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Quantitative Research in Communication
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Quantitative Research in Communication



September 2008 | 256 pages | SAGE Publications, Inc

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.

Features

· 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

 

This is an excellent book. My students love it.

Dr Mark Wu
Communications Dept, California State University - Fullerton
September 23, 2010

I particularly like the chapter on meta-analysis as this is one topic that most of the books on survey that I have been using do not discuss.

Dr Florinda Mateo
Department of Communication Research, University of the Philippines
April 5, 2010
Key features
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.

"Engaged Research" application boxes stimulate thought and discussion, illustrating on how particular research methods could be used to answer very practical, civic minded questions. Examples and application activities are geared toward the emerging trend of service learning, getting students to do projects oriented toward their community or campus.

Excerpted journal articles illustrate how various procedures are used, reinforcing for students that statistics are not abstract but are something to be used in daily life.

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