Research in mass communication : a practical guide / Paula M. Poindexter, Maxwell E. McCombs.

Format:

Book

Author/Creator:

Poindexter, Paula M.

Contributor:

McCombs, Maxwell E.

George R. Fink Memorial Fund.

Language:

English

Subjects (All):

Communication--Research--Methodology.

Communication.

Mass media--Research--Methodology.

Mass media.

Physical Description:

xxxvii, 451 pages : illustrations ; 24 cm

Place of Publication:

Boston : Bedford/St. Martin's, [2000]

Contents:

Part I Introduction

1 Introduction to Research and the Three-Phase Research Process

Research Is an Essential Tool for Decision Makers

The Research Process

Pre-Research Phase

Identifying a Need for Research

Research Questions Guide the Research

Research Hypotheses

Deciding on the Appropriate Method

Research Phase

Post-Research Phase

Research Relies on Scientific Research Methods

Research Uses a Special Language

Communication Research Has a Long and Diverse History

Overview of Research in Mass Communication

Part II Applying the Three-Phase Research Process to Survey Research

2 The Pre-Research Phase and the Decision Maker

Surveys Help Decision Makers Understand Their Market

The Pre-Research Phase Begins with the Decision Maker

The First Steps of the Pre-Research Phase

Standards and Decisions during the Pre-Research Phase

Ethical Standards in Conducting Surveys

Deciding Whether to Conduct a Telephone, Mail, or Face-to-Face Survey

Deciding Whether to Conduct a Cross-Sectional or Longitudinal Study

The Last Three Steps of the Pre-Research Phase

3 The Research Phase and the Research Expert

Research Know-How and Communication Skills Are Required during the Research Phase

Initial Steps of the Research Phase

The First Consultation with the Decision Maker

The Literature Review and Background Search

Concepts, Variables, and Operational Definitions

A Literature Search Example

The Survey Questionnaire

Question Types and Issues

Principles of Valid Survey Questions

Ethical Standards

Open-ended and Closed-ended Questions

Mutually Exclusive and Exhaustive Response Choices

Validity and Reliability

Precision

Phrasing Valid Survey Questions

4 The Survey Questionnaire

Overview of the Questionnaire Format

Record-keeping Information

Questionnaire Introduction

Issues That Influence the Questionnaire's Validity and Organization

First Question

Other Questions

Socially Desirable Questions

Issues That Affect Response Choices and Their Validity

Response Choices for Measuring Behavior

Response Choices in Ordinal Scales that Measure Attitudes

Don't Know, Undecided, No Opinion, Neutral

Refused

Format Issues

Qualifying and Contingency Questions

Matrix Format

Precoding

Layout and Style

Questionnaire Closing

Grammar and Spelling Check, Tone, and Style

Pretesting the Questionnaire

Format for a Mail Survey Questionnaire

5 Selecting Survey Respondents

Methods of Selecting Survey Participants

Census

Random Sample

Non-Random Sample

Identifying a List for Drawing a Sample

Available Lists

Criteria for Evaluating List

When No List is Available

Assumptions about Sample Size

Sample Size

Assumptions Behind the Sample Sizes and Sampling Errors

Different Methods for Drawing a Random Sample

Drawing a Simple Random Sample

Drawing a Systematic Random Sample with a Random Start Point

Plus-One Random Sampling

Random Digit Dialing

Sample for a Mail Survey

6 Interviewer Training and Survey Data Collection

Interviewers Play an Important Role in Surveys

Hiring

Characteristics of Effective Interviewers

The Training Session

Organizing a Training Session

Conducting a Training Session

Rules for Calling the Sample of Respondents

Who Should be Called

When Calls Should be Made

Callbacks

Keeping a Record of Calls

Rules for Interviewing

Discuss Rules for Interviewing during the Demonstration

Be Conversational, Objective, and Accurate

Follow the Wording and Order of Questions

Ethical Standards are Required

Strategies to Encourage Participation

When the Interviewer is Assisted by Computer

Training on Special Equipment

Fieldwork Must be Monitored to Produce Valid Results

Identify and Correct Problems Immediately

Mail Surveys Have Special Requirements

7 Coding and Processing Survey Data

Precoding and Computers Facilitate Tabulating Survey Results

Coding Starts with a Master Codebook

Preparing Data for Coding

Coding Open-ended Questions

Written Instructions and Coder Training Produce Reliable Coding

Written Instructions

Coder Training

Coding Follows the Training

Computer Processing Data

Special Computer Software Makes Tabulating Fast and Easy

Become Familiar with the Computer Software

Cleaning and Recoding May Be Necessary Before Final Computer Runs

Cleaning "Dirty" Data

Recoding Decisions

A Frequency Printout

Interpreting the Table

The Valid Percent Column is Important

8 Survey Data Analysis and Statistics

Statistics as a Tool for Understanding

Many Statistics Are Available for Analyzing Data

Statistics for Analyzing One Variable

Measures of Central Tendency

Measures of Dispersion

Frequency Distribution

Rank Ordering Data

The Analytical Technique of Cross-Tabulation

Deciding Which Variables to Compare

When the Independent Variable is at the Top

Determining Significance

Chi Square Can Determine Relationship Between Two Variables

Interpreting Significance

Statistical Measures of Association

Interpreting Measures of Association

Measures of Association for Nominal Data

Measures of Association for Ordinal Data

Product-Moment Correlation (r)

