• Bài giảng Quản trị thương hiệu - Chapter 15 Qualitative MethodsBài giảng Quản trị thương hiệu - Chapter 15 Qualitative Methods

    Researcher using qualitative methods needs theoretical and social sensitivity Balance what is being observed with what is known Recognize subjective role of the researcher Think abstractly and make connections among data collected

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  • Bài giảng Quản trị thương hiệu - Chapter 14 Designing Qualitative ResearchBài giảng Quản trị thương hiệu - Chapter 14 Designing Qualitative Research

    Variety of methodologies Researcher is primary data collection instrument Participation and observation are integrated Focuses on specific interactants in specific communication contexts and events

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  • Bài giảng Quản trị thương hiệu - Chapter 13 Analyzing ContentBài giảng Quản trị thương hiệu - Chapter 13 Analyzing Content

    Study of texts or messages is central to the communication discipline A variety of data collection and analytical methods Content analysis -- quantitative Interaction analysis -- quantitative Conversation analysis -- qualitative

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  • Chapter 11 Testing for DifferencesChapter 11 Testing for Differences

    Differences betweens groups or categories of the independent variable Statistical tests of difference reveal whether the differences observed are greater than differences that might occur by chance Chi-square t-test ANOVA

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  • Chapter 10 Descriptive StatisticsChapter 10 Descriptive Statistics

    Numbers One tool for collecting data about communication phenomena Capture quality, intensity, value, or degree Only meaningful if they are interpreted Operationalizations specify how data are collected and become numerical

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  • Bài giảng Quản trị thương hiệu - Chapter 7 Sampling, Significance Levels, and Hypothesis TestingBài giảng Quản trị thương hiệu - Chapter 7 Sampling, Significance Levels, and Hypothesis Testing

    Three scientific traditions critical to experimental research Sampling Significance levels Hypothesis testing

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  • Chapter 6 MeasurementChapter 6 Measurement

    Associated 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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  • Chapter 5 Research EthicsChapter 5 Research Ethics

    All 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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  • Chapter 4 Introduction to Qualitative ResearchChapter 4 Introduction to Qualitative Research

    Effective in capturing complexity of communication phenomena Sensitive to social construction of meaning Emphasizes communication environment of interactants

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  • Chapter 3 Introduction to Quantitative ResearchChapter 3 Introduction to Quantitative Research

    Based on the deductive model Quantity is the unit of analysis Amounts Frequencies Degrees Values Intensity Uses statistics for greater precision and objectivity

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