Applied communication research methods: getting started as a researcher
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York ; London
Routledge
2015
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | XXIV, 423 S. graph. Darst. |
| ISBN: | 9781138853607 9780765642332 9781315718644 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Applied Communication Research Methods: Getting Started as a Researcher
demonstrates how to apply concepts to research problems, issues, projects, and
questions that communication practitioners face every day. Recognizing that students
engage more directly with research methods when they experience research through
hands-on practice, authors Michael Boyle and Mike Schmierbach developed this text to
demonstrate the relevance of research in professional roles and communication careers.
Along with its distinctive approach to research methods instruction, this text also serves
as an enhanced glossary and a superior reference. Students can easily navigate key
concepts and terminology, which are linked to practical exercises within the context of
the instruction. In-unit activities and features provide numerous opportunities to delve
further into topics covered in class, including:
Research in Depth —examples of a concept being used in scholarly research
Reflect and React —thought-provoking problems and issues that promote reflection
and discussion
Voices from Industry—Q As with professionals working in communication industries
Applied Communication Research Methods is a concise, engaging work that today’s
students and industry practitioners will embrace and keep on-hand throughout their
careers.
Contents
Preface
xxm
1 Basic Principles of Research and a Guide
to Using This Book
Principles of Research
2
3
Empirical 3
Systematic 4
Intersubjective and Replicable 4
Cyclical and Self Correcting 5
Steps to Success: The Research Process 7
Using This Book 7
Voices from Industry: Jessica and Ziggy Zubric—Customer
Experience Consultants 10
Suggested Readings for Further Exploration
of Unit 1 Topics
Examples 11
Advanced Discussion 11
11
2 Basic Concepts of Research
Key Terms from Unit 2
Relationship
12
12
13
Variable 15
Prediction 16
Unit of Analysis 16
Types of Variables
Dependent Variable 18
Independent Variable 18
Third Variable 19
Ways of Knowing
Authority 20
Intuition 21
Research in Depth: The Power of Authority 22
Reflect dr React: Counterintuitive Findings 23
Tenacity 23
Goals of Research
Application 24 *
Exploration 25
Description 26
Explanation 26
Classifying Types of Research 27
Steps to Success: Goals of Research 28
Ideographic Versus Nomothetic 29
Qualitative Versus Quantitative 30
A Scientific Approach
Voices from Industry: Pamela Denlinger—Director of
Account Management at Synapse Marketing Solutions 32
Reflect React: Using Research to Prepare an
Effective Wedding Toast 34
Bias 35
Objective 35
Replication 36
Triangulation 37
Activities
Activity 2A: Triangulation in Everyday Life 39
Activity 2B: Comparing Qualitative and
Quantitative Research 40
Activity 2C: Knowledge Gaining 41
Activity 2D: Evaluating Research Applications 42
Activity 2E: Independent and Dependent Variables 42
References
Suggested Readings for Further Exploration
of Unit 2 Topics
Examples 43
Advanced Discussion 43
31
39
43
43
3 Theory and Reading Scholarly Research
Key Terms from Unit 3
Theory
Falsification 49
Research in Depth: Theories in Communication 50
parsimony SI
Scope 52
Research Questions 52
Hypotheses S3
Types of Relationships
Reflect React: Developing and Testing Theories SS
Positive Versus Negative Relationship 55
Mediation 56
Moderation 58
Causality and Requirements 58
Reflect React: Moderation 59
Inductive Versus Deductive Reasoning
Reflect React: Assessing Causality 62
Voices from Industry: Chris Nietupski—Communication
Consultant 63
Parts of a Research Article
46
46
47
54
61
64
Steps to Success: Effectively Reading a Research Article 65
Abstract 66
Literature Review 67
