Lecture Communication research: Asking questions, finding answers (4/e): Chapter 11 - Joann Keyton

Chapter 11 Testing for relationships Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Basic assumptions Data collected from sample to draw conclusion about population Data from normally distributed population Appropriate variables are selected to be tested using theoretical models Participants randomly selected Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Alternative and null hypotheses Inferential statistics test the likelihood that the alternative hypothesis is true and the null hypothesis is not Significance level of .05 is generally the criterion for this decision If p .05, then alternative hypothesis accepted If p > .05, then null hypothesis is retained Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Four analytical steps 1. Statistical test determines if a relationship exists 2. Examine results to determine if the relationship found is the one predicted 3. Is the relationship significant? 4. Evaluate the process and procedures of collecting data Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. ... - tailieumienphi.vn