Bài giảng Quản trị thương hiệu - Chapter 16 Reading and Writing the Quantitative Research Report

Chapter 16Reading and Writing the Quantitative Research ReportA quantitative study is not complete until the research report is writtenTypical audienceCommunication scholarsCommunication studentsMost reports use a basic format for presenting research results1Copyright c 2001 The McGraw-Hill Companies, Inc.The Literature ReviewThe framework of the research investigationBased on the literature used to design and develop the research studyPuts the present study into perspectiveHistorical overview of the variables studiedGoes beyond description of literature – includes analysis, synthesis, and critique 2Copyright c 2001 The McGraw-Hill Companies, Inc.The Problem StatementPositioned near or at the beginning of literature reviewA few sentences that identifies the research objectiveWhat is the problem?Why is this problem worthy of study?Explain why the researchers conducted the studyExplain why consumers should be interested 3Copyright c 2001 The McGraw-Hill Companies, Inc.Types of Material In the Literature ReviewFindings from empirical research reportsArticles that evaluate or propose theoryLiterature reviews that summarize an expanse of literature on a topic, issue or theoryHow many articles? 4Copyright c 2001 The McGraw-Hill Companies, Inc.Organizing the Literature ReviewChronological orderGeneral to specificContrast-comparisonTrend identificationMethodological focusProblem-cause-solutionTopical order5Copyright c 2001 The McGraw-Hill Companies, Inc.Characteristics of the Literature ReviewFirst paragraph should be a road map of the rest of the literature review When presenting others’ research distinguish between assertions and conclusions supported with dataUse signposts, headings, and transitionsUsually written in third person6Copyright c 2001 The McGraw-Hill Companies, Inc.Research Questions and HypothesesPlacementAt end of literature reviewAs they emerge from the literature reviewedEach stated separately as a simple question or sentenceUse H1, H2, or RQ17Copyright c 2001 The McGraw-Hill Companies, Inc.The Methods SectionHow was the research study executed?Description of participantsDemographic informationSampling techniques and sample sizeDescription of the research procedureWhat did the researcher do to collect data?Description of variablesOperationalizations8Copyright c 2001 The McGraw-Hill Companies, Inc.The Results SectionPresented in the order of the research questions and hypothesesFor each RQ or HStatistical test usedResults of the testSignificance level of the testDescription connecting statistical results to support for or rejection of H or to answer RQ9Copyright c 2001 The McGraw-Hill Companies, Inc.The Discussion Section Researcher’s interpretation of the resultsReconcile the findings as a wholeNot a restatement of the findingsWhat do these results mean?Implications of the resultsLink conclusions back to the literatureLimitations Future research10Copyright c 2001 The McGraw-Hill Companies, Inc.Finishing the Quantitative Research ReportTitleTitle pageAbstractState overall objectiveBrief explanation of research methodBrief summary of resultsReferencesAlphabetical by authors’ last namesMust adhere to stylistic standards11Copyright c 2001 The McGraw-Hill Companies, Inc.Using APA StyleCiting others’ workDirect citationIndirect citationCreating the reference listComplete alphabetical list by authors’ last namesIncludes all literature cited in the reportAccuracy12Copyright c 2001 The McGraw-Hill Companies, Inc.Issues in WritingPresentation affects how report is receivedCommon writing problemsCareless writingUnspecified assumptionsFailure to place study within published researchUnclear hypotheses and research questionsVague and undefined terms13Copyright c 2001 The McGraw-Hill Companies, Inc.