Method Section 67
Results Section 68
Discussion Section 68
Future Directions 69
Reference List 70
Appendix (or Appendices) 70
Tables 71
Figures 72
Other Types of Articles 72
Reflect dr React: Effective Tables and Figures 73
Literature Review Article 73
Meta-Analysis 74
Activities 75
Activity 3A: Generating a Topic and Research Question 75
Activity 3B: Literature Search 75
Activity 3C; Identifying and Evaluating the Parts of an Article 76
Activity 3D: Theory Evaluation 76
Activity 3E: Research in the Mezvs 76
Activity 3F: Causality 77
Suggested Readings for Further Exploration of Unit 3 Topics
Examples 78
Advanced Discussion 78
4 Ethical Research
Key Terms from Unit 4
Principles of Ethical Research
Avoid Harm 82
Informed Consent 83
Voluntary Participation 84
Steps to Success: Creating an Effective ConsenŕForm 85
Privacy
Anonymity 87
Reflect ér React: Ethical Concerns in Applied Research 87
Confidentiality 87
Techniques and Procedures
Confederates 88
Deception 89
Debriefing 90
Institutional Review 90
Honesty
Plagiarism 92
Research in Depth: Fabrication of Data 93
Activities
Activity 4A: Develop a Consent Form for Your Study 94
Activity 4B: Ethical Principles and Alternative Approaches 94
Activity 4C: Consent Form Evaluation 95
Reference
Suggested Readings for Further Exploration of Unit 4 Topics
Examples 96
Advanced Discussion 96
5 Concept Explication and Measurement
Key Terms from Unit 5
Concept Explication
Concept 100
Reflect dr React: The Many Ways to Measure One Thing 101
103
Conceptual Definition 102
Dimension 102 ^
Steps to Success: Effective Concept Development
Factor Analysis 104
Operational Definition 104
Indicator 1 OS
Attribute 106
Levels of Measurement
Steps to Success: Determining Level of Measurement 108
Nominal-Level Measure 109
Ordinal-Level Measure 109
Interval-Level Measure 110
Ratio-Level Measure 111
Research in Depth 112
Activities
Activity SA: Explicating Concepts 113
Activity SB: Matching Conceptual and
Operational Definitions 114
Activity SC: Defining and Measuring Everyday
Concepts 11S
Activity SD: Evaluating the Explication Process
in Scholarly Research IIS
References
Suggested Readings for Further Exploration of Unit 5 Topics
107
113
116
116
Examples 116
Advanced Discussion
116
6 Reliability and Validity
Key Terms from Unit 6
Measurement Error
Random Measurement Error 121
Systematic Measurement Error 122
Social Desirability 122
Reflect dr React: Validity of Everyday Items
Reliability
Item-Total Reliability 124
Parallel-Forms Reliability 12S
Reflect dr React: Reliability Assessments
in Every’day Life 126
Split-Halves Reliability 126
Test-Retest Reliability 127
118
118
119
123
123
Validity 128!
Construct Validity 128
Reflect dr React: But Is the Test Fair? 129
Content Validity 130
Criterion Validity 131
Face Validity 132
Voices from Industry: Jake Weigler—Political Strategist 133
Internal Validity 134
External Validity/Generalizability 135
Steps to Success: Ensuring Measurement Validity 136
Index 137
Cronbach ’s A Ipba 138
Steps to Success: Using Cronbach’s Alpha $
to Improve Measurement 140
Activities 142
Activity 6A: Validating Communication Research
Concepts 142
Activity 6B: Cronbach’s Alpha 143
Activity 6C: Validity Critique 144
Activity 6D: Applying Validity in Everyday Fife 144
Suggested Readings for Further Exploration of Unit 6 Topics 145
Examples 145
Advanced Discussion 145
7 Effective Measurement 146
Key Terms from Unit 7 146
Effective Measurement 147
Observation 149
Direct and Indirect 149
Obtrusive and Unobtrusive 150
Reflect dr React: The Uses of Unobtrusive Measures 151
Self-Report 151
Others’Reports 152
Secondary Analysis 152
Observation Errors 153
Reflect dr React: Context Matters 154
Reactive Measures 155
Questionnaire Structure
Questionnaire Design 157
Research in Depth: Assessing the Questionnaire 158
155
Steps to Success: Creating an Effective Questionnaire 160
Filter and Contingency Questions 160
Response Set 161
Order Effects 162
Question Creation
163
