Table of Contents
All chapters end with "Conclusion."
I.CONCEPTUALIZING COMMUNICATION RESEARCH.
1.Introduction to the Research Culture.
The Importance of Knowing Research Methods. Making Claims and
Offering Evidence. Everyday Ways of Knowing. The Research Process.
The Importance of Distinguishing Research from Pseudoresearch.
2.Asking Questions about Communication.
Defining Communication. What Constitutes Communication Research?
Areas of Communication Research. Basic versus Applied Communication
Research Topics. Justifying Communication Research Topics. Research
Questions and Hypotheses. 3.Finding, Reading, and Using
Reasons for Reviewing Previous Research. The Search for Research.
Diane F. Witmer, Internet and World Wide Web Resources for
How Research Is Presented: Reading Scholarly Journal
Articles. Writing a Literature Review.
II.PLANNING AND DESIGNING COMMUNICATION RESEARCH.
4.Observing and Measuring Communication Variables.
Conceptual versus Operational Definitions. Measurement Theory.
Measurement Methods. Measurement Techniques. 5.Designing Valid
Internal and External Validity. Measurement Validity and
Reliability. Threats to Internal Validity. External Validity.
6.Research Ethics and Politics.
Ethical Issues in Communication Research.
III.METHODOLOGIES FOR CONDUCTING COMMUNICATION
Establishing Causation. Exercising Control in Experimental
Research. Experimental Research Designs. Factorial Designs.
Laboratory versus Field Experiments. 8.Survey Research.
The Prevalence of Surveys. Survey Research Design. Survey
Measurement Techniques. Using Multiple Methods in Survey Research.
Purposes of Textual Analysis. Important Considerations in Textual
Analysis. Rhetorical Criticism. Content Analysis. Interaction
Analysis. Performance Analysis. Ron Pelias, Performance as a
Method. 10.Naturalistic Inquiry.
Common Assumptions Guiding Naturalistic Inquiry. Types of
Naturalistic Inquiry. The Flow of Naturalistic Inquiry. Collecting
Data in Naturalistic Inquiry. Start Making Sense: Analyzing and
Reporting Qualitative Data.
IV.ANALYZING AND INTERPRETING QUANTITATIVE DATA.
11.Describing Quantitative Data.
Making Sense of Numbers: Statistical Data Analysis. Describing Data
through Summary Statistics. Describing Data in Standard Scores.
Describing Data through Visual Displays. 12.Inferring from Data:
Estimation and Significance Testing.
Estimation. Significance Testing. 13.Analyzing Differences
Types of Difference Analysis. Advanced Difference Analysis.
14.Analyzing Relationships between Variables.
Types of Relationships. Correlations. Regression Analysis. Advanced
V.RECONCEPTUALIZING COMMUNICATION RESEARCH.
15.Epilogue: Concluding Research.
Discussing Research Findings. Appendices.
Random Number Table. Chi-Square Table. t
Table. Pearson r
Table. Spearman rho