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Communication Research Statistics

Communication Research Statistics

June 2006 | 600 pages | SAGE Publications, Inc
Written in an accessible style using simple and direct language, Communication Research Statistics guides students through the statistics actually used in most empirical research in communication and the social sciences. This book is the only work in communication that includes details on statistical analysis of data with a full set of data analysis instructions based on SPSS 12 and Excel.
Section One: Introduction to Statistical Analyses
1. Using Statistics to Conduct Quantitative Research
A World of Statistics

Why Do Quantitative Research?

Typical Steps Involved in Quantitative Research

2. Collecting Data on Variables
Variables and Hypotheses

Measurement of Variables


Section Two: Descriptive Statistics
3. Central Tendency
Doing a Study and Reporting Descriptive Information

Typical Measures of Central Tendency

Relations among Mean Median and Mode

4. Looking at Variability and Dispersion
Assessing Dispersion

The Relationship Between Measures of Central Tendency and Variability

Examining Distributions

5. Correlations
The Notion of Correlation

Elements of the Correlation

Computing the Pearson Product-Moment Correlation

Matters Affecting Correlations

Methods of Correlations

Alternative Forms of Association

6. Ensuring Reliability and Validity
The Notion of Measurement Acceptability

How to Do a study of Measurement Adequacy



The Relation of Validity to Reliability

Section Three: Inferential Statistics
7. Statistical Significance Hypothesis Testing when Comparing Two Means
Doing a Study that Tests a Hypothesis of Differences Between Means

Assumptions in Parametric Hypothesis Testing

Comparing Sample and Population Means

Comparing the Means of Two Sample Groups: The Two-Sample t Test

Comparing Means Differences of Paired Scores: The Paired Difference t

Assessing Power

8. Comparing More than Two Means: One-Way Analysis of Variance
Hypothesis Testing for More than Two Means

The Analysis of Variance Hypothesis Test

What after ANOVA? Multiple Comparison Tests

Extensions of Analysis of Variance

9. Factorial Analysis of Variance
Doing a Study that Involves More than One Independent Variable

Types of Effect to Test

Computing the Fixed-Effect ANOVA

Random and Mixed-Effects Designs

Section Four: Nonparametric Tests
10. Nonparametric Tests for Categorical Variables
The Notion of "Distribution-Free" Statistics

Conducting a Study that Requires Nonparametric Tests of Categorical Data

The Chi-Square Test

Alternatives to Chi-Square for Frequency Data

11. Nonparametric Tests for Rank Order Dependent Variables
Doing a Study Involving Ordinal Dependent Variables

Comparing Ranks of One Group to Presumed Populations Characteristics: Analogous Tests to One-Sample t Tests

Comparing Ranks from Two Sample Groups

Comparing Ranks from More than Two Sample Groups: Analogous Tests to One-Way ANOVA

Section Five: Advanced Statistical Applications
12. Meta-Analysis
Meta-Analysis: An Alternative to Artistic Literature Reviews

Conducting the Meta-Analysis Study

Using Computer Techniques to Perform Meta-Analysis

13. Multiple Regression Correlation
Contrasting Bivariate Correlation and Multiple Regression Correlation

Components of Multiple Correlations

How to Do a Multiple Regression Correlation Study

14. Extensions of Multiple Regression Correlation
Using Categorical Predictors

Contrasting Full and Reduced Models: Hierarchical Analysis

Interaction Effects

Examining Nonlinear Effects

15. Exploratory Factor Analysis
Forms of Factor Analysis

The Notion of Multivariate Analyses

Exploratory Factor Analysis

16. Confirmatory Factor Analysis Through the AMOS Program
The Notion of Confirmatory Factor Analysis

Using the AMOS Program for Confirmatory Factor Analysis

17. Modeling Communication Behavior
The Goals of Modeling

How to Do a Modeling Study

Path Models

Using the AMOS Program

Appendix A: Using Excel XP to Analyze Data
Getting Ready to Run Statistics With Excel

Handling Data

Using the Menu Bar


How to Run Statistics From the Analysis ToolPak

Using Functions

Appendix B: Using SPSS 12 for Windows
How to enter and Screen Your Own Data in SPSS

How to Enter Data From a Word Processor

How to Create Indexes From Scales

Commands in the SPSS System

Dealing With Output

Alternative Editing Environments

Appendix C: Tables
About the Author

"Reinard sets forth a solid intermediate level statistics book that could serve students in advanced researcg classes quite well. In essence, this text would help with the quagmire many students encounter when reading statistics books."

S.-A. Welch
The Review of Communication

"Each chapter provides a minimum of formulae and avoids complex numerical computations. To some, this approach will appear to be the end of the world as we know it. But, in my experience, detailed examination of statistical formulae via hand computations leads to anxiety about arithmetic rather than a deepening of understanding of statistics for a majority of students. It is only after the anxiety is dealt with, and the student has a degree of facility with statistics, that a deepening understanding can occur with such methods. The book adopts a conceptual rather than a computational approach, and this is to be commended."

Stephen Cox
Australian Centre for Business Research, Queensland University of Technology

A well-written book, suitable for both undergraduate and postgraduate students. The book cover both elementary and intermediate statistics, and provides some background information about the formula used to calculate the statistics without alienating the reader.

Dr Mansour Pourmehdi
Department of Sociology, Manchester Metropolitan University
October 1, 2015

A very good book easy to understand and apply the context covered in ones own research. Has been welcomed by students in my course.

Quality and Operation Management, University of Johannesburg
September 6, 2015

Sample Materials & Chapters

Chapter 7

Chapter 9

Chapter 17

For instructors

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ISBN: 9780761929871

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