Straight Talk About Communication Research Methods

Researchers are like detectives. Both are trying to find something out. Both are asking and answering questions. Both are trying to put together a puzzle to come up with a solution. In both, answering questions leads to more questions. And, in both, seeing patterns is crucial to solving the puzzle. Straight Talk about Communication Research Methods presents the foundations of research methods, the choices scholars make, and the methodological decisions driving communication scholarship to balance one's desire to know and inquire into interesting communication questions while instilling an enthusiasm about the process! Featuring a student friendly writing style, Straight Talk about Communication Research Methods is built on adult learning theory - information is given in small chunks that build upon each other, repeating then expanding knowledge. Featuring updated information and examples, the new third edition of Straight Talk about Communication Research Methods: *Is Modern! The text includes material on conducting research on, and involving, social and digital media. *Is Practical! Examples of how students might use communication research methods in business and industry jobs after graduation are integrated throughout. *Is Groundbreaking! The text features four chapters that summarize new qualitative research methods along with comprehensive instructions on how to conduct these research methods. *Is Interactive! A seamlessly integrated enhanced learning package provides both students and instructors access to online content, interactive exercises and more.

Table of Contents:
Preface Acknowledgments About the Authors PART 1: INTRODUCTION TO COMMUNICATION RESEARCH Chapter 1: What Is Communication Research? Chapter Outline Key Terms Chapter Objectives What Will You Do with the Information You Learn in this Course? What Is Research? Research Communication as Social Research Communication as Humanities Research Communication as Critical or Cultural Research How Is Research Knowledge Distributed? Academic Publishing Social Dialogue and Public Policy Communication in the Popular Press How Do We Know What We Know? Where Does Knowledge Come From? Experience Tenacity Authority Traditions, Customs, and Faith Magic, Superstition, and/or Mysticism Intuition or Hunches A Priori Reasoning What's Wrong with Everyday Ways of Knowing? Accuracy Overgeneralization Cognitive Conservatism Contradictory Knowledge Scientific Reasoning What Do Communication Researchers Do? What Specific Areas Do Communication Researchers Study? Scholarly Research Applied Research Nothing as Practical as a Good Theory What Are Some Examples of Communication Research? Where Do Communication Researchers Study? In Businesses and Organizations In Media In Health Care In Interpersonal Interactions So What? Glossary References Chapter 2: Metatheoretical Considerations, Research Perspectives, and Research Paradigms Chapter Outline Key Terms Chapter Objectives What Are the Goals and Methods of Communication Scholars and Everyday Observers? Metatheoretical Considerations Ontology Epistemology Axiology Research Perspectives and Paradigms Positivism Interpretivism Critical Perspective Types of Research Proprietary Research Scholarly Research Characteristics of Scholarly Research Two Logical Systems Inductive Model Deductive Model Model of Deduction/Induction Qualitative and Quantitative Research Qualitative Research Quantitative Research So What? Glossary References Chapter 3: Discovering What's Already Known: Library Research Chapter Outline Key Terms Chapter Objectives What Are the Purposes of Library Research? Types of Research Primary Research Secondary Research Phases of Research Using Library Research to Come Up with Your Research Question Research Sources Scholarly Journals How Do You Access Scholarly Journals? Finding Research Sources Using Search Strategies Evaluating Research Sources How to Read a Journal Article Taking Notes on Research So What? Glossary References Chapter 4: Writing a Literature Review Chapter Outline Key Terms Chapter Objectives What's the Purpose of a Literature Review? What Is a Literature Review? Annotated Bibliography versus Synthesis of the Literature Organizing the Literature Review Citations Avoiding Plagiarism Writing Styles American Psychological Association (APA) Style (6th edition, 2nd printing) Body of the Paper Reference List In-Text Citations Modern Language Association (MLA) Style (8th edition) Chicago Style (16th edition) Common Grammatical Errors So What? Glossary References PART 2: PREPARING TO CONDUCT RESEARCH Chapter 5: Research Questions, Objectives, and