Software Alternatives
