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9780321010018

Communication Research

by ;
  • ISBN13:

    9780321010018

  • ISBN10:

    0321010019

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 1999-07-01
  • Publisher: Pearson College Div
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Table of Contents

Preface ix
Part 1 Theory and Research Methods 1(72)
1 Asking and Answering Questions
3(22)
Objectives
3(1)
Research and Sources of Information
4(1)
Research and the Consumption of Information
5(2)
Asking Questions About Communication
7(10)
Epistemology
17(4)
Applying Knowledge in Communication
21(1)
Summary
22(1)
Probes
22(1)
Research Projects
23(1)
Notes
23(1)
References
24(1)
2 The Role of Theory in Communication Research
25(21)
Objectives
25(1)
Approaches to Studying Communication
26(2)
Theoretical Orientations
28(1)
Scientific Research and Theory
29(9)
Humanistic Research and Theory
38(4)
Applying Knowledge in Communication
42(1)
Summary
43(1)
Probes
43(1)
Research Projects
44(1)
Suggested Reading
44(1)
Notes
44(1)
References
45(1)
3 Considerations: Knowledge, Ethics,and Science
46(27)
Objectives
46(2)
Rules of Scholarship
48(3)
Treatment of Human Subjects (People)
51(9)
Debriefing
60(7)
Ethical Appropriateness
67(1)
A Parting Note
68(1)
Applying Knowledge in Communication
68(1)
Summary
69(1)
Probes
70(1)
Research Projects
70(1)
Suggested Reading
71(1)
Notes
71(1)
References
71(2)
Part 2 Methods of Communication Research 73(244)
4 Getting Started: Finding and Evaluating Documents
75(24)
Objectives
75(1)
Obtaining Documents
76(3)
Establishing the Parameters of Study
79(1)
The Role of Documents
80(4)
Primary versus Secondary Sources
84(1)
Finding Sources
84(4)
Establishing a Notation System
88(2)
Establishing a Document's Credibility
90(3)
Putting It All Together: The Literature Review
93(2)
Creating the End Product
95(1)
Applying Knowledge in Communication
96(1)
Summary
97(1)
Probes
97(1)
Research Projects
97(1)
Suggested Reading
98(1)
References
98(1)
5 Evaluating Sources: Historical/Rhetorical-Critical Methodology
99(18)
Objectives
99(1)
An Overview of Historical Research
100(4)
Historical Methodology
104(4)
Rhetorical-Critical Methodology
108(5)
Limitations and Hazards in Historical Research
113(1)
Applying Knowledge in Communication
113(1)
Summary
113(1)
Probes
114(1)
Research Projects
114(1)
Suggested Reading
114(1)
Notes
115(1)
References
115(2)
6 Measurement Theory
117(23)
Objectives
117(1)
What is Measurement?
118(5)
Reliability
123(8)
Validity
131(4)
The Relationship Between Reliability and Validity
135(1)
Applying Knowledge in Communication
135(2)
Summary
137(1)
Probes
137(1)
Research Projects
138(1)
Suggested Reading
138(1)
Note
138(1)
References
138(2)
7 Measurement Scales
140(23)
Objectives
140(1)
Attitudes as Examples of Intervening Variables
141(1)
Types of Measurement Scales
142(14)
Other Measurement Techniques
156(3)
Applying Knowledge in Communication
159(1)
Summary
159(1)
Probes
160(1)
Research Projects
160(1)
Suggested Reading
161(1)
Notes
161(1)
References
161(2)
8 Content Analysis
163(22)
Objectives
163(1)
Uses of Content Analysis
164(3)
Defining the Method
167(1)
Conducting the Content Analysis
168(5)
Sampling
173(8)
Use of Computers in Content Analysis
181(1)
Advantages and Limitation of Content Analysis
181(1)
Applying Knowledge in Communication