Hypotheses Chapter Outline Key Terms Chapter Objectives How Do You Design Good Quality Research through Appropriate Questions and Hypotheses? What Are the Functions of Theory, Research Objectives, Research Questions, and Hypotheses? What Are Research Objectives? How Do You Ask Research Questions? Types of Research Questions about Communication Questions of Definition Questions of Fact What Are Research Hypotheses? Null Hypotheses Forms of Relationships in Hypotheses Directional and Nondirectional Hypotheses How Do You Set Up Good Research Questions? Conceptual Definitions Operational Definitions What Are the Boundaries of Research Questions and Hypotheses? How Is Metatheory Related to Research Questions and Hypotheses? So What? Glossary References Chapter 6: Understanding Research Ethics Chapter Outline Key Terms Chapter Objectives Why Do We Care about Human Subjects Protection? How Do We Follow Research Ethics and Ethical Guidelines? Respect for Persons and Informed Consent Nonmaleficence and Beneficence Justice Including Participants in Co-Constructed Research Ethics in Reporting Findings Who Oversees Research Ethics? Institutional Review Boards (IRBs) How Do We Maintain Ethics through all Research Phases? So What? Glossary References Chapter 7: Understanding Variables Chapter Outline Key Terms Chapter Objectives What Is the Function of Variables in Communication Research? What Is a Variable? Revisiting Conceptual and Operational Definitions Conceptual Definitions Operational Definitions Measured Operational Definitions Experimental Operational Definitions Operationalizing: Matching Your Variables to Your Study Conceptual Fit Measuring Variables Self-Report Social Desirability Bias in Self-Report data Other Report Limitations in Other Reports Observing Behavior Hawthorne Effect Bias in Observing Behaviors Triangulation Measurement Nominal Level Measurement Ordinal Level Measurement Interval Level Measurement Likert Scale Semantic Differential Scale Ratio Level Measurement Types of Variables Independent Variables Dependent Variables Examples of Independent and Dependent Variables Extraneous Variables Confounding Variables Mediating Variables Moderating Variables The Different Types of Relationships between Variables Reversible and Irreversible Relationships Deterministic and Stochastic Relationships Sequential and Coextensive Relationships Sufficient and Contingent Relationships Necessary and Substitutable Relationships The Dimensions of Variables Unidimensional Concepts Multidimensional Concepts So What? Glossary References Chapter 8: Understanding Sampling Chapter Outline Key Terms Chapter Objectives How Important Is Sampling? Sampling Theory Generalizability and Representation Sampling Frame Unit of Analysis or Sampling Units Sampling in Quantitative Research Sampling Methods Random Sampling Simple Random Sample Systematic Random Sample Stratified Sample Proportional Stratified Sample Cluster Sampling Nonrandom Sampling Convenience Sample Volunteer Sample Snowball Sampling Network Sampling Advantages and Disadvantages Response Rate and Refusal Rate Sample Size and Power Sampling in Qualitative Research Sampling Methods Purposive Sampling Quota Sampling Maximum Variation Sampling Theoretical Construct Sampling Typical and Extreme Instance Sampling Sample Size and Data Saturation So What? Glossary References Chapter 9: Ensuring Validity, Reliability, and Credibility Chapter Outline Key Terms Chapter Objectives Thinking about the Quality of Your Observations What Is Reliable? What Is Valid? What Is Credible? Reliability Physical and Social Measurement Random Error Types of Reliability Test-Retest Alternate Form Split-Half Item-Total Inter-Coder Reliability Statistics Validity Knowing What You Are Measuring Face Validity Criterion Validity Predictive Validity Concurrent Validity Construct Validity Convergent Validity Discriminant Validity Validity and Reliability Examples Problems with Participants and Procedures History Maturation Testing Instrumentation Hawthorne Effect External Validity Threats Ecological Validity Threats Credibility Member Checks Data Triangulation Credible Data Gathering, Coding, and Writing Peer Reviews So What? Glossary References PART 3: RESEARCH UNDER THE QUANTITATIVE PARADIGM Chapter 10: Survey Research Chapter Outline Key Terms Chapter Objectives Why Surveys? Survey Research Applications of Survey Research Survey Research Measuring Attitudes Survey Research Measuring Retrospective Behaviors Political Polls Evaluation Research Market Research Design Concerns Sampling Cross-Sectional Design Longitudinal Design Trend Study Cohort Study Panel Study Measurement Techniques