Communication Research Asking Questions Finding Answers 4th Edition by Joann Keyton ISBN 0078036917 9780078036910

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ISBN 10: 0078036917
ISBN 13: 9780078036910
Author: Joann Keyton

Communication Research: Asking Questions, Finding Answers covers basic research issues and processes, both quantitative and qualitative, appropriate for communication students with little or no previous research methods experience. The text’s guiding principle is that methodological choices are made from one’s research questions or hypotheses. This avoids the pitfall in which students learn one methodology or one methodological skill and then force that method to answer all types of questions. Instead of working with one methodology to answer all types of questions, students come away understanding a variety of methods and how to apply them appropriately.

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Table of contents Communication Research: Asking Questions, Finding Answers 4th Edition:

Part I: Introduction to Communication Research

1. Introduction to Communication Research

   • What is communication research?
   • The role of research in communication
   • The process of communication research: from asking questions to finding answers
   • Ethical issues in communication research

2. Types of Communication Research

   • Qualitative vs. Quantitative research
   • Descriptive, exploratory, explanatory, and predictive research
   • Applied vs. basic research
   • Mixed methods approaches

3. Research Design

   • The importance of research design
   • Types of research designs: Experimental, non-experimental, surveys, case studies, ethnography
   • Validity and reliability in research design

Part II: Developing a Research Question and Review of Literature

4. Formulating Research Questions

   • The process of developing research questions
   • The relationship between theory and research questions
   • Hypotheses vs. research questions
   • Types of research questions in communication

5. Reviewing the Literature

   • The role of the literature review in the research process
   • Conducting a literature review
   • Identifying gaps in existing research
   • Writing a literature review

Part III: Research Methods and Data Collection

6. Qualitative Research Methods

   • Ethnography, interviews, focus groups, and participant observation
   • Data analysis in qualitative research
   • Coding and interpreting qualitative data
   • Trustworthiness and validity in qualitative research

7. Quantitative Research Methods

   • Survey research: Questionnaires and interviews
   • Experimental design and control groups
   • Measurement scales: Nominal, ordinal, interval, and ratio
   • Reliability and validity in quantitative research

8. Sampling in Communication Research

   • Probability and non-probability sampling techniques
   • Determining sample size
   • Sampling errors and bias
   • Ethics of sampling in communication research

Part IV: Analyzing and Interpreting Data

9. Analyzing Quantitative Data

   • Descriptive statistics: Mean, median, mode, and standard deviation
   • Inferential statistics: Correlation, regression, and hypothesis testing
   • Using statistical software (e.g., SPSS, R)

10. Analyzing Qualitative Data

    • Coding and categorizing qualitative data
    • Identifying themes and patterns
    • Data interpretation and triangulation
    • Reporting qualitative findings

11. Ethics in Data Analysis

    • Ethical considerations when analyzing and reporting data
    • The importance of transparency in data analysis
    • Avoiding misrepresentation and plagiarism

Part V: Communicating Research Findings

12. Writing a Research Paper

    • Structure of a research paper (introduction, literature review, methodology, results, discussion)
    • Writing a compelling research report
    • Citing sources and referencing in communication research
    • Using APA style

13. Presenting Research Findings

    • Oral and visual presentation of research findings
    • Using graphs, charts, and tables to communicate data
    • Crafting an effective presentation
    • Preparing for academic and professional presentations

14. Interpreting and Reporting Results

    • Drawing conclusions from research data
    • Discussing implications of research findings
    • Limitations of the study and directions for future research

Part VI: Advanced Topics in Communication Research

15. Case Studies in Communication Research

    • Examples of communication research across various fields (interpersonal communication, media studies, organizational communication, etc.)
    • Applying research methods to real-world communication issues

16. Emerging Trends in Communication Research

    • The role of technology in modern communication research
    • Online surveys, social media research, and big data analysis
    • The future of communication research in a digital age

Index

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