Research Methods and the New Media

The "new media" -- interactive videodiscs, telecommunications, computers, VCRs, teletext systems, and more -- present researchers with new challenges when it comes to studying practical applications or theoretical effects. This valuable volume aids researchers in first recognizing the special qualities of interactivity, demassification, and asynchroneity that the new media have created and to instruct professional researchers and students in alternative research methods, multiple methods, and the triangulation of results. For the first time, a variety of methods are examined as they apply to new media research, including mathematical modeling, controlled experiments, quasiexperiments, surveys, longitudinal studies, field studies, archival and secondary research, futures research and forecasting, content analysis, case studies, and focus groups. Whether the problem to be researched is as focused as considering the cost-benefit for a school wishing to adopt computers in the classroom or as wide-ranging as determining the effects of video games on child socialization, this up-to-date and thorough guide alerts researchers to the pitfalls of traditional methodology and offers a firm foundation upon which they can build reliable, accurate projects able to produce sound results.

Table of Contents:
Contents Preface PART I. Perspectives on Research on the New Media 1. Distinctions in the Study of New Media The New Media New Media -- Components and Combinations Telecommunications Computing New Service Applications Special Qualities of New Media Three Dimensions Some Distinctions of New Media Research The Research Challenge Summary 2 Trends in the Study of New Media The Influence of Communication Media on Research The Media and Research Traditions The Sequence of Media Children and Media Communication Theories and Media The Direction of Communication Research Paths Not Taken Communication Policy Analysis Expanding the Study of Media Technologies Summary 3. Choosing among Alternative Research Designs Conflicts Over Research Methods Conventional Approaches Mathematical Modeling Controlled Experiments Quasi-experiments Surveys Longitudinal Studies Field Studies Archival and Secondary Resarch Futures Research and Forecasting Content Analysis Case Studies Focus Groups Assumptions and Criticisms of Conventional and Positivist Approaches Alternative to Conventional Research Methods and Designs Sources and Rationales Interpretive Approach Contextualism Action Research Criteria for Choosing Among Designs and Methods A Triangulation Example in the Study of Word Processing Summary Notes PART II. Problems and Solutions for Research 4. Validity, Reliability, and Sampling Requirements of Research Designs A Case Study of Teletext Research Elements of Research Design Validity Reliability Sampling Studying the New Media Over Time Need for a Temporal Perspective Choices in Over-time Research Problems in Studying New Media Over Time Summary Notes 5. Adoption of New Media The Importance of Interactivity What Is the Diffusion Paradigm? The Critical Mass in the Adoption of Interactive Media Adoption of Computer-Mediated Communication Systems Implications of the Critical Mass Concept for Research Methods Forecasting the Diffusion of New Media An Emphasis on Prediction The Failure of Videodisc Players Centers of Forecasting Research How Accurate Are Forecasts? How Is the Rate of Adoption Forecast? Why Are Certain Forecasting Methods More Accurate? Can 2 Million French People Be Wrong? Summary 6. Using Computer-Monitored Data Automating Data Collection Characteristics of Computer-Monitored Data Advantages for Validity and Reliability Comparing Computer-Monitored Data to Self-Report Data Research Uses of Computer-Monitored Data Monitoring and Initiating Types of Data and Research Design Elements An Example Showing a Combination of Uses Retesting the Erie County Study with Computer-Monitored Surveys Merging Computer-Monitored Data with Questionnaire Data Data Combinations Problems Merging the Data Results Summary 7. Strategies for Studying Cases Why Do a Case Study? What Defines a Case Study? Microcomputers in the Schools: A Case Study Example Background and Problem Method Results General Steps for Designing a Case Study 1. Specify the Need for a Case Study 2. Define the Unit of Analysis 3. Plan Data-Gathering and Analyses 4. Carry Out the Research Plan Summary 8. Implementing Formative Evaluation A "Developmental" Approach Characteristics of Formative Evaluation Background Evaluation as a Research Focus Formative as Against Summative Evaluation Practical Benefits Uses with New Media Steps in Formative Evaluation 1. Define Objectives 2. Select the Scope of the Research 3. Select Data-Gathering Methods 4. Analyze Results and Provide Feedback Formative Evaluation as Mass Communications Research Summary 9. Evaluating Costs and Benefits Return on Investment Methods for Costs Analyses Types of Analyses Applications to New Media Major Steps in a Cost Analysis 1. Define the Problem 2. Select the Analysis Method 3. Gather Data 4. Conduct Analysis and Draw Conclusions Beyond Cost Analyses Summary 10. Measuring Productivity Going Beyond Costs and Benefits Productivity as Efficiency Ratios Basic Production Ratios Ratios of Revenues Relative to Personnel or Technology Return-on-Investment Ratios Ratios Relative to Value Added More on the Value-Added Concept Examples of Productivity Analyses Basic Cost-Benefit Analysis Value Added Capital-Labor Trade-off New Media as Strategic Investment Selecting Options Gaining Competitive Advantage Summary PART III. New Considerations 11. New Theoretical Approaches The Need for New Theory The Networks and New Media Network Paradigm, Data, Measures, and Methods Influence of Networks on Adoption of Computer Systems Interaction and Involvement The Nature of Interactivity Psychological Involvement and Interactive Videodiscs Social Involvement and Parasocial Interaction Summary 12. Issues of Ethics and Ideology Human Costs and Benfits Research with Human Subjects Background The Belmont Report Institutional General Assurance Practical Notes Privacy as an Example of an Ethical Issue Making Private Information Public Personal PrivacyProtecting Privacy in Research Equity as an Example of an Ethical Issue Summary Appendix: On-line Data-base Services References Index