Bài giảng Chapter 9 Surveys, Questionnaires, and PollsMost commonly used quantitative method Used for obtaining information about what people do, and respondents’ attitudes or characteristics In experimental, quasi-experimental, and descriptive research designs
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Bài giảng Chapter 8 Quantitative Research DesignsThe Experimental Framework Used to determine causation Conducted in lab or other controlled setting To control for extraneous influences Independent variable is manipulated by researcher Participants randomly assigned to conditions or treatments
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Bài giảng Chapter 7 Sampling, Significance Levels, and Hypothesis TestingThree scientific traditions critical to experimental research Sampling Significance levels Hypothesis testing
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Bài giảng Chapter 6 MeasurementAssociated with quantitative studies Numbers used as a tool for identifying and presenting information Links the conceptual to the empirical Necessary to conduct quantitative research
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Bài giảng Chapter 5 Research EthicsAll researchers, even students, have a responsibility to conduct ethical research Participants in research studies should know and understand their rights and responsibilities Ethical considerations are part of the design of the research project
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Bài giảng Chapter 4 Introduction to Qualitative ResearchEffective in capturing complexity of communication phenomena Sensitive to social construction of meaning Emphasizes communication environment of interactants
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Bài giảng Chapter 3 Introduction to Quantitative ResearchQuantity is the unit of analysis Amounts Frequencies Degrees Values Intensity Uses statistics for greater precision and objectivity Based on the deductive model
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Bài giảng Chapter 2 The Research Process: Getting StartedResearcher as a detective Seeking answers to questions Answer exists, but is unknown to you If the answer is not known or available, conduct research to find the answer Research process depends on your abilities to search for and track down information
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Bài giảng Chapter 1 Introduction to Research in CommunicationResearch: Process of asking questions and finding answers Application of scientific and systematic procedures Assumes that patterns can be uncovered Empirically based methods
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Bài giảng Quản trị thương hiệu - Chapter 17 Reading and Writing the Qualitative Research ReportA qualitative study is not complete until the research report is written Significantly different from quantitative report Researcher analyzes data and writes the analysis in back-and-forth reflective steps Writing the report is part of developing the interpretation of the data
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