Constructing a Survey Questionnaire Writing Survey Questions Strategies for Questions Types of Questions Structure and Arrangement of Questions How to Choose the Right Format Survey Administration Researcher-Administered Self-Administered Interviews Relative Pros/Cons of Different Survey Methods So What? Glossary References Chapter 11: Quantitative Analysis of Text and Words: Content and Interaction Analysis Chapter Outline Key Terms Chapter Objectives Exploring Quantitative Content Analysis Why Analyze Content? Content Analysis Versus Interaction Analysis Content Structure Distributional Structure Interactive Structure Sequential Structure Content Analysis Logic Unitizing Sampling Units Recording Units Context Units Sampling Random Sampling Stratified Sampling Systematic Sampling Cluster Sampling Reliability Coder Training Inter-coder Reliability An Example of the Content Analysis Process So What? Glossary References Chapter 12: Experiments Chapter Outline Key Terms Chapter Objectives What Is an Experiment? Independent and Dependent Variables What Are Independent Variables? What Are Dependent Variables? Good Questions for Experiments Understanding Experimental Notation and Language Observation Induction Random Assignment Terminology Designs and Validity Preexperimental Designs One Shot Case Study Design One Group Pretest Posttest Design Static Group Comparison Design Quasi-Experimental Designs Time-Series Design Nonequivalent Control Group Design Multiple Time-Series Design True Experimental Designs Pretest Posttest Control Group Design Posttest-Only Control Group Design Solomon Four-Group Design Factorial Design Field and Natural Experiments So What? Glossary References Chapter 13: Writing, Analyzing, and Critiquing Quantitative Research Chapter Outline Key Terms Chapter Objectives Now That I Have My Quantitative Data, What Do I Do with It? Statistical Analysis of Quantitative Data Know Your Variables, Research Questions, and Hypotheses Describing or Summarizing Your Variables Measures of Central Tendency Frequencies and Visual Representation of Data Measures of Dispersion Comparing Groups to See if They Are the Same or Different Nominal Data Ordinal Data Interval or Ratio (Scale) Data Testing for Relationships (Association) between Two or More Variables Nominal Data Ordinal Data Ratio Data Specific Uses of Statistical Analysis Content Analysis Survey Research t-Test Example Regression Example Experiments Chi Square Example Analysis of Variance Example Writing Quantitative Findings General Information about Quantitative Writing Elements of the Paper Introduction and Literature Review RQs or H Method Results Discussion Evaluating and Critiquing Quantitative Research So What? Glossary References PART 4: RESEARCH UNDER THE QUALITATIVE PARADIGM Chapter 14: Introduction to Qualitative communication Research Chapter Outline Key Terms Chapter Objectives Qualitative Approaches to Research Qualitative Communication Research Paradigms Social Science Paradigm Social Constructionist Paradigm Arts and Humanities Paradigm Rhetorical Paradigm Interpretive Research General Characteristics of Qualitative Research Research Questions or Study Objectives in Qualitative Research The Role of Theory in Qualitative Research Sampling in Qualitative Research Data Collection in Qualitative Research Observations Types of observers Types of observations What observers observe Field notes In-Depth Interviews Types of Interviews Types of Questions Interviewing Tips Listening in an Interview Probing and Clarifying Challenges to Interviewing Data Transcription Challenges to Transcription Texts and Artifacts Ethics in Qualitative Research Human Subjects Protection Caring for Participants Reflexivity Participants as Co-Researchers Analyzing and Writing Qualitative Research Coding Reading the Data and Making Analytical Notations Developing a Code List Coding your Data Card Pile Sort Approach to Coding Methods of Categorizing Thematic Analysis Analysis by Sensitizing Concepts Frame Analysis Social Network Analysis Event Analysis Schema Analysis Interpretive Thematic Analysis Analyzing Qualitative Data Writing Qualitative Findings Summary or Traditional Method of Writing Dramatic or Scenic Method of Writing Writing Performance Texts Evaluating and Critiquing Qualitative Research Ethical Criteria Significance Criteria RQ Criteria Design/Methodology Criteria Sampling Criteria Data Collection Criteria Analysis Criteria Writing Criteria Credibility Criteria So What? Glossary References Chapter 15: Social Science Qualitative Approaches to Communication Research Chapter Outline Key Terms Chapter Objectives Social Science Paradigm Ethnography