Communication Research: Asking Questions, Finding Answers

by Keyton, Joann

• ISBN13: 9780073406763
• ISBN10: 0073406767
• Edition: 3rd
• Format: Hardcover
• Copyright: 2010-03-01
• Publisher: McGraw-Hill Education

Summary

This text covers basic research issues and both quantitative and qualitative approaches to communication research. The guiding principle of the text is that methodological choices arise from ones research questions and hypotheses; thus, the text focuses first on the research process, and then discusses the methodological tools for understanding and conducting basic communication research projects. In the third edition, every chapter includes examples based on research from 2002 and thereafter, and revisions improve the balance of quantitative and qualitative research perspectives as well as of data collection and analytical procedures.

Table of Contents

Research Basics

Introduction to Research in Communication

The Research Process -- Getting Started

Introduction to Quantitative Research

Introduction to Qualitative Research

Research Ethics

Quantitative Communication Research

Measurement

Sampling, Significance Levels, and Hypothesis Testing

Quantitative Research Designs

Surveys and Questionnaires

Descriptive Statistics

Testing for Differences

Testing for Relationships

Quantitative Analysis of Texts

Qualitative Communication Research

Designing Qualitative Research

Qualitative Methods of Data Collection

Analyzing Qualitative Data

Reading and Writing Research Reports

Reading and Writing the Quantitative Research Report

Reading and Writing the Qualitative Research Report

Personal Report of Communication Apprehension

Formulas and Steps for Statistical Calculation

Random Numbers Table

Sample Protocol for Experimental Study

Glossary

Index

At the end of each chapter:

Summary

Key Terms

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