Closed-Ended 163
Open-Ended 164
Reflect React: Critical Thoughts on Customer Satisfaction
Questionnaires 165
Exhaustive 165
Mutually Exclusive 166
Question Wording Problems 167
Leading Questions 168
Clarity 168
Double-Barreled 169
Reflect dr React: Thinking About Question Wording 170
Types of Items 170
Likert-Type Items 171
Semantic Differential Items 171
Activities 172
Activity 7A: Develop a Questionnaire 172
Activity 7B: Bad Questionnaire 173
Activity 7C: Observation 174
Activity 7D: Identify and Critique the Parts of a Questionnaire 174
Suggested Readings for Further Exploration of Unit 7 Topics 175
Examples 175
Advanced Discussion 175
Representative Sample 179
Response Rate 180
Incentive 181
Reflect dr React: Appropriate Incentives 182
Sample Size 182
Research in Depth: Statistical Power 183
Sampling Frame 184
Steps to Success: Constructing an Effective Sample 185
Population 185
Census 186
8 Sampling
Key Terms from Unit 8
Sample
176
177
176
Estimation
Confidence Level 188
Confidence Interval 188
Margin of Error 189
Research in Depth: Interpreting Polls 190
Sampling Distribution 191
Sampling Error 193
Standard Error 193
Nonprobability Sampling
Convenience Sampling 195
Deliberate Sampling 196
Quota Sampling 196
Snowball Sampling 197 %
Volunteer Sampling 198
Reflect React: Nonprobability Sampling “Polls” 198
Probability Sampling
Random 200
Random Number Table 200
Reflect React: Human Bias and Sampling 201
Simple Random Sampling 201
Cluster Sampling 202
Research in Depth: Cluster Sampling 203
Stratified Sampling 203
Systematic Sampling 204
Sampling Interval 205
Activities
Activity 8A: Sampling Strategy 206
Activity 8B: Reporting on Poll Data 206
Activity 8C: Sampling Strategies 207
Activity 8D: Practicing Simple Random and
Systematic Sampling 208
Suggested Readings for Further Exploration of Unit 8 Topics
Examples 209
Advanced Discussion 209
9 Experiments and Threats to Validity
Key Terms from Unit 9
Experiments
Random Assignment/Group Equwalence 213
Matched (or Paired) Assignment 213
195
206
209
210
210
211
Retween-Subjects Design 214
Reflect React: Selection Bias and Its Impact on
Experimenta l Bindings 215
Within-Sub/ects Design 216
Quasi-Experimental Design 216
Field Experiment 217
Treatment, Comparison, and Stimulus Groups 218
Factorial Design 219
Research in Depth: Body Image 220
Double-Blind Design 222
Control Group 222
F re- Test and Post- Test 223
Solomon Four-Group Design 224
Advantages and Disadvantages of Experiments 225
Ease of Replication 225
Ecological Validity 226
Threats to Validity 227
Hawthorne Effect 227
History 228
Interparticipant Bias 229
Maturation 230
Mortality 230
Regression Toward the Mean 231
Ceiling and Floor Effects 232
Researcher Bias 233
Selection Bias 234
Sensitiza tion 235
Steps to Success: Avoiding Threats to Validity 236
Activities 237
Activity 9A: Designing an Experiment 237
Activity 9B: Critiquing an Experiment 237
Activity 9C: Threats to Validity 238
Activity 9D: Developing Stimulus Materials 239
Activity 9E: Random Assignment 240
References 242
Suggested Readings for Further Exploration of Unit 9 Topics 241
Examples 241
Advanced Discussion 241
10 Survey Research
Key Terms from Unit 10
Survey Research
242
242
243
Polls 244
Tracking Poll 245
Cross-Sectional Design 245
Research in Depth: Using Polls to Track Public Opinion 246
Interview-Style Survey
Voices front Industry: David Dutivin—Methodologist
at Social Science Research Solutions 247
Face-to-Face Survey 249
Telephone Survey 250
Cell-Phone-Only Household 250
Rapport 251
Research in Depth: The Growth of Cell Phones 252
Reflect React: Building Rapport 253
Self-Administered Survey
Internet Survey 254
Internet Panels 255
Mail Survey 256
Longitudinal Designs
Cohort 258
Trend 258
Panel 259
Research in Depth: Panel Studies in Popular Culture 260
Activities
Activity 10A: Survey Design 261
Activity 10B: Survey Research Critique 261
Activity IOC: Interviewing Practice 262
Activity 10D: Longitudinal Designs 263
References
