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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 one's 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 second 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.
McGraw-Hill Higher Education
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Table of Content
PART I. RESEARCH BASICS 1. Introduction to Research in Communication 2. The Research Process Getting Started 3. Introduction to Quantitative Research 4. Introduction to Qualitative Research 5. Research Ethics PART II. QUANTITATIVE COMMUNICATION RESEARCH 6. Measurement 7. Sampling, Significance Levels, and Hypothesis Testing 8. Quantitative Research Designs 9. Surveys and Questionnaires 10. Descriptive Statistics 11. Testing for Differences 12. Testing for Relationships 13. Quantitative Analysis of Texts PART III. QUALITATIVE COMMUNICATION RESEARCH 14. Designing Qualitative Research 15. Qualitative Methods of Data Collection 16. Analyzing Qualitative Data PART IV. READING AND WRITING RESEARCH REPORTS 17. Reading and Writing the Quantitative Research Report 18. Reading and Writing the Qualitative Research Report Appendix A: Personal Report of Communication Apprehension Appendix B: Formulas and Steps for Statistical Calculation Appendix C: Random Numbers Table Appendix D: Sample Protocol for Experimental Study Glossary Index At the end of each chapter: Summary Key Terms