Quantitative Research in Communication

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.

Table of Contents:
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