TAILIEUCHUNG - Lecture Communication research: Asking questions, finding answers (4/e): Chapter 5 - Joann Keyton

Chapter 5 - Measurement. After reading this chapter, you should be able to: Understand that measurement is a process, explain the principle that numbers have no inherent meaning until the researcher assigns or imposes meaning, develop categories for nominal data that are mutually exclusive, exhaustive, and equivalent,. | measurement Chapter 5 Measurement is -- The use of numbers as a tool for identifying and presenting information The process that links the conceptual to the empirical Necessary to conduct quantitative research Measurement principles Numbers measure value, intensity, degree, depth, length, width, distance Descriptive and evaluative device Numbers have no value until we provide meaning Includes everything the researcher does to arrive at a number Details the operationalization of the variable Levels of measurement Data are discrete or continuous Both can represent communication phenomena Each produces different kind of data How data are collected determines how they can be used in statistical analyses Discrete data The presence or absence of some characteristic Also known as nominal or categorical data Categories Reflect different types not differing amounts Have no inherent value Must be mutually exclusive, exhaustive, and equivalent Continuous levels of measurement Reveals quantity, .

• PR - Truyền thông
• Communication research
• Quantitative communication research
• Qualitative communication research
• Lecture Communication research
• Measurement principles
• Levels of measurement
• Quantitative research report
• Communication scholars
• Research questions
• Research process model
• Research process
• Research hypotheses
• Quantitative research hypotheses
• Planning research
• Research ethics
• Designing qualitative research
• Research objective
• Organizing resources
• Conceptualizing quantitative research
• Assessing hypotheses
• Quantitative research designs
• Posttest experimental design
• Qualitative research report
• Presenting the data
• Qualitative research
• Mutual simultaneous shaping
• Qualitative reports
• Scholarly research
• Methodological extremes
• Experimental design