Thư viện PR - Truyền thông

Chapter 18 - Reading and writing the qualitative research report. After reading this chapter, you should be able to: Select the story you want to tell, read through all of the data collected before you begin writing, decide whose voice will be the primary storyteller and select an appropriate writing style, identify the core ideas you want to present in the story, write a description about how the data were collected.

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Chapter 17 - Reading and writing the quantitative research report. After reading this chapter, you should be able to: Construct a literature review that situates your research study in the historical context of research similar to yours; develop a compelling problem statement; find and integrate empirical research reports, theory articles, and literature review articles in your literature review;...

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Chapter 16 - Analyzing qualitative data. After reading this chapter, you should be able to: Distinguish between the analysis and interpretation of qualitative data, write an analytical memo while collecting qualitative data, search textual data for relevant codes to be analyzed, create a coding scheme for qualitative data,...

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Chapter 15 - Qualitative methods of data collection. After reading this chapter, you should be able to: Identify the role of the researcher in qualitative research designs and explain the potential effects of different researcher roles on the research process; select, and argue for, an appropriate researcher role for a specific research project; develop a purpose statement and research question for a qualitative research project;...

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Chapter 14 - Designing qualitative research. After reading this chapter, you should be able to: Identify the role of the researcher in qualitative research designs and explain the potential effects of different researcher roles on the research process. Select, and argue for, an appropriate researcher role for a specific research project. Develop a purpose statement and research question for a qualitative research project.

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Chapter 13 - Quantitative analysis of text. After reading this chapter, you should be able to: Differentiate between manifest and latent content in content analysis, explain the basic processes for conducting a content analysis, identify appropriate uses of interaction analysis, explain the basic processes for conducting a research study using interaction analysis, assess the appropriateness and adequacy of a category scheme.

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Chapter 12 - Testing for relationships. After reading this chapter, you should be able to: Explain the difference between tests of differences and tests of relationships, use the four analytical steps to design and interpret research designs and statistical findings, know which assumptions of inferential statistics your research project meets and which assumptions it does not meet,...

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Chapter 11- Testing for differences. After reading this chapter, you should be able to: Explain the difference between descriptive and inferential statistics, use the four analytical steps to design and evaluate research designs and statistical findings, develop a hypothesis or research question and select the appropriate statistical test of difference (chi-square, t-test, ANOVA),...

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Chapter 10 - Descriptive statistics. After reading this chapter, you should be able to: Select existing or design appropriate questionnaire items and response sets, use open and closed questions appropriately, pretest the method of data collection, collect the data in an honest and ethical manner, analyze the data completely and appropriately, draw conclusions that do not overstate the limitations of your data or sample, present the data to others in an appropriate fashion,...

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Chapter 9 - Surveys, questionnaires, and polls. After reading this chapter, you should be able to: Design a survey or questionnaire to answer a research question or test a hypothesis, select the survey format (face-to-face, telephone, self-report, web, email) that will best serve the purpose of the survey, select existing or design appropriate questionnaire items and response sets,...

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