Books > Reference & Interdisciplinary > Communication studies > Research methods
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Doing Survey Research - A Guide to Quantitative Methods (Paperback, 4th edition)
Loot Price: R2,118
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Doing Survey Research - A Guide to Quantitative Methods (Paperback, 4th edition)
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Each day we are faced with continuing claims made by media pundits,
politicians, teachers, and friends, often quoting research.
Consider also the numerous comments and posts on Internet blogs,
Twitter, and Facebook that illustrate the confusion between opinion
and factual data. How do we learn to interpret the research we hear
about and read, to distinguish opinions from scientific facts, and
to use this knowledge to conduct our own studies to answer the
questions faced in everyday situations? Understanding the
components that go into scientific research and learning how to do
research, make decisions about which statistics to use, and analyze
statistical findings are goals for everyone in today's
research-oriented world. Questions about the reliability and
validity of data from a study or public opinion poll come up
routinely and need critical review. This book contributes to
achieving these objectives. Doing Survey Research is intended for
people who want to learn how to conduct quantitative studies for a
project in an undergraduate course, a graduate-level thesis, or a
survey that an employer may want completed. This brief, practical
textbook prepares beginners to conduct their own survey research
and write up the results, as well as read and interpret other
people's research. It combines survey design with data analysis and
interpretation. And it is for those who need to understand and
critically interpret survey research found in scholarly journals,
reports distributed in the workplace, and social scientific
findings presented online in the media, on a blog, or in social
media postings. Essential new updates to this edition include
coverage of Big Data, Meta-Analysis, and A/B testing
methodology-methods used by scholars as well as businesses like
Netflix and Amazon. New to this Fourth Edition Each chapter and its
exercises feature updated data and illustrations from current
academic and popular articles relevant to today's web-oriented
students, including studies focused on topics related to social
media. Update web site http://doingsurveyresearch.wordpress.com/
New Coverage of Big Data (used by popular web sites like Amazon and
Netflix) and the ethical issues which emerge not only about
privacy, but also how it relates to the methods discussed in this
book about sampling, probability, and research design. New coverage
of meta-data, and the increasingly popular method in many
professional and other settings.
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