Communication Research

ISBN-10: 0321088077

ISBN-13: 9780321088079

Edition: 3rd 2003

Authors: John E. Hocking, Steven T. McDermott, Don W. Stacks

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Description:

Communication Research provides a reader-friendly introduction to social research in all communication-related disciplines. While its emphasis is on science, this text covers rhetorical and historical research and emphasizes that their methodologies are complementary. Communication Research is designed to arm students with some of the essential critical thinking skills that are necessary to survive the information overload of the 21st century, helping them to sort the sense from the nonsense. Complex ideas are explained in a readable way without ever "dumbing down" the material. Communication Research is placed squarely within the communication discipline and prepares students to succeed in all communication-related fields. Organized around the research process, this text provides students with the means to conduct, analyze and interact with research in the field of communication.
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Book details

List price: $202.40
Edition: 3rd
Copyright year: 2003
Publisher: Allyn & Bacon, Incorporated
Publication date: 11/11/2002
Binding: Hardcover
Pages: 496
Size: 7.50" wide x 9.25" long x 1.00" tall
Weight: 2.046
Language: English

Preface
Theory And Research Methods
Asking and Answering Questions
Research and Sources of Information
Research and the Consumption of Information
Asking Questions About Communication
Epistemology
The Role of Theory in Communication Research
Approaches to Studying Communication
Theoretical Orientations
Scientific Research and Theory
Humanistic Research and Theory
Considerations: Knowledge, Ethics, and Science
Rules of Scholarship
Treatment of Human Subjects (People)
Debriefing
Ethical Appropriateness
A Parting Note
Methods Of Communication Research
Getting Started: Finding and Evaluating Documents
Obtaining Documents
Establishing the Parameters of Study
The Role of Documents
Primary versus Secondary Sources
Finding Sources
Establishing a Notation System
Establishing a Document's Credibility
Putting It All Together: The Literature Review
Creating the End Product
Evaluating Sources: Historical/Rhetorical-Critical Methodology
An Overview of Historical Research
Historical Methodology
Rhetorical-Critical Methodology
Limitations and Hazards in Historical Research
Measurement Theory
What is Measurement?
Reliability
Validity
The Relationship Between Reliability and Validity
Measurement Scales
Attitudes as Examples of Intervening Variables
Types of Measurement Scales
Other Measurement Techniques
Content Analysis
Uses of Content Analysis
Defining the Method
Conducting the Content Analysis
Sampling
Use of Computers in Content Analysis
Advantages and Limitation of Content Analysis
Qualitative/Descriptive (Participant-Observation/Focus Group/In-Depth Interview)
Methodology
Participant-Observation
Focus Groups
In-Depth Interviews
Quantitative/Sampling
Sampling Theory
Nonprobability Sampling
Probability Sampling
Sample Selection
Contacting Respondents
Quantitative/Descriptive (Survey) Research
Types of Descriptive Research
The Survey as Descriptive Methodology
Collecting the Data
Structuring the Survey
"Journalistic"
Surveys
Other Considerations
The True Communication Experiment
Advantages
Establishing Relationships
Establishing Causation
Questions Appropriate for Experiments
The Laboratory Experiment
Role-Playing as an Alternative to Deception In Experiments
Limitations of the Laboratory Experiment
Experimental Strategies and Designs
Quasi-Experimental Design
External Validity
More Complex Designs
Modes Of Analysis
Descriptive Statistics
Types of Data
Distributions
Coding Data for Analysis
Describing Nonparametric Data
Bivariate: Correlational Analysis
Applications of Communication Research
Various Applications of Communication Research
Inferential Statistics
Using Statistics to Test Hypotheses
Nonparametric Statistics
Parametric Analysis
Bringing it Together: Writing and Presenting Research
Preparing the Final Product
Writing the Academic Research Report
Writing the Nonacademic Research Report
Visual and Oral Presentations
Special Case: The Research Prospectus/Proposal
Glossary
Index
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