Quantitative Research in Communication

(256 Seiten)
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Provides a user-friendly, practical discussion of (a) what the procedure is and why it is used, (b) the assumptions underlying the procedure, (c) what to look for when interpreting output, and (d) how to write the results of the analysis in correct APA style.

Written for communication students, Quantitative Research in Communication provides practical, user-friendly coverage of how to use statistics, how to interpret SPSS printouts, how to write results, and how to assess whether the assumptions of various procedures have been met. Providing a strong conceptual orientation to techniques and procedures that range from the "moderately basic" to "highly advanced," the book provides practical tips and suggestions for quantitative communication scholars of all experience levels.

In addition to important foundational information, each chapter that covers a specific statistical procedure includes suggestions for interpreting, explaining, and presenting results; realistic examples of how the procedure can be used to answer substantive questions in communication; sample SPSS printouts; and a detailed summary of a published communication journal article using that procedure.


· Engaged Research application boxes stimulate thought and discussion, illustrating how particular research methods can be used to answer very practical, civic-minded questions.

· Realistic examples at the beginning of each chapter show how the chapter's procedure could be used to answer a substantive research question.

· Examples and application activities geared toward the emerging trend of service learning encourage students to do projects oriented toward their community or campus.

· Summaries of journal articles demonstrate how to write statistical results in APA style and illustrate how real researchers use statistical procedures in a wide variety of contexts, such as tsunami warnings, date requests, and anti-drug public service announcements.

· How to Decipher Figures show students how to "read" the statistical shorthand presented in the quantitative results of an article and also, by implication, show them how to write up results .

Quantitative Research in Communication is ideal for courses in Quantitative Methods in Communication, Statistical Methods in Communication, Advanced Research Methods (undergraduate), and Introduction to Research Methods (Graduate) in departments of communication, educational psychology, psychology, and mass communication.

1. Introduction to Quantitative Research
An Overview of Quantitative Research
Steps in Quantitative Research
An Overview of the Book
2. Using Statistics in Quantitative Research
Types of Statistics
The Logic of Hypothesis Testing
Writing Results
Sample SPSS Output
3. Independent Samples or Students t-Test
Understanding the Independent Samples t-Test
Calculating the Independent Samples t-test
Assumptions of the t-Test
Using Computer Programs to Calculate t-Tests
Interpreting Results of an Independent Samples t-Test
The Independent Samples t-Test in Communication Research
Sample SPSS Printouts
4. ONEWAY Analysis of Variance
Understanding the ONEWAY ANOVA
Calculating a ONEWAY ANOVA
Assumptions of the ONEWAY ANOVA
Using a Computer to Calculate ONEWAY ANOVA
Interpreting the Results of a Significant ONEWAY
The ONEWAY ANOVA in Communication Research
Sample SPSS Printouts
5. Factorial ANOVA
Understanding the Factorial ANOVA
Calculating the Factorial ANOVA
Assumptions of ANOVA
Using Computer Programs to Calculate Factorial ANOVAs
Interpreting the Results of a Significant ANOVA
The Factorial ANOVA in Communication Research
Sample SPSS Printouts
6. Analysis of Covariance
Understanding the Analysis of Covariance
Assumptions of the ANCOVA
Interpreting the Results of ANCOVA
Concluding Comments of ANCOVA
The ANCOVA in Communication Research
Sample SPSS Printouts
7. Multivariate ANOVA
Multivariate Design
Repeated Measures
The MANOVA in Communication Research
Sample SPSS Printouts
8. Chi Square-Statistic
Understanding the Chi-Square Statistic
Calculating a Chi-Square
Assumptions of the Chi-Square Statistic
Using Computer Programs to Calculate a Chi-Square
Interpreting the Results of a Significant Chi-Square Statistic
The Chi-Square in Communication Research
Sample SPSS Printouts
9. Simple Bivariate Correlation
Understanding the Correlation Coefficient
Calculating the Correlation Coefficient
Assumptions of the Correlation Coefficient
Using Computer Programs to Calculate Correlation Coefficients
Interpreting the Results of a Correlation
Correcting for Various Artifacts
The Correlation Coefficient in Communication Research
Sample SPSS Printouts
10. Multiple Regression
Understanding Multiple Regression
Calculating a Multiple Regression
Assumptions of Multiple Regression
Using Computer Programs to Calculate Regression
Interpreting the Results of a Multiple Regression
Multiple Regression in Communication Research
Sample SPSS Output
11. Factor Analysis
The Purpose of Factor Analysis
Exploratory Factor Analysis (EFA)
Confirmatory Factor Analysis (CFA)
Factor Analysis in Communication Research
12. Advanced Modeling Techniques
Understanding Advanced Modeling
Describing the Model
Understanding the Test
Two Methods of Analysis
Other Advanced Modeling Approaches
Path Analysis in Communication Research
13. Meta-Analysis
The Mathematical Argument for Meta-Analysis
The Practical Argument for Meta-Analysis
The Structure of Writing a Meta-Analysis
Meta Analysis in Communication Research
Appendix A: Critical Values for the t Statistic
Appendix B: Critical Values for the Chi Square Statisic
Appendix C: Critical Values for the F Statistic
Appendix D: Critical Values for the r Statistic
Statistical Procedures in Communication Research is a textbook for use in advanced undergraduate and entry-level graduate courses in research methods and/or quantitative methods. The book is designed to be economical and is focused on core topics in quantitative communication research ranging from basic statistical procedures (such as frequency distributions) to more advanced procedures (such as multiple regression). In addition, annotated excerpts from research journal articles illustrate the use of various procedures.

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