TAILIEUCHUNG - Lecture Communication research: Asking questions, finding answers (4/e): Chapter 9 - Joann Keyton

Chapter 9 - Descriptive statistics, significance levels, and hypothesis testing. After reading this chapter, you should be able to: Explain the concept of the normal curve, assess data for its distribution and compare it to the normal curve, create a frequency distribution and polygon for each variable in a dataset, compute and interpret the mean, median, and mode for each variable in a dataset,. | Descriptive statistics, significance levels, and hypothesis testing Chapter 9 Looking at dataset Normal curve Also known as bell curve A theoretical distribution of scores Majority of cases distributed around the peak in the middle Progressively fewer cases moving away form the middle Symmetrical – one side mirrors the other Mean, median, and mode have the same value Normal curve Positively skewed distribution Negatively skewed distribution Descriptive statistics Summary information for each variable Number of cases Central tendency Dispersion Used by researcher to describe variables Used in statistical tests to analyze differences and relationships between variables Number of cases Number of cases for which data are reported Represented by n or N n = 231 Cases may be people, speaking turns, episodes – any phenomenon studied Measures of central tendency Mean or M or Arithmetic mean or average Most sensitive to extreme scores Median or Mdn Middle of all scores on one variable Mode or

• PR - Truyền thông
• Communication research
• Quantitative communication research
• Qualitative communication research
• Lecture Communication research
• Descriptive statistics
• Significance levels
• Hypothesis testing
• 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