图书简介

BRIEF CONTENTS; Preface; CHAPTER 1 An Introduction to Communication Research; CHAPTER 2 Empirical Research; CHAPTER 3 Research Ethics; CHAPTER 4 Searching for Previous Research and American Psychological Association Style; CHAPTER 5 Research Structure and Literature Reviews; CHAPTER 6 Variables; CHAPTER 7 Measurement; CHAPTER 8 Reliability and Validity; CHAPTER 9 Survey Research; CHAPTER 10 Content Analysis; CHAPTER 11 Experimental Design; CHAPTER 12 Sampling Methods; CHAPTER 13 Hypothesis Testing; CHAPTER 14 Descriptive Statistics; CHAPTER 15 Chi-Square (?2) Test of Independence; CHAPTER 16 Independent Samples t Tests; CHAPTER 17 One-Way Analysis of Variance; CHAPTER 18 Correlation; CHAPTER 19 Regression; CHAPTER 20 Presenting Research; Appendix A Qualitative Research (Available online https://oup-arc.com/wrench); Appendix B Textbook Questionnaire (Available online: https://oup-arc.com/wrench); Appendix C Open-Source Statistical Software Alternatives (Available online: https://oup-arc.com/wrench); Appendix D Big Data (Available online: https://oup-arc.com/wrench); Appendix E Advanced Statistical Procedures (Available online: https://oup-arc.com/wrench); Glossary; Index; CONTENTS; Preface; CHAPTER 1 An Introduction to Communication Research; The History of the Social Sciences; The Nature of Communication; Understanding the Book’s Format; Research Outside the Walls of Academia; Conclusion; CHAPTER 2 Empirical Research; Ways of Knowing; Epistemology; Ordinary Versus Scientific Ways of Knowing; The Scientific Approach to Communication Research; Scientific Method; Theories; Describe the National Phenomenon; Predict the Future; Falsification; Predictions/Hypotheses; Observations; Empirical Generalizations; Conclusion; Research Outside the Walls of Academia; CHAPTER 3 Research Ethics; Defining Ethics; Good Means-Good End: Ethical Behavior; Bad Means-Bad End: Unethical Behavior; Bad Means-Good End: Machiavellian Ethic; Good Means-Bad End: Subjective Ethic; The Belmont Report’s Effect on Research Ethics; Informed Consent; Principle of Beneficence; Justice; Institutional Review Boards; Institutional Review Board Basics; Informed Consent; Institutional Review Board Processes; Basic Institutional Review Board Functions; Full-Board Review; Specific Ethical Issues for Research; Data Accuracy; Data Sharing; Duplicate Data Publication; Post Hoc Hypothesis Revision; Participant Identity Disclosures; Authorship Credit; Conflicts of Interest; Plagiarism; Source-Not-Cited Types of Plagiarism; Source-Cited Types of Plagiarism; Ethical Research Outside Academia; Conclusion; CHAPTER 4 Searching for Previous Research and American Psychological; Association Style; Step 1: Identifying the Topic; Step 2: Clarifying the Research Question and Generating Key Terms; Stating The Topic In The Form of a Research Question; Identifying Key Terms and Synonymous Terms; Step 3: Locating Sources of Information; Types of Information Sources; Locating Information Sources; Handbooks and Subject Encyclopedias; Electronic Databases; The World Wide Web; Evaluating Web Sources; Step 4: Organizing and Evaluating Information; Step 5: Citing Sources of Information Using the APA Format; What Information Must Be Referenced?; Citing Sources of Information; Parenthetical Citations; Quotations and Paraphrases; APA Paper Formatting; Creating a Title Page; Creating an Abstract; Creating the First Page; Creating the Reference Page; Conclusion; CHAPTER 5 Research Structure and Literature Reviews; The Abstract; The Introduction; Attention-Getter; Using Statistics or Claims; Posing a Rhetorical Question; Using an Acknowledged Fact; Using a Story or Illustration; Quoting or Acknowledging a Source; Link To Topic; Significance of Topic; Espousal of Credibility; Thesis and Preview; Literature