Review for Final

1
Review for Final

• Human Communication Studies 308, Spring 2004

2
Material covered

• Chapter 15 (ANOVA)
• Sparks and Ogles (ANOVA)
• Chpts 22 23 (Multiple regression)
• Zimmerman (Multiple regression)
• Survey experimental research (lecture)
• Reliability and validity (lecture)
• Content analysis (Honeycutt article)
• Paper presentation (notes)
• Burleson et al. article

3
The big picture

• STEP ONE Theorize about phenomena
• STEP TWO Write hypotheses and research questions
• STEP THREE Research design
• Experimental, survey, or field?
• Qualitative or quantitative?
• Number of groups, respondents, control variables.
• STEP FOUR Measurement
• Existing data, coding or survey?
• Reliability or validity
• STEP FIVE Analysis Driven by number and type
  of variables

4
STEP 3 DESIGN ISSUES

• How to get your data
• Survey Best with opinion, loses validity when
  ask to recall or ask what youd do
• Laboratory You create behavior less valid than
  field, but at least its not recall.
• Field Valid, little control.
• What type of study to do
• Qualitative or quantitative?
• If qualitative, ethnography or focus group?
• If qualitative, whats your stance on
  quantitative?
• Number of variables
• Control and demographic stuff
• Interactions, etc.
• Categorical or continuous?

5
STEP 4 RELIABILITY AND VALIDITY

• Validity Researcher judgment no statistic
• Reliability
• Categorical coding Cohens kappa
• .75 or better .4 OK
• Continuous survey Alpha
• .8 or better .7 OK, less is shady
• There are others we didnt study that might come
  up

6
STEP 5 New Analysis Tools

• ANOVA
• Multiple categorical IVs
• One continuous DV
• (multiple DV MANOVA)
• MULTIPLE REGRESSION
• Multiple continuous IVs
• One continuous DV
• (Multiple DV Canonical correlation)

7
Format stuff

• Multiple choice
• Read printouts
• Questions about Burleson et al.
• Rote learning about the articles and chapters
• Scantron 882