- Email: [email protected]
Research
Research JOURNALS Caillouet, Richard Harris. “Impression Management Strategies Employees Use When Discussing their Organization’s Public Image,” Journal of Public Relations Research v8n4 ~211 (17 pages) 1996. Investigates the impression tn~m~~gemenr strcq$es that are inherent in messqes deAling with the public image of their orga&uion in crisis. Sees implications of the invesrigation helping to understand and muuge employee comments outside the organization.
Childs, Rosemary. “Buying International Research,” Research Sociep v38nl ~63 (4 pages) Jan 1996. Describes rhe tnarket rcscarch function from the viewpoint ist. Discusses issues associated \vith central or local control role of rhe coordinating ~gcncv.
Journal
of the Market
of A market research specialof process aid data, and the
Connor, Martha. “Dialing for Data,” Currents v22n7 p44 (6 pages) Jul-Aug 1996. Offers ideas on conducting an effective telephone survey, beginning with defining the purpose end \vhdt you need to know to impletnent the research plan. Also suggests questions, cost, and how ro maximize the value of the results.
Crispell, Diane. “The page) Nov 1996.
Dunno
Factor,”
Ametican
Demo&rap&
v18nll
p2 (1
Insists on rhe importance of letting respondents be indecisive and nor making it difficult for thetn to SW they don’t know. Contends forcing respondents to choose options other with less education have higher than “don’t know” can bi.ls results. Finds respondents incidences of “don’t know” responses; ~~lsoolder respondents who are secure enough not to be intimated to respond atL-n~~~tively or negatively.
Demers, David Pearce. Does Personal Experience in a Community Increase or Decrease Newpaper Reading ?,” Jownalism 0 Mass Commwication Qtiatrterly ~73112 ~304 (17 pages) Sum 1996. Challenges the notion that personal experience with issues or events in a community
230
Vol. 23
PR Biblioyaphy
diminishes mass media use. Finds the opposite is true: experience increases readership. Finds experience stimulates need for more information and to compare their experiences with those of the newspaper’s coverage.
Duboff, Robert. Dee 1996.
“The Money Pit,” Across the Board v33nlO
p18 (6 pages) Nov-
Reports American CEOs are spending $4 billions on market research. Questions whether they are getting their money’s worth. Explores rational concerns, including difficulty in forecasting the future. States problems and recommends solutions. O&-s steps in well-designed research.
Dyer, Samuel Coad. “Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner’s Perspective,” Journal of Public Relations Research v8n3 ~137 (15 pages) 1996. Applies an agenda-setting model for research in public relations issue moniroring. Describes a model to aid practitioners in structuring their media agenda issue monitoring and improve their ability to act more effectively across the full range of issue management activity,
Edmondson, Brad. “How to Spot a Bogus Poll,” American Demographics v18nlO p10 (4 pages) Ott 1996. Maintains that asking four questions and analyzing the answers can separate the good numbers from the trash. Examines whether the right people are asked and are representative of the universe. Discusses validity problems of determining margins of error; framing and ordering of the questions; and wording of the questions.
Fink, Edward J.; Gantz, Walter. “A Content Analysis of Three Mass Communication Research Traditions: Social Science, Interpretative Studies, and Crtitical Analysis,” Journalism & Mass Communication Quarterly v73nl ~114 (2 1 pages) Spr 1996. Analyzes the content of 245 journal articles to identity the extent to which researchers conform to the assumptions associated with the social, scientific, interpretive, and critical traditions of inquiry. Finds research conforms significantly to expectations associated with data collection.and analysis, and less with other research variables.
Gladney, George Albert. “How Editors and Readers Rank and Rate the Importance of Eighteen Standards of Newspaper Excellence,” Journalism & Mass CommunicationQuarterly v73n2 ~319 (23 pages) Sum 1996. Explores differences in the way per. Findings show that readers journalistic standards, but do reporting. Finds readers do not
readers and editors agree on what makes a good newspaand editors agree on the importance of many traditional not agree on professional stalhng goals and enterprise value them as highly as do editors.
Greeley, Andrew. “In Defense of Surveys,” Transaction Social Science and Modern Society v33n4 p26 (4 pages) May-Jun 1996. Defends survey research as a valid tool for observing large numbers of people in a representative sample that reflects a defined population or universe. Discusses collecting and analyzing data. Contends that full public disclosure of the method of the research creates
lYY7
231
Heath, Rebecca Piirto. “The Frontiers of Psychographics,” ics ~18117 ~38 (6 pages) Jul 1996.
Americapt Demograph-
Reports mxketers xc beginning to UC quditativc rcscarch to lexn mot-c about their targctccl consunierc. Finds actualizers represent 10 puccnt of American adults but one halt‘ of lnternct users. Sees .I need to redefine life styles ro conform with the findings of Idtest qudtt,~ttvc rescxch. l~cftnes actudtzcrs .IS hmtng the largest discretiomv incotnc, d spending it bmd on chcir own rcscarch.