Review; Five Reasons for Literature Reviews; Previous Research; Chronological; Cause and Effect; Compare and Contrast; Problem-Cause-Solution; Psychological; Categorical/Topical; General to Specific; Specific to General; Known to Unknown; Study Rationale; Method Section; Participants; Apparatus; Procedure; Instrumentation; Results Section; Discussion Section; The Conclusion; Research Outside the Walls of Academia; Reading and Critiquing Academic Literature; Preparing a First Draft; Step 1: Identify Your General Topic; Step 2: Determine The Type of Study You Are Conducting; Step 3: Determine What Variables You Will Examine; Step 4: Search for Primary Sources; Step 5: Obtain Full Text References; Step 6: Look for Other References in Obtained Materials; Step 7: Narrow Your List of References; Step 8: Organize References by Major and Subtopics; Step 9: Look for Gaps in Your References; Step 10: Find References to Fill Gaps; Step 11: Create a Literature Review Outline; Step 12: Write; Conclusion; CHAPTER 6 Variables; How Are Research Projects Developed?; Variables: Units of Analysis; Units of Analysis; Aspects of Variables; Variable Attributes; Variable Values; Understanding Relationships and Differences; Relationships; Differences; Types of Variables; Variable Levels; Nominal Variables; Ordinal Variables; Interval Variables; Likert; Semantic Differential; Staple’s Scalogram; Ratio Variables; Communication Variables; Nominal Variables; Ordinal Variables; Interval Variables; Common Interval Variable Measures; Communication Apprehension; Ethnocentrism; Humor Assessment; Nonverbal Immediacy; Sociocommunicative Orientation; Willingness to Communicate; Beliefs and Attitudes; Ratio Variables; Writing Up Scales Using APA Style; Participants; Procedures; Instrumentation; Conclusion; CHAPTER 7 Measurement; Numbers and Things; Review of Measurement Levels; Nominal; Ordinal; Interval; Ratio; A History of Measurement; Likert Scales; Semantic Differential; Measuring Communication; Personality Traits/States; Beliefs and Attitudes; Knowledge; Developing Your Operationalization; Conceptualization; Operationalization; Constructing Questions; One Measure, Multiple Factors; Measurement and Statistical Analysis; Research Outside the Walls of Academia; Conclusion; CHAPTER 8 Reliability and Validity; Reliability; Scalar Reliability; Test-Retest Reliability; Alternate Forms Reliability; Split-Half Reliability; Cronbach’s Alpha Reliability; Computer Printouts of Cronbach’s Alpha; SPSS and Cronbach’s Alpha APA Discussion; Alpha Reliabilities From This Book; Reliabilities In The Real World; Improving Reliability of Measurement; Validity; Face or Content Validity; Criterion Validity; Predictive; Concurrent; Retrospective; Construct or Factorial Validity; Validity Threats; Problems with Measurement; Research Outside the Walls of Academia; Conclusion; CHAPTER 9 Survey Research; When to Use a Survey; Do You Know What You Want To Ask?; Do You Really Need To Collect New Data?; Do Your Participants Know Anything or Will They Even Tell You?; Is Your Goal Generalizability?; How to Conduct Survey Research; Step 1: Picking Your Questions; Nominal Level Questions; Ordinal Level Questions; Interval Level Questions; Ratio Level Questions; Open-Ended Questions; Step 2: Creating Clear Instructions; Step 3: Study Design; Step 4: Data Processing and Analysis; Step 5: Pilot Testing; Use Actual Survey Population Members; Anticipate Survey Context; Test Parts of the Survey; Determining a Pilot Sample Size; Ask Questions after Someone Completes the Survey; Disseminating Your Surveys; Interviewing; Face-to-Face Interviewing; Telephone Interviewing; Self-Administration; Mass Administration; Mailed Administration; Internet Administration; Advantages and Disadvantages of