Testing for Difference

Statistics and Analytical Techniques for Three or More Variables

Factor Analysis

Multiple Regression

Anova

Statistical Inferences About the Population

Recommendations for Appropriate Use of Statistics

Evaluation of the Overall Survey Sample

Response Rate

Validation of the Sample

Ethics and Data Analysis

9 Reporting Survey Research Results

The Research Report Documents and Guides

Components of the Written Report

Cover Letter, Title Page, and Contents

Executive Summary

The Report's Introduction

Background

Description of Method

Results

Graphically Displaying Data

Describing Cross-tabulations in the Written Report

Discussion, Recommendations, and Conclusion Sections

Endnotes, References, and Appendix

Preparing the Final Report

The Oral Presentation of the Research Results

Preparing the Oral Presentation

Visuals and Script

Rehearsing the Presentation

Delivering the Presentation

Ethical Issues When Reporting Research Results

10 The Post-Research Phase and the Decision Maker

The Post-Research Phase Begins with the Research Report

Reading the Report

Evaluation and Decision Making

Evaluating Results and Recommendations

Prioritizing Research Results

Deciding Which Results to Use

Implementing Decisions and Evaluating Their Impact

Implementation of Decisions Will Vary

Evaluation of the Decision Is Important

Part III Content Analysis, Experiments, Focus Groups, and Other Quantitative and Qualitative Research Methods

11 Content Analysis

Content Analysis Focuses on the Message

Definition of Content Analysis

The Decision Maker Identifies a Need for Content Analysis during the Pre-Research Phase

Computer Content Analysis

Establishing a Budget and Timetable

The Codebook Is Key to Producing Valid Results

The Content Analysis Codebook is Similar to the Survey Codebook

Coding Categories Must Have Validity and Reliability

Evaluating Categories Require Special Attention

Coding Categories Reflect Different Levels of Measurement

Reliable Coding Is Required for Valid Results

Hiring and Training Content Analysis Coders

Pretesting the Content Analysis Codebook

Calculating Inter-coder Reliability

Improving Inter-coder Reliability

The Final Steps of the Content Analysis Research Phase are Similar to Those of a Survey

