Applied communication research methods : getting started as a researcher / Michael P Boyle and Mike Schmierbach,
Contributor(s): Schmierbach, Mike, author.Call number: P91.3 B69 2020 Material type: TextPublisher: New York : Routledge, Taylor & Francis Group, 2020.Edition: Second edition.Description: xxiv, 459 pages : illustrations : 26 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780367178727 (pbk.) ; 9780367178710 (hbk.) ; 9780429296444 (ebk.) (Invalid ISBN) Subject(s): Communication -- Research. | Communication -- Methodology.DDC classification: 302.2072/1
|Item type||Location||Shelving location||Call number||Copy number||Barcode||Status||Date due|
|General Book||ODI General Collection||ODI General Collection||P91.3 B69 2020 (Browse shelf)||1||1000532087||Available|
Includes bibliographies references and index.
1 Basic principles of research and a guide to using this book – 2 Basic concepts of research -- 3 Scholarly research and the creation of knowledge -- 4 Ethical research -- 5 Concept explication and measurement – 6 Reliability and validity – 7 Effective measurement – 8 Sampling – 9 Experiments and threats to validity – 10 Survey research – 11 Content analysis – 12 Qualitative research – 13 Approaches to qualitative analysis – 14 Descriptive statistics – 15 Principles of inferential statistics – 16 Multivariate inferential statistics – Index.
This unit concludes the discussion of quantitative analyses by describing the logic and importance of multivariate statistical procedures. Regression and ANOVA are addressed, including definitions of logistic regression and odds ratios along with MANOVA and ANCOVA. In addition, the logic of control variables and the interpretation of results prior to and after inclusion of such variables is addressed in the context of material on spuriousness and suppression. Guidelines are offered for the interpretation of both unstandardized and standardized regression coefficients along with R2. Examples of statistical results are given, along with a comprehensive guide for identifying the appropriate procedure given the level of measurement of the independent and dependent variable or variables for a given relationship. Material on interactions and moderation is also provided.