Chicago School of Ethnography Ethnomethodology Ethnography of Communication Appropriate Research Questions Answered by Ethnography The Role of Theory in Ethnographic Research Sampling in Ethnography Selecting and accessing a field site Ethical Concerns Specific to Ethnographic Research Data Collection in Ethnography Analysis in Ethnography Writing Ethnographic Findings Examples of Ethnography Focus Groups Appropriate Research Questions Answered by Focus Groups The Role of Theory in Focus Group Research Sampling in Focus Group Research Data Collection in Focus Groups Focus group moderating or facilitating Ethical Concerns Specific to Focus Group Research Analyzing Focus Groups Writing/Presenting the Findings of Focus Group Research Scholarly Examples of Focus Group Research Industry Examples of Focus Group Research Grounded Theory Appropriate Research Questions Answered by Grounded Theory Research The Role of Theory in Grounded Theory Research Sampling in Grounded Theory Research Data Collection in Grounded Theory Research Coding and Analysis in Grounded Theory Research Writing Grounded Theory Findings Examples of Grounded Theory Research Phenomenology Appropriate Research Questions Answered by Phenomenology Sampling in Phenomenology Data Collection in Phenomenology Analysis in Phenomenology Writing the Findings in Phenomenology Examples of Phenomenology Case Study Appropriate Research Questions Answered by Case Studies Sampling in Case Study Research Data Collection in Case Study Research Analysis and Reporting Case Study Research Examples of Case Study Research Discourse Analysis Research Questions Addressed by Discourse Analysis Data Collection in Discourse Analysis Coding in Discourse Analysis Writing Discourse Analysis Findings Examples of Discourse Analysis Conversation Analysis (CA) Appropriate Research Questions Answered by Conversation Analysis Sampling in Conversation Analysis Data Collection in Conversation Analysis Transcription in Conversation Analysis (CA) Coding in Conversation Analysis (CA) Writing CA Findings Examples of Conversation Analysis Qualitative Content Analysis Sampling in Qualitative Content Analysis Coding in Qualitative Content Analysis So What? Glossary References Chapter 16: Social Constructionist and Arts-Based Qualitative Approaches to Communication Research Chapter Outline Key Terms Chapter Objectives Social Constructionist Paradigm Characteristics of Research Under the Social Constructionist Paradigm Autoethnography and Personal Narratives Appropriate Research Questions Answered by Autoethnography The Role of Theory in Autoethnographic Research Ethical Concerns Specific to Autoethnography Sampling and Data Collection in Autoethnography Analysis in Autoethnography Examples of Autoethnography Critical and Feminist Ethnography Appropriate Research Questions Answered by Critical Ethnography How Critical Ethnography Uses/Incorporates Theory Ethical Concerns Specific to Critical Ethnography Data Collection in Critical Ethnography Analysis and Writing in Critical Ethnography Communication Activism and CBPR Examples of Critical and Feminist Ethnography Holistic Ethnography Digital and Online Ethnography Appropriate Research Questions for Digital Ethnography Ethical Considerations for Digital Ethnography Data Collection in Digital Ethnography Analysis and Reporting in Digital Ethnography Examples of Digital Ethnography Arts-Based Paradigm Characteristics of Research Under the Arts-Based Paradigm Performance Studies Ethnodrama and Ethnotheatre Research Questions Appropriate for Ethnodrama and Ethnotheatre Ethical Issues in Ethnodrama and Ethnotheatre Data Collection in Ethnodrama and Ethnotheatre Analysis in Ethnodrama and Ethnotheatre Writing Ethnodrama and Ethnotheatre Performative Writing Examples of Performative Writing Poetic Ethnography Fiction as Method Documentary, Video, or Visual Ethnography Other Types of Arts-Based Research Methods So What? Glossary References Chapter 17: Rhetorical Approaches to Communication Research Chapter Outline Key Words Chapter Objectives Characteristics of Rhetorical Criticism Appropriate Research Questions Answered by Rhetorical Criticism Data in Rhetorical Criticism Writing Rhetorical Criticism Aristotelian Rhetoric Narratives and Rhetorical Criticism Burkean Criticism Cultural Criticism Semiotics Rhetorical Criticism in the Workplace So What? Glossary References Appendices Appendix A: Writing Research Proposals Appendix B: Sample Informed Consent Form Appendix C: How Your Objective, Research Question, and/or Hypothesis Relates to Your Methodology Appendix D: Statistics Decision Chart Appendix E: Style Manual Summary (APA, MLA, Chicago) Index