182(1)
Summary
182(1)
Probes
182(1)
Research Projects
183(1)
Suggested Reading
183(1)
Notes
183(1)
References
184(1)
9 Qualitative/Descriptive (Participant-Observation/Focus Group/In-Depth Interview) Methodology
185(24)
Objectives
185(1)
Participant-Observation
186(11)
Focus Groups
197(6)
In-Depth Interviews
203(2)
Applying Knowledge in Communication
205(1)
Summary
206(1)
Probes
206(1)
Research Projects
207(1)
Suggested Reading
207(1)
Notes
207(1)
References
208(1)
10 Quantitative/Sampling
209(24)
Objectives
209(1)
Sampling Theory
210(1)
Nonprobability Sampling
211(3)
Probability Sampling
214(8)
Sample Selection
222(6)
Contacting Respondents
228(1)
Applying Knowledge in Communication
229(1)
Summary
230(1)
Probes
230(1)
Research Projects
231(1)
Suggested Reading
231(1)
Notes
231(1)
References
231(2)
11 Quantitative/Descriptive (Survey) Research
233(35)
Objectives
233(1)
Types of Descriptive Research
234(1)
The Survey as Descriptive Methodology
235(5)
Collecting the Data
240(7)
Structuring the Survey
247(14)
"Journalistic" Surveys
261(1)
Other Considerations
262(1)
Applying Knowledge in Communication
263(2)
Summary
265(1)
Probes
265(1)
Research Projects
266(1)
Suggested Reading
266(1)
Note
266(1)
References
266(2)
12 The "True" Communication Experiment
268(25)
Objectives
268(1)
Advantages
269(1)
Establishing Relationships
270(4)
Establishing Causation
274(5)
Questions Appropriate for Experiments
279(1)
The Laboratory Experiment
280(6)
Role-Playing as an Alternative to Deception In Experiments
286(2)
Limitations of the Laboratory Experiment
288(2)
Applying Knowledge in Communication
290(1)
Summary
290(1)
Probes
290(1)
Research Projects
291(1)
Suggested Reading
291(1)
Notes
292(1)
References
292(1)
13 Experimental Strategies and Designs
293(24)
Objectives
293(1)
Quasi-Experimental Design
294(8)
External Validity
302(3)
More Complex Designs
305(7)
Applying Knowledge in Communication
312(2)
Summary
314(1)
Probes
315(1)
Research Projects
315(1)
Suggested Reading
315(1)
Notes
316(1)
References
316(1)
Part 3 Modes of Analysis 317(108)
14 Descriptive Statistics
319(39)
Objectives
319(1)
Types of Data
320(3)
Distributions
323(3)
Coding Data for Analysis
326(2)
Describing Nonparametric Data
328(7)
Describing Parametric Data
335(13)
Bivariate: Correlational Analysis
348(4)
Applying Knowledge in Communication
352(3)
Summary
355(1)
Probes
355(1)
Research Projects
356(1)
Suggested Reading
356(1)
Notes
356(1)
References
357(1)
15 Inferential Statistics
358(42)
Objectives
358(1)
Using Statistics to Test Hypotheses
359(7)
Nonparametric Statistics
366(10)
Parametric Analysis
376(18)
Applying Knowledge in Communication
394(2)
Summary
396(1)
Probes
397(1)
Research Projects
397(1)
Suggested Reading
398(1)
Notes
398(1)
References
398(2)
16 Bringing It Together: Writing and Presenting Research
400(25)
Objectives
400(2)
Preparing the Final Product
402(2)
Writing the Academic Research Report
404(9)
Writing the Nonacademic Research Report
413(1)
Visual and Oral Presentations
414(1)
Special Case: The Research Prospectus/Proposal
415(1)
Applying Knowledge in Communication
415(6)
Summary
421(1)
General Review of the Research Process
421(2)
Probes
423(1)
Research Projects
423(1)
Suggested Readings
424(1)
Notes
424(1)
References
424(1)
Glossary 425(19)
Index 444

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