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Quantitative Research Methods For Communication A Hands On Approach 4th Edition Ebook PDF
Quantitative Research Methods For Communication A Hands On Approach 4th Edition Ebook PDF
Quantitative Research Methods For Communication A Hands On Approach 4th Edition Ebook PDF
METHODS
“This book provides students of quantitative research a thorough look at the complex issues that
influence the social-scientific research process.”
Laura Umphrey, North Arizona University
FOR COMMUNICATION
FOR COMMUNICATION
NEW TO THIS EDITION
• A new discussion on the use of computer simulations in experiments
• Simplified chapter learning outcomes and streamlined section headings
• An increased number of illustrations and an updated interior design
• A completely revised Companion Website with more resources than ever, including:
o Supplemental chapters on qualitative research; free and open-source statistical
A Hands-On Approach
software; big data; and advanced research methods
o An example survey based on the actual survey used in the research conducted for
the text
o Video walkthroughs for software packages like SPSS, Excel, STATA, PSPP, and JASP
Jason S. Wrench
Candice Thomas-Maddox
EDITION
FOURTH
Virginia Peck Richmond
James C. McCroskey
ISBN 978-0-19-086106-3
1 90000
2
www.oup.com/us/he
vii
viii Contents
Paid Participation 51
Anonymity, Privacy, and Confidentiality 51
Informed Consent 54
Common Parts of a Consent Document 54
Do Consent Documents Really Work? 59
Waiver of Consent 60
Handling Deception During the Consent Process 61
IRB Processes 61
Basic IRB Functions 62
Levels of IRB Review 64
Ordinal 220
Interval 221
Ratio 222
A History of Measurement 222
Charles Darwin and Francis Galton 222
James McKeen Cattell 223
Alfred Binet and the Rise of Intelligence Tests 223
Robert Woodworth and the Creation of Personality Tests 224
Emory S. Bogardus’s Social Distance Scale 224
Likert Scales 225
Semantic Differential Scale 227
Measuring Communication 228
Personality Traits/States 229
Beliefs and Attitudes 230
Knowledge 230
Cognitive Knowledge 231
Perceived Knowledge 231
The Process of Creating a New Measure 232
The Germinal Idea 233
Conceptualization 233
Operationalization 233
Putting People into Groups 234
Observing Existing Records/Asking People 234
Interviews and Surveys 234
Constructing Questions 235
1. Start with Twice as Many Items as You Will Need 235
2. Every Item Should Reflect the Construct 236
3. Use Concise, Clearly Worded, Unambiguous Items 236
4. Construct Relatively Short Items 236
5. Pay Attention to Terminology in the Item 237
6. Avoid Emotionally Charged Items 237
7. Avoid Leading Items 237
8. Avoid Loaded Items 237
9. Avoid Double Questions 238
10. Avoid Questions with False Premises 238
11. Avoid Using the Words “Always” and “Never” 238
12. Avoid Double Negatives/Positives 238
13. Avoid Hypothetical Questions 238
14. Avoid Ambiguous Pronoun References 239
15. Consider Recall Issues for Certain Types of Items 239
Content s xv
Validity 265
Face or Content Validity 268
Criterion Validity 268
Predictive or Prospective Validity 269
Concurrent Validity 269
Retrospective Validity 270
Construct Validity 270
Relying on Theory 270
Measuring Known Groups 270
Factorial Validity 271
Which Approach to Use? 271
Validity Threats 272
Inadequate Preoperational Explication of Concepts 272
Mono-Operation Bias 272
Interaction of Different Treatments 272
Interaction of Testing and Treatment 273
Restricted Generalizability Across Constructs 273
Confounding Constructs and Levels of Constructs 273
Social Threats to Validity 274
Self-Administration 296
Mass Administration 296
Mailed Administration 297
Internet Administration 297
Advantages and Disadvantages of Self-Administration 298
Problem Areas Associated with Survey Research 299
Response Rate 299
Unit Nonresponse 300
Item Nonresponse 301
Effects of Nonresponse 303
Improving Response Rates 303
Translating Surveys into Other Languages 304
Issues of Equivalence 305
Semantic Equivalence 305
Conceptual Equivalence 305
Normative Equivalence 305
Methods of Translation 307
Simple Direct Translation 307
Modified Direct Translation 307
Translation/Backtranslation 307
Parallel Blind Technique 308
Random Probe 308
Using the Research Project Worksheet 308
Question 310
Design 311
Setting 311
Participants 312
Specific Characteristics 312
Recruitment 312
Consent 312
Variables 312
Independent Variables 312
Dependent Variables 312
Hypotheses/Research Questions 313
Statistical Testing 313
Tentative Study Title 313
Principal Researcher(s) 313
Research Outside of the Walls of Academia 316
Conclusion 316
xviii Contents
Step 3 476
Step 4 477
Step 5 477
Step 6 477
Step 7 478
Step 8 478
Step 9 478
Step 10 479
Computer Printouts of the Independent t Test 480
SPSS and t Tests 480
Interpreting SPSS Results 482
APA Write-Up 484
Discussion of Findings 484
Biological Sex and Communication Apprehension 485
APA Write-Up 485
Discussion 486
Calculating Effect Sizes 486
Step 1 486
Step 2 487
Discussion of the Weber, Fornash, Corrigan, and Neupauer Article 487
Article Purpose 488
Methodology 488
Results 488
Paired t Tests 490
Research Outside the Walls of Academia 490
Conclusion 490
Step 8 499
Step 9 499
Step 10 499
Step 11 500
Computer Printouts of the One-Way ANOVA 501
Multiple Comparison Tests 507
APA Write-Up (Without Chart) 510
APA Write-Up (With Chart) 510
Discussion of Findings 510
Political Affiliation and Humor Assessment 511
APA Write-Up 511
Discussion 511
Discussion of the Boiarsky, Long, and Thayer Article 513
Article Purpose 513
Methodology 513
Results 513
Research Outside the Walls of Academia 514
Conclusion 515
[Sidenote: The
petition granted
This request was immediately granted by the and charter
issued by Penn in
Council,[167] and the school thus incorporated in 1701]
1697.[168] In 1701 Penn confirmed its incorporation
by the following charter:
The five schools above mentioned were under the direction of the
school corporation of overseers, and poor children were taught there
free of expense. The committee also reported on five other schools,
whose masters and mistresses were either Friends or made the
professions of that religious society.[216]
[Sidenote: Other
1. Mary Harry, teaching in Charters Alley. schools reported]