Self-Administered Surveying; Problem Areas Associated with Survey Research; Response Rate; Unit Nonresponse; Item Nonresponse; Effects of Nonresponse; Improving Response Rates; Translating Surveys into Other Languages; Semantic Equivalence; Conceptual Equivalence; Normative Equivalence; Simple Direct Translation; Modified Direct Translation; Translation/Backtranslation; Parallel Blind Technique; Random Probe; Using the Research Project Worksheet; Question; Design; Setting Participants; Specific Characteristics; Recruitment; Consent; Variables; Independent Variables; Dependent Variables; Hypotheses/Research Questions; Statistical Testing; Tentative Study Title; Principal Researcher(s); Measurement Outside of Academia; Conclusion; CHAPTER 10 Content Analysis; Conducting a Content Analysis; Theory and Rationale; Conceptualization; Operationalization; Coding Schemes; Sampling; Training and Pilot Reliability; Introduction to Coding Book; Sample Coding; Coding of Initial Data; Initial Reliability; APA Write-Up; Retraining; Final Coding; Final Reliability; Tabulation And Reporting; Conclusion; CHAPTER 11 Experimental Design; What Are Experiments and Why Do We Do Them?; Rationale For Experimental Research; Aspects Of Experimental Design; Random Assignment; Manipulation of the Independent Variable; Measurement of the Dependent Variable; Controlling an Experiment; Conducting an Experiment; Introducing the Experiment and Obtaining Consent; Random Assignment; Manipulate the Independent Variable; Measure the Dependent Variable; Debriefing; Threats to Experimental Validity; Historical Flaw; Maturation; Testing Flaw; Regression To The Mean; Selection Threat; Attrition; Common Experimental Designs; Preexperimental Designs; One-Shot Case Study; One-Group Pretest Posttest Design; Static Group Comparisons; Quasi-Experimental Designs; Pretest-Posttest Design; Time Series; Multiple Time Series; Switching Replications Design; True Experimental Designs; Pretest-Posttest Design; Two-Group Posttest-Only Design; Randomized Switching Replications; Design; Solomon Four-Group Design; Final Thoughts on Experiments; Conclusion; CHAPTER 12 Sampling Methods; Why Use a Sample?; Population; Sample; The Sampling Process; Selecting a Sample Design; Probability Sampling; Simple Random Samples; Stratified Random Samples; Cluster Samples; Systematic Samples; Sampling Error; Nonprobability Samples; Convenience Samples; Volunteer Samples; Purposive Samples; Quota Samples; Network Sample; Determining Sample Size; Common Sense Sample Recruiting; Ethical Recruitment; Conclusion; CHAPTER 13 Hypothesis Testing; Hypotheses; One-Tailed Hypotheses; Two-Tailed Hypotheses; Research Questions; Directional Research Questions; Nondirectional Research Questions; Alternative and Null Hypotheses; Hypothesis Testing Case Study; Hypothesis Testing in the Case Study; From Random Samples to a Whole Population; Testing for Significance; Step 1: Set the Probability Level; Step 2: Conduct a Statistical Test; Step 3: Comparing Calculated and Critical Values; Testing for Power; Effect Sizes; Understanding Error; The Confidence Interval; Power Type I Error; Type II Error; Conclusion; CHAPTER 14 Descriptive Statistics; The Benefits of Statistics; Descriptive Versus Inferential Statistics; Measures of Central Tendency; Mean; Median; Mode; Frequency Distributions; SPSS and Frequency Distributions; Frequency Distributions and Charts; Skewness and Kurtosis; Measures of Variability; Range; Sum of Squares; Variance; Standard Deviation; Dataset Variability; Conclusion; CHAPTER 15 Chi-Square (?2) Test of Independence; Case Study Introduction; Chi-Square Background Information; Step-by-Step Approach to the Chi-Square Test of Independence; Computer Printouts of the Chi-Square Test of Independence; SPSS and