Processing Content Analysis Data

Analyzing Content Analysis Data

Writing the Content Analysis Report

Presenting the Content Analysis Orally

The Role of the Decision Maker During the Content Analysis Post-Research Phase

Results Offer Several Options for Decision Making

Experience and Goals of the Decision Maker Will Influence How Results are Used

The Impact of the Decisions Should be Evaluated

12 Experiments

Experiments Can Determine What Causes What

Definition of an Experiment

The Experiment's Pre-Research Phase

Applying the Research Phase to the Experiment

Experimental Concepts, Designs, and Symbols

Experimental Validity

Experimental Designs

Experimental Symbols

The Control Group

Threats to Internal Validity

Threats to External Validity

The Hypothetical Experiment's Design

The Independent Variable

Experimental Setting

Experimental Subjects

The Dependent Variable

Translating the Design to Experimental Procedures

A Practice Run Precedes the Actual Experiment

Ethical Standards Guide the Experimental Procedures

Processing and Analyzing Experimental Data

The t-Test

Analysis of Variance

The Written Report for an Experiment

The Description of the Method Section is Unique

The Results Section Emphasizes Differences in Means

Making Decisions during the Post-Research Phase

13 Focus Groups and One-on-One Depth Interviews

Definition and Purpose of a Focus Group

Pre-Research Activities of a Focus Group

The Moderator Is Key to a Successful Focus Group

Research Phase of Focus Group

The Research Expert Consults with the Decision Maker During the First Step

Number of Focus Groups

Number of Participants

A Location Must be Determined Before Recruiting Can Begin

Recruiting Focus Group Participants

How Many to Recruit

Discussion Guide, Background Questionnaire, and Visuals

Moderator's Outline and Discussion Guide

Background Questionnaire

Preparing Visual Stimuli

When the Moderator Is Other Than the Research Expert

Consulting with the Decision Maker on the Focus Group Progress

Conducting the Focus Group

Starting the Focus Group on Time

Establishing the Right Atmosphere for Producing Objective Results

Analyzing Focus Group Data

Writing the Focus Group Research Report

Description of the Focus Group Method

The Results Section Begins with a Profile of Participants

The Results Section Shuns Numbers

Discussion, Limitations, and Recommendations in the Report

Oral Presentation for Focus Group Results

Activities during the Post-Research Phase of the Focus Group

One-on-One Depth Interviews

When One-on-One Interviews are More Effective than Focus Groups

One-on-One Interviews Require Less Preparation Time

14 More Research Methods

Overview of Other Quantitative and Qualitative Research Methods

Intercept Surveys

Securing Permission to Conduct Intercept

Intercepting Strategy

Training the Intercept Interviewer

Processing, Analyzing, and Reporting Intercept Data

High-Tech Surveys

Issues That Affect Validity

Recommendations for High Tech Surveys

Surveys That Monitor Consumers and Voters

Tracking Studies

Exit Polls

Secondary and Syndicated Research

Secondary Data Analysis

Syndicated Research

Research Designs for Testing Consumer Response and Perceptions

Copy Testing

Trial and Concept Research

Perceptual Mapping

Evaluation Research

Unobtrusive Observation

Physical Traces

Archives

Observation

Case Studies

Ethnography and Other Academic Qualitative Methods

Ethnography

Cultural Studies, Reception, and Textual Analysis

Multiple Methods

Part IV Research Issues, Applications, Ethics, and the Future

15 Researching Racial and Ethnic Minorities

Race and Ethnicity Can Influence the Validity of Research Studies

Issues That May Affect Telephone Survey Results

Sampling Frame Issues

Improving the Sampling Frame

Membership Lists

Subscription Lists

Monitoring the Media

Drawing a Sample from the Compiled List

The Questionnaire

Name for Racial or Ethnic Group

Translating the Questionnaire for Respondents Who Speak Other Languages

Zip Code as a Standard Variable

Interviewing Issues

Hiring and Training

Bi-lingual Interviewers

Number of Callbacks

Monitoring Fieldwork

Analysis of Data

Validation of Sample

Analyzing the Compiled Sampling Frame

Deciding Whether to Weight the Results

Handling Small Numbers

Determining Whether Racial Differences are Real

Handling Race-Ethnic Group Issues in Focus Groups

Recruitment

The Moderator

Issues That Affect Content Analysis Studies

Categories for Coding

Availability of Minority Publications

Coders

Which Method Is Best for Gathering Valid Data on Racial and Ethnic Groups?

16 Research in the Academic Environment

Research Is a Creative Enterprise

The Academic Researcher as Decision Maker

Deciding the Focus of the Research

Counting

Decision Making

Strategic Theoretical Analysis

Origins of Research Ideas

Idle Curiosity

Topics of the Moment

Applied Research

Transformation of Research Questions into Programs of Research

Elaboration and Extension of Existing Theory

Intertwined Benchmarks

Intersection of Benchmarks and Intellectual Tools of the Scientific Method

Operational Definitions

Concepts, Hypotheses, and Theories

Translating Goals into Research Methods

Executing the Research Plan during the Research Phase

Activities during the Post-Research Phase

Advancing the Program of Research

Deductive Reasoning

Inductive Reasoning

17 Research Applications, Ethics, and the Future of Communication Research

Research Is Behind Large and Small Decisions

Research Applications for Marketing, Promotion, and Advertising

Research Applications for Public Relations

Evaluating Impact

Research for Image Enhancement

Research to Generate News

Research Applications in the News Media

To Evaluate Impact

To Enhance Image

To Generat News

Graphics are Used to Make Poll Stories Interesting

Sidebars are Used to Describe Poll's Method

Polling Standards Dictate What Information Should be Disclosed in Sidebar

Whimsical Graphics Can be Used to Illustrate Social Data

Content Analysis Can be Used to Generate News Stories

Public and Computer-Assisted Journalism

Rely on Research Methods

Editorial Management Decisions Rely on Research

Research Applications When Launching New Programs and Products

Launching a New Program

Launching a National Newspaper

Research Can Tell You When It's Time to Shut down a New Business

Summary of Research Applications

Conducting Ethical Research

Designing the Research Using Ethical Standards

Inform and Respect Participants

Collect, Process, and Analyze Data Using Ethical Standards

Report Results Using Ethical Standards

The Future of Research

Part V Appendices

A Questionnaires

A.1 What's Wrong with this Questionnaire?

A.2 Telephone Survey Questionnaire

A.3 Intercept Questionnaire

A.4 One-On-One Depth Interview Cover Letter and Questionnaire

Appendix B Telephone Survey Codebook

Appendix C Survey Printouts

C.1 Selected Frequency Tables

C.2 Selected Cross-Tabulation Tables

Appendix D Research Budgets

D.1 Telephone Survey Budget

D.2 Mail Survey Budget

D.3 Focus Group Budget.

Notes:

Includes bibliographical references (pages 435-40) and index.

Local Notes:

Acquired for the Penn Libraries with assistance from the George R. Fink Memorial Fund.

ISBN:

0312191626

OCLC:

42915199