Karlberg, Michael. “Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry,” Journal of Public Relations Research ~8114 ~263 (16 pages) 1996. Acidrcsses rhc public communication needs 2nd constraints dthc public in public rrl,ltions rcsca-ch. Seeks J rese.wh agcncl~ that looks to citizen groups to champion the intercsts of orciinxv citizens ,qyinst unresponsive governnicntd and corpor,ite structures.
Katcher,
Bruce L. ‘Want
Answers from Your Readers? Try a Focus Group,” Management v25n5 p59 (2 pages) Apr 1,
Folio: the Magazine fey Magazine
1996. l’rovidcs d pi& to d sitcccssfttl focus group. IMines focus group ds quditntive resc.irch tezhnique. Rcconunends m outside expert for credibili~ RS well x validiw. Advises being prepxcd to dct on the results. Covers setting, prtic~pants , and the ,irt 02 listening.
Lacy, Stephen; others. “The Effects of Public Ownership and Newspaper Competition on the Financial Performance of Newspaper Corporations: A Replication and Extensi~~n,“JouMalism &-Mass Communication Quatierly v73n2 ~332 (10 pages) Sum 1996.
La&y, Sue; others. “Looking Through Gendered Lenses: Female Stereotyping in Advertising and Gender Role Expectations,” Journalism &Mass Communication Quavtedv ~73112 ~354 (9 pages) Sum 1996. Espcriincnrs with 75 high t\yical ini,iges of‘ ~~onicn, r&ponding to statenicnts fttrthcr cvicience that cvcn
Matthews,
school students viewing nugazine advcr~isenicnrs nrith stctw)50 others subjcctcd to lion-sterco~picdl itnap, md both concerning .i wonicn in d gender-n&t-d photograph. Finds brief exposure to stereotyping r&forces stcrco~pe thinking.
Martha N. “How
Public Ownership Affects Publisher Autonomy,” Quatieyl’,y v73n2 ~342 (12 pages) Sum
Jouwlalism & Mass Communication
1996.
232
Vol. 23
Mytton, Graham. “Research in New Fields,” Journal of the Market Research Society v38nl p19 (15 pages) Jan 1996. Describes the work ofthe International ties in conducting surveys in different being overcome.
Broadcasting Audience Research and its difficulcultures. Suggests ways in which obstacles are
Cheryl; Sivakumar, K. ‘National Culture and New Product Development: An Integrative Approach,” Journal of Market&g v60nl p61 (11 pages) Jan 1996.
Nakata,
Examines increasing globalization and the interrelation between new products and business performance. Describes the relationship in terms of the links between new product development and five dimensions of natural cultures.
Pollick, Anne M. “Survey Sense,” Curvents v22n7 p50 (5 pages) Jul-Aug
1996.
Presents a guide for conducting a survey by mail. Starts with f&r preliminary tasks before beginning. Includes what kind of information you want, design, and method of mailing. Recommends one follow-up and avoid piggybacking onto other material or research. Recommends 40 to 50 percent reponse for validity, but believes any feedback can be useful.
Rothenbuhler, Eric W.; others. “Communication, Community Attachment, Involvement,” Journalism &Mass Communication Quarter& v73n2 ~445 pages) Sum 1996.
and (22
Surveys 400 adult residents of Iowa to analyze a structural equation model linking communitv attachment and involvement to media use, age, education, and other variables. Finds newspaper reading makes important contributions to both communit\r attachment and involvement.
Stone, Gerald C. “Public Relations Telephone Surveys: Avoiding Methodological Debacles,” Public Relations Review v22n4 ~327 (14 pages) Win 1996. Reports on a telephone survey that reveals a serious merhodological flaw of interviewer bias. Suggests precautions to be taken when in-house staffers serve as interviewers.
Webster, Cynthia. “Hispanic and Anglo Interviewer and Respondent Ethnicity and Gender: The Impact on Survey Response Quality,” Journal of Marlzeting Research v33nl ~62 (11 pages) Feb 1996. Analyzes using hierarchical regression model, ethnicin/ and gender on response yualiv in survey research. Finds response afFected significantly by the interaction efrects of respondent and interviewer ethnicity dnd gender.
W&don, Michael. “Getting it Done Properly: The Role of the Coordinator in Multi-Country Research,” Journal of the Market Research Sociep v38nl ~67 (5 pages) Jan 1996. Examines the coordinating ef‘forts and progress in multi-country research in global consumer markets. Stresses inf.ormal research bp qrstematic obserxation rather than yuantitative, documented research.
1997
233
I’uldic Relatiotzs Review
Yang, Mei-ling. “Women’s Pages or People’s Pages: The Production of News for Women in the Washington Post,” Journalism 0 Mass Communication Quaytwly v73n2 ~364 (14 pages) Sum 1996. Examines women’s pages in the WAshington Post in the 1950s. Analyzes how the decision to &v&p unisex Pcoplc’s Section WAS intluenced by factors such as advertising, professional vdues and gender beliefs.
Zillman, Do& others. “Effects of Exemplification in News Reports on the Perception of Social Issues,” Journalism &Mass Communication Quarterly v73n2 ~427 (18 pages) Sum 1996. Mdnipulares a news report on the plight of A minority of American Lmlily fArtnet-s to credte versions differing in the degree of precision in general information and exemplifying cast histories from ~~tu~11occurrences. Finds .uutracy in t-e-telling highest for representative ;\ccounts and lowest for selective exposure, &spice ,n~dable corrective &ta to borh groups.
