Applied communication research / Judith M. Buddenbaum, Katherine B. Novak.

Format:

Book

Author/Creator:

Buddenbaum, Judith Mitchell, 1941-

Contributor:

Novak, Katherine B.

Language:

English

Subjects (All):

Communication--Research--Methodology.

Communication.

Physical Description:

xiii, 332 pages : illustrations ; 27 cm

Edition:

First edition.

Place of Publication:

Ames : Iowa State University Press, 2001.

Summary:

This book covers laboratory and field experiments, surveys, content analysis, focus groups, and participant/non-participant observation. Information on ethics and statistics is incorporated throughout the book, making it easier to understand how ethical considerations and statistical analysis relate to specific data collection techniques. To further enhance the usefulness and readability of the text, the authors provide review questions, key terms, and summaries of the main points at the end of each chapter.

Contents:

1. Social Science Research 3

Ways of Knowing 5

Traditional Ways of Knowing 5

Science as a Way of Knowing 7

The Nature of Social Science Research 10

Issues in Scientific Research 12

The Role of Theory: Deductive vs. Inductive Reasoning 12

The Purpose of Research: Basic vs. Applied 14

Data Analysis: Quantitative vs. Qualitative 14

2. Fundamental Concerns 23

Limiting Factors 23

Cost 23

Ethics 24

Dealing with Subjects

Working with Sponsors

Analyzing Data

Reporting Findings

Quality Control 27

Reliability 29

Validity 31

3. Planning Research Projects 39

Preplanning 39

Setting Parameters 39

Define the Problem

Determine the Purpose

Identify Constraints

Reviewing the Research Literature 45

Refining the Project 47

Deciding How to Proceed 51

Planning 52

Choosing the Method 53

Developing the Methodology 54

Choose the Subjects

Create Measures

Working Out the Logistics 56

Doing the Work 56

4. Choosing Subjects 63

Probability Sampling 64

Sampling Theory 65

Types of Probability Sampling 68

Simple Random Sampling

Systematic Random Sampling

Stratified Random Sampling

Nonprobability Sampling 73

Types of Nonprobability Sampling 73

Quota Sampling

Purposive Sampling

Snowball or Network Sampling

Convenience Sampling

Self-selection Sampling

Multistage Sampling 76

Sample Size 78

Probability Samples 78

Nonprobability Samples 80

Validating a Sample 81

5. Creating Measures 87

Conceptualization 87

Operationalization 88

Manipulation 88

Observation 89

Self-reports 90

Levels of Measurement 91

Nominal Level Measurement 92

Ordinal Level Measurement 92

Interval Level Measurement 93

Ratio Level Measurement 93

Implications 94

Measurement Scales 95

Likert Scales 96

Semantic Differential Scales 97

Thurstone Scales 98

Guttman Scales 98

Feeling Thermometers 99

Ranking Scales 99

Composite Measures 100

Quality Control 104

Reliability 106

Concurrent Reliability

Alternate Forms Reliability

Split-half Reliability

Test-retest Reliability

Cronbach's Alpha

Intra- and Intercoder Reliability

Test-item Analysis

Validity 109

Content Validity

Criterion Validity

Construct Validity

Part III. Basic Research Methods 117

6. Experiments 119

Communication Applications 119

The Logic of Experiments 120

Causation 120

Controlling the Manipulation 121

Controlling for Confounds 121

Elimination

Blocking

Holding Constant

The Experimental Setting 123

Ethical Concerns 124

Experimental Designs 124

True Experiments 125

The Classic Experiment

Posttest-only Control Group Design

Solomon Four-group Design

True Experiment Variants

Quasi-experiments 128

Equivalent Group Pretest-posttest Design

Nonequivalent Control Group Design

Separate-sample Pretest-posttest Design

Time Series

Counterbalanced Designs

Pre-experiments 131

Quality Control 132

Reliability 132

Internal Validity 133

External Validity 135

Data Analysis 135

7. Surveys 149

Communication Applications 150

Ethical Concerns 151

True Survey Designs 152

Cross-cultural Designs 153

Longitudinal Designs 153

Quasi-surveys 154

Nonprobability Sample Surveys 154

Interview Surveys 155

Data-collection Techniques 155

Researcher-administered Techniques 155

Telephone

Face to Face

Self-administered Techniques 157

Group Administration

Mail

Disk by Mail

Internet

Preparing the Survey Questionnaire 158

Questionnaire Length 159

Types of Questions 159

Question Wording 160

Question Order 162

Helps 163

Instructions

Transitions

Questionnaire Layout 164

Quality Control 165

Reliability 165

Internal Validity 166

External Validity 166

Data Analysis 167

Quantitative Analysis 168

Univariate Statistics

Bivariate Statistics

Multivariate Statistics

Qualitative Analysis 181

8. Content Analysis 193

Communication Applications 194

Ethical Concerns 195

Types of Content Analysis 195

Readability Studies 195

Textual Analysis 196

Choosing Documents 197

Indexes and Databases 198

Periodicity 199

Measurement in Content Analysis 201

Units of Analysis 201

Category Construction 201

Enumeration 202

Code Sheets and Code Books 202

Using Computers for Content Analysis 203

Preparing Documents for Qualitative Analysis 204

Quality Control 205

Reliability 205

Internal Validity 206

External Validity 207

Data Analysis 208

Quantitative Analysis 208

Qualitative Analysis 208

9. Focus Groups 217

Communication Applications 218

Ethical Concerns 218

Planning the Study 219

Participants 219

Locating Potential Participants

Recruiting Participants

Ensuring Participation

Groups 221

Size

Number and Composition

The Moderator 222

Requisite Skills

Training Moderators

Number of Moderators

The Materials 224

The Moderator's Guide

Logistics 225

Scheduling Sessions

Location

Recording Provisions

Alternatives to the True Focus Group 226

The Nominal Group Technique 227

The Delphi Technique 228

Q-methodology 228

Technology-based Techniques 230

Quality Control 230

Reliability 230

Internal Validity 231

External Validity 231

Data Analysis 231

Quantitative Analysis 232

Qualitative Analysis 232

10. Observational Research 241

Communication Applications 242

Ethical Concerns 243

Planning for Observation 245

Choosing Settings and Sites 245

Gaining Access 246

Selecting a Role and Stance 247

Collecting and Recording Information 249

Types of Information 249

Determining What Information to Collect 250

Techniques for Recording Data 250

Note Taking

Technological Assists

Managing Data 252

Observation Notes and Field Notes

Quality Control 253

Reliability 253

Internal Validity 253

External Validity 254

Data Analysis 255

Quantitative Analysis 255

Qualitative Analysis 255

Appendix A. American Sociological Association (ASA) Code of Ethics 263

Appendix B. Evaluating Research Reports 271

Appendix C. Politics, Religion, and Media Use Survey 2000 275

Appendix D. Code Book and Code Sheets for Content Analysis 283

Appendix E. Writing Research Reports 293.

Notes:

Includes bibliographical references and index.

ISBN:

0813820170

OCLC:

47140723