Suggested Readings for Further Exploration of Unit 10 Topics
Examples 264
Advanced Discussion 264
11 Content Analysis
Key Terms from Unit 11
Content Analysis
Unitizing 268
Coding and the Coding Process
Coding Guide 269
Coding Sheet
Voices from Industry: Sue McCrossin—Founder of
Boomtown Internet Group 271
2 53
257
261
264
264
266
266
267
269
270
272
Intercoder Reliability
Intercoder Statistics 273
Research in Depth: Hostile Media Perceptions and
the Challenge of Coding 2 74
Steps to Success: Preparing for Intercoder Reliability 275
Types of Content 276
Social Artifacts 276
Latent Content 277
Reflect React: Manifest and Latent Messages
in Everyday Life 278
Manifest Content 278
Activities 280
Activity 11A: Designing a Content Analysis That Answers Your
Research Question 280
Activity 11B: Evaluating Content Analysis in Research
Articles 280
Activity 11C: Evaluating Media Content 281
Activity 1 ID: Evaluating an Existing Coding Scheme 282
References 283
Suggested Readings for Further Exploration of Unit 11 Topics 283
Examples 283
Advanced Discussion 283
12 Qualitative Research 284
Key Terms from Unit 12 284
Qualitative Research 285
Reflexivity 286
Case Study 287
Reflect React: Assessing Strengths and Weaknesses
of Case Studies 288
Field Research 288
Ethnography 289
Exiting 290
Field Notes 291
Natural Settings 293
Saturation 294
Focus Group
Voices from Industry: Connie Morris—Focus
Group Expert 297
295
Research in Depth: Uses of Focus Groups 298
Moderator 298
Participant Observation
Complete Observer 300
Complete Participant 301
Observer֊as֊Participant and Participant-as-Observer 301
Qualitative/Depth Interviews
Funnel 303
Interview Structure 304
Fully Structured Interview 304
Semistructured Interview 304
Unstructured Interview 305
*
Steps to Success: Preparing for an Effective
Qualitative Interview 306
Reflect dr React: Assessing Interview Structures 306
Activities 3(T
Activity 12A: Developing a Qualitative Research
Project 307
Activity Ï2B: Reading Qualitative Research 307
Activity 12C: Conducting Participant Observation
Research 308
Activity 12D: Using Focus Groups in Applied
Settings 308
Activity 12E: Comparing and Contrasting Interview
Structures 309
References 310
Suggested Readings for Further Exploration of Unit 12 Topics 310
Examples 310
Advanced Discussion 310
13 Qualitative Data Analysis 312
Key Terms from Unit 13 312
Qualitative Data Analysis 313
Conversation Analysis 314
Reflect dr React: Observing Conversational Styles
in Everyday Life 315
Exemplars 316
Grounded Theory 317
Constant Comparative Technique 318
Research in Depth: Grounded Theory 320
320
322
Historical Analysis
Rhetorical Criticism
Reflect React: Critically Analyzing the
MIedia W? Consume 323
Textual Analysis 323
Themes 324
Transcript 325
Steps to Success: Preparing the Transcript 326
Activities 328
Activity 13A: Interview Transcript and Analysis 328
Activity 13B: Rhetorical Criticism 328
Activity 13C: Using Grounded Theory 329
References 330
Suggested Readings for Further Exploration of Unit 13 Topics 330
Examples 330
Advanced Discussion 330
Descriptive Statistics 332
Key Terms from Unit 14 332
Statistics 333
Descriptive Statistics 334
Central Tendency 334
Mean 335 Median 336 Reflect dr React: Measure of Central Tendency in Everyday Life 337 Mode 337
Dispersion 338
Range 339 Variance 340 Standard Deviation 340
Frequency Distribution 342
Steps to Success: Computing the Standard Deviation 342
Histogram 343
Normal Distribution 345
Kurtosis 347
Outliers 348
Research in Depth: Outliers 348
Sketv 349
Research in Depth: Skewed Data 3S0
Activities 3
Activity 14A: Descriptive Statistics 352
Activity 14B: Critical Analysis of Statistics in Practice 353
Activity 14C: Statistics in Everyday Life 353
Activity 14D: Visualizing Data 354
Suggested Readings for Further Exploration of Unit 14 Topics 35’
Examples 355
Advanced Discussion 355
15 Principles of Inferential Statistics 35t
%
Key Terms from Unit 15 35i
Inferential Statistics 35/?