Chi-Squares; APA Write-Up Discussion of Findings; Post Hoc APA Write-Up; Biological Sex and Book Edition; APA Write-Up; Discussion of Brummans and Miller’s Article; Article Purpose; Methodology; Results; Chi-Squares Outside Academia; Conclusion; CHAPTER 16 Independent Samples t Tests; Case Study Introduction; Independent Samples t Test Background Information; Step-by-Step Approach to the Independent t Test; Computer Printouts of the Independent t Test; SPSS and t Tests; APA Write-Up (SPSS) Discussion of Findings; Biological Sex and Communication Apprehension; APA Write-Up (SPSS) Discussion; Calculating Effect Sizes; Discussion of the Weber, Fornash, Corrigan, and Neupauer Article; Article Purpose; Methodology; Results; Paired t Tests; t Tests Outside Academia; Conclusion; CHAPTER 17 One-Way Analysis of Variance; Case Study Introduction; One-Way ANOVA Background Information; Step-by-Step Approach to the One-Way ANOVA; Computer Printouts of the One-Way ANOVA; SPSS and One-Way ANOVAs; Multiple Comparison Tests; APA Write-Up (Without Chart); APA Write-Up (With Chart); Discussion of Findings; Political Affiliation and Humor Assessment; APA Write-Up; Discussion; Discussion of the Boiarsky et al. Article; Article Purpose; Methodology; Results; One-way ANOVAs Outside Academia; Conclusion; CHAPTER 18 Correlation; Correlation Background Information; Types of Relationships; Correlation Not Causation; Correlation Assumptions; Case Study Introduction; Step-by-Step Approach to the Pearson Product-Moment Correlation; Computer Printouts of the Pearson Product-Moment Correlation; SPSS and Pearson Product-Moment Correlations; APA Write-Up; Discussion; Relationships among CA, WTC, and Beliefs about Public Speaking; APA Write-Up; A Note About R; Reading Large Correlation Tables; Discussion of the Chesebro Article; Article Purpose; Methodology; Results; Discussion of the Punyanunt Article; Article Purpose; Methodology; Results; Correlations Outside Academia; Conclusion; CHAPTER 19 Regression; Case Study Introduction; Regression Background Information; Step-by-Step Approach to a Linear Regression; Computer Printouts of the Linear Regression; SPSS and Simple Linear Regressions; APA Write-Up; Discussion; Relationships between CA and Beliefs about Public Speaking; APA Write-Up; Understanding Multiple Linear Regressions; APA Write-Up; Discussion; Discussion of the Wrench and Booth-Butterfield Article; Article Purpose; Methodology; Results; Discussion of the Rocca and Vogl-Bauer Article; Article Purpose; Methodology; Results; Regressions Outside Academia; Conclusion; CHAPTER 20 Presenting Research; Writing a Discussion Section; Providing a Summary of Major Findings; Providing an Interpretation of Findings; Discussing the Relationship Between Findings and Previous Studies; Acknowledging Limitations; Discussing Implications and Future Directions; Writing the Abstract; Presenting at Conferences; Divisions and Interest Groups; Submitting Research For Conference Review; Types of Conference Presentations; Paper Presentations; Poster Presentations; Scholar-to-Scholar Posters; Panel Discussions; Publication; Journal Review Process; Submission Process; Review Process; Research Outside the Walls of Academia; Writing For Business; Research and The General Public; Writing Statistical Stories; Infographics; Conclusion; Appendix A Qualitative Research (Available online: https://oup-arc.com/wrench); Appendix B Textbook Questionnaire (Available online: https://oup-arc.com/wrench); Appendix C Open-Source Statistical Software Alternatives (Available online: https://oup-arc.com/wrench); Appendix D Big Data (Available online: https://oup-arc.com/wrench); Appendix E Advanced Statistical Procedures (Available online: https://oup-arc.com/wrench); Glossary; Index

Trade Policy 买家须知