TAILIEUCHUNG - Lecture Communication research - Chapter 7: Sampling, significance levels, and hypothesis testing

After completing this chapter, students will be able to: Identify the population and sampling frame to select an appropriate sample, argue for how results from a sample are generalizable to its population, use probability sampling procedures to produce a random sample, use nonprobability procedures to produce an appropriate sample | Chapter 7 Sampling, Significance Levels, and Hypothesis Testing Three scientific traditions critical to experimental research Sampling Significance levels Hypothesis testing Copyright c 2001 The McGraw-Hill Companies, Inc. Population and Sample Population – all units (people or things) possessing the attributes and characteristics of interest Sample -- subset of a population Sampling frame -- subset of units that have a chance to become part of the sample Researchers study the sample to make generalizations back to the population Copyright c 2001 The McGraw-Hill Companies, Inc. Defining the Population Choose the dimensions or characteristics meaningful to the hypothesis or research question Must be at least one common characteristic among all members of a population Must develop procedure to ensure representative sampling Copyright c 2001 The McGraw-Hill Companies, Inc. Addressing Generalizability Extent to which conclusions developed from data collected from sample can be

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