Documente Academic
Documente Profesional
Documente Cultură
Quantitative
Research
Descriptive Research
Research
recording,
exist
*
Involves
of
particular
individual,
situation,
or
group
**
09/01/2016
Experimental Research
describes
bbdash@yahoo.com
09/01/2016
Historical Research
Involves investigating, recording, analyzing,
bbdash@yahoo.com
09/01/2016
Qualitative
Quantitative
In quantitative research we
classify features, count them, and
construct statistical models in an
attempt to explain what is
observed.
09/01/2016
09/01/2016
c. Emphasis on process
Quantitative research tends to view social life
in terms of processes
There is often a concern to show how events
bbdash@yahoo.com
09/01/2016
bbdash@yahoo.com
09/01/2016
bbdash@yahoo.com
09/01/2016
Steps In Qualitative
Research
1.General Research Questions
5. Conceptual/theoretical work
Tighter specification of research questions
6. Write up findings/conclusions
bbdash@yahoo.com
09/01/2016
09/01/2016
based approach)
The collection and qualitative analysis of text and
documents
bbdash@yahoo.com
09/01/2016
bbdash@yahoo.com
09/01/2016
b) Difficult to replicate
Unstructured nature and reliance on researchers
between
researchers
in
determining
what
is
significant
Responses of participants is likely to be affected by the
characteristics of the researcher (personality, age, gender etc)
Unstructured data leads to interpretation profoundly influenced
by subjective leaning of a researcher
bbdash@yahoo.com
09/01/2016
c) Problems of generalization
The scope of findings of is restricted
Findings are to be generalized to theory rather
than to population
Moderatum generalization that is, one in
which aspects of the focus of enquiry (e.g., a
group of football hooligans) can be seen to be
instances of a broader set of recognizable
features
d) Lack of transparency
It is sometimes difficult to establish what the
researcher actually did and how s/he arrived at
the studys conclusion
bbdash@yahoo.com
09/01/2016
objectivity
Based on the deductive model
bbdash@yahoo.com
09/01/2016
objective
Research literature
Research
questions
and
hypotheses
Selecting
appropriate
methods
Validity
and
reliability of the
09/01/2016
bbdash@yahoo.com
data
elements
Construct
Theoretical
Variable
Presented in research questions and hypotheses
Operationalization
Specifically
how
the
variable
is
observed
or
measured
bbdash@yahoo.com
09/01/2016
Research Hypotheses
for Quantitative Research
Educated guess or presumption based on
literature
States the nature of the relationship between
two or more variables
Predicts the research outcome
Research
study designed to test the
relationship described in the hypothesis
bbdash@yahoo.com
09/01/2016
Quantitative
Research Hypotheses
Directional hypothesis
Precise statement indicating the nature and
direction
of
the
between variables
relationship/difference
Non-directional hypothesis
States only that relationship/difference will
occur
bbdash@yahoo.com
09/01/2016
Assessing Hypotheses
Simply stated?
Single sentence?
At least two variables?
Variables clearly stated?
Is the relationship/difference
stated?
Testable?
bbdash@yahoo.com
precisely
09/01/2016
Null Hypotheses
Implicit
bbdash@yahoo.com
09/01/2016
Research Traditions
in the Use of Hypotheses
Hypotheses are always tentative
Research
hypothesis,
not
the
null
hypothesis, is the focus of the research and
presented in the research report
bbdash@yahoo.com
09/01/2016
Research Questions
in Quantitative Research
Preferred when little is known about a
communication phenomenon
Used
when previous studies report
conflicting results
Used
to
describe
communication
phenomena
bbdash@yahoo.com
09/01/2016
Types of Variables
Variable
Element that is identified in the hypothesis or
research question
Property or characteristic of people or things
that varies in quality or magnitude
Must have two or more levels
Must be identified as independent
or
dependent
bbdash@yahoo.com
09/01/2016
Independent Variables
Manipulation or variation of this variable is
bbdash@yahoo.com
09/01/2016
Dependent Variables
The variable of primary interest
Research
question/hypothesis
describes,
explains, or predicts changes in it
The variable that is influenced or changed by
the independent variable
In
bbdash@yahoo.com
called
09/01/2016
bbdash@yahoo.com
09/01/2016
Intervening and
Confounding Variables
Intervening variable
Explains or provides a link between IV and
DV
Relationship between the IV and DV can only
be explained when the intervening variable is
present
Confounding variable
Confuses
09/01/2016
Operationalizing Variables
All variables need an operationalization
Multiple operationalizations exist for
variables
Specifies the way in
observed or measured
which
most
variable
is
bbdash@yahoo.com
09/01/2016
exact comparisons
Generalization of findings
Limitations
Cannot capture complexity of communication
over time
Difficult to apply
environments
bbdash@yahoo.com
outside
of
controlled
09/01/2016
in reactions of participants
Validity = truth - Does it measure what it
intended to measure?
When reliability and validity are achieved,
data are free from systematic errors
bbdash@yahoo.com
09/01/2016
bbdash@yahoo.com
09/01/2016
Other Sources of
Variation
Variation
must
represent
differences
Other sources of variation
true
09/01/2016