Voices from Industry: Heather Read—
Social Media Director 359
Logic of Inference 3611
Hull Hypothesis 362
p -Value 363
Reflect dr React: Statistical and Practical Significance 365
Statistical Significance 365
Type I Error 366
Bonferroni Correction 367
Type II Error 368
One-Tailed Versus Two-Tailed Tests 369
Effect Size 371
Variance Explained 371
Reflect React: Effect Sizes and Society 372
Bivariate Analysis 373
Chi-Square 374
Steps to Success: Computing Chi-Square 376
t -Tests 376
One- Way ANO VA 3 78
F-Statistic 380
Correlation (Pearson s r) 381
Linearity 384
Activities 386
Activity 15A: Preparing for Statistical Analysis 386
Activity 15B: Critically Assessing Statistical Analysis 386
Activity ISC: Chi-Square 386
References
Suggest Reac^n8s f°r Further Exploration of Unit 15 Topics
389
389
Examples 389
Advanced Discussion 389
16 Multivariate Inferential Statistics
Key Terms from Unit 16
Multivariate Analysis
392
392
393
Statistical Control 394
Spuriousness 395
Suppression 396
Interaction 397
Analysis of Variance (ANOVA) with Multiple
Independent Variables 398
Steps to Success: Assumptions of Statistical Tests 404
Unstandardized Coefficients 406
Standardized Coefficients 407
R2 408
Logistic Regression 409
Odds Ratio 410
Steps to Success: Selecting the Appropriate Statistical Test 411
Activities 414
Activity 16A: Preparing for Multivariate Statistical Analysis 414
Activity 16B: Critically Assessing Statistical Analysis 414
Activity 16C: Determining Appropriate Statistical Tests 415
Suggested Readings for Further Exploration of Unit 16 Topics 416
Examples 416
Advanced Discussion 416
ANCOVA 400
MANOVA 401
Regression
402
About the Authors
Index
417
419
|
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| id | DE-604.BV042637222 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T07:06:27Z |
| institution | BVB |
| isbn | 9781138853607 9780765642332 9781315718644 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028069673 |
| oclc_num | 915346143 |
| open_access_boolean | |
| owner | DE-384 DE-188 DE-20 |
| owner_facet | DE-384 DE-188 DE-20 |
| physical | XXIV, 423 S. graph. Darst. |
| publishDate | 2015 |
| publishDateSearch | 2015 |
| publishDateSort | 2015 |
| publisher | Routledge |
| record_format | marc |
| spelling | Boyle, Michael P. Verfasser aut Applied communication research methods getting started as a researcher Michael P. Boyle ; Mike Schmierbach 1. publ. New York ; London Routledge 2015 XXIV, 423 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Forschungsmethode (DE-588)4155046-8 gnd rswk-swf Kommunikationswissenschaft (DE-588)4120588-1 gnd rswk-swf Kommunikationswissenschaft (DE-588)4120588-1 s Forschungsmethode (DE-588)4155046-8 s DE-604 Schmierbach, Mike Verfasser aut Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028069673&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Klappentext Digitalisierung UB Augsburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028069673&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Boyle, Michael P. Schmierbach, Mike Applied communication research methods getting started as a researcher Forschungsmethode (DE-588)4155046-8 gnd Kommunikationswissenschaft (DE-588)4120588-1 gnd |
| subject_GND | (DE-588)4155046-8 (DE-588)4120588-1 |
| title | Applied communication research methods getting started as a researcher |
| title_auth | Applied communication research methods getting started as a researcher |
| title_exact_search | Applied communication research methods getting started as a researcher |
| title_full | Applied communication research methods getting started as a researcher Michael P. Boyle ; Mike Schmierbach |
| title_fullStr | Applied communication research methods getting started as a researcher Michael P. Boyle ; Mike Schmierbach |
| title_full_unstemmed | Applied communication research methods getting started as a researcher Michael P. Boyle ; Mike Schmierbach |
| title_short | Applied communication research methods |
| title_sort | applied communication research methods getting started as a researcher |
| title_sub | getting started as a researcher |
| topic | Forschungsmethode (DE-588)4155046-8 gnd Kommunikationswissenschaft (DE-588)4120588-1 gnd |
| topic_facet | Forschungsmethode Kommunikationswissenschaft |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028069673&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028069673&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT boylemichaelp appliedcommunicationresearchmethodsgettingstartedasaresearcher AT schmierbachmike appliedcommunicationresearchmethodsgettingstartedasaresearcher |