BOOKS Coffey, Amanda; Atkinson, Paul. Makin& Sense of Qualitative Data. Thousand Oaks, CA: Sage Publications, 1996. 220~~. Shows honr to transform the myri,d vu-ieties of data into usAble research. Underscores the diversity dat‘l set.
of q~proachcs
‘It the disposal
of rhe qualitativr
Davidson, Fred. Principles ofStatistical Data Handling. Publications, 1996. 336~~.
resarchcr
Thousand
by using .J single
Oaks, CA: Sage
Dennis, Everette E.; Watella, Ellen, Editors. American Communication Mahwah, NJ: Lawrence Erlbaum Associates. 1996. 224~~.
Research.
Explores the history of media resead~. Examines the origins, meaning, and impazt of the medic and comliiunic,ltioll rcsc~u& in Americ+ with their link m Eurq~ean Cmtcccdcnts.
Girden, Ellen R. Evaluation Research Atiiclesfiom CA: Sage Publications, 1996. 289~~.
Start to Finish. Thousand
Includes case studies, narrdtivc andyis, sutveps, and factor andysis ers to demonstrdtc writing and evaluating research articles.
Oaks,
articles, among oth-
Knapp, Thomas R. Learning Statistics Through Playing Cards. Thousand CA: Sage Publications, 1996. 112~~.
Oaks,
Utilizes a deck of cards to demonstrate the concepts in statistics. Escorts reders through populations and vxriables, paramerers, percentages, pob‘lbility .I& sampling, sampling distribution, esrim.ltion, hypothesis testing ud two-by-two tables.
234
Vol. 23
Kvale, Steiner. Interviews: An Introdction to Qualitative Research IntenGwing. Thousand Oaks, CA: Sage Publications, 1996. 256~~. Provides the theoretical underpinnings and practical aspects of the interviewing process. Examines the role of the interview in the research process. Names seven stages of the interviewing process from designing the study to writing the report.
Mark, Raymond. Research Made Simple. Thousand 1996.411 lpp.
Oaks, CA: Sage Publications,
Covers a range of concepts about the scientific method, fundamental terms, and initial steps of the research process. Includes discussion of ethics, different qualitative approaches, program evaluation, hypothesis testing, and computer applications.
Maxwell, Joseph A. Qualitative Research De@. cations, 1996. 160~~.
Thousand
Oaks, CA: Sage Publi-
Takes a hands-on approach to qualitative design. Stresses the components of a design and how they interact with the setting of the environment of the research. Suggests a strategy for creating coherent and workable relationships among the design components, highlighting the key design issues. Includes clarif~~ing the purpose of the study, creating a theoretical context, developing a relationship with the universe of the study, among other issues.
McQuarrie, Edward F. The Market Research Toolbox: A Concise for Bedinners. Thousand Oaks, CA: Sage Publications 1996. 184~~. Introduces managers across functional areas and product lines to a basic understanding of market research tools. Describes how each technique works, along with costs, applications, tips for successful use, and precautions.
Salwen, Michael B.; Stacks, Don W., Editors. An Integated Approach to Communication Theoy and Research. Mahwah, NJ: Lawrence Erlbaum Assoc. Inc. 1996. 592~~. Offers an integrated overview of communication study by matching Shows how research functions within theory. Includes contributions trating hypotheses from their published and unpublished work.
theory to research from experts illus-
Schulman, Howard; Presser, Stanley. Questions and Answers in Attitude Surveys. Thousand Oaks, CA: Sage Publications, 1996. 384~~. Covers such issues as question order and general effects; the lack of overlap between respondent-generated categories for open-ended questions and closed-ended categories, Includes effects of explicitly offering respondents a “don’t know” or a mid-opinion alternative; attitude strength and its relation to reliability; and issues of wording tone.
Stringer, Ernest 1996.190~~.
T. Action Research. Thousand
Oaks,
CA:
Sage Publications,
Provides a series of tools to assist the researcher in moving through the research process. Defines and sets community-based action research into the context of qualitative research methodology. Describes a model for approaching action research.
1997
235
Vaughn, Sharon; others. Focus Croup Interviews in Education and Psychology. Thousand Oaks, CA: Sage Publications, 1996. 184~~. Employs examples to demonstrxc how to prepare for J fkus group interview, crate J moderator’s
guide, select A setting,
and ~nQze
the results.
Wallgren, Anders; others. Gaphing Statistics 0 Data: Creating Thousand Oaks, CA: Sage Publications, 1996. 112~~.
Better Charts.
Introduces readers to the technique dnd art of producing good charts. Employs examples of’ data ASa bais for m+ping end charting data. Includes stepby-step method of working hm the data to the finished chart.
Weisberg, Herbert F.; others. An Intvoduction to Smvq Research, Pollirtg, and Data Analysis. Thousand Oaks, CA: Sage Publications, 1996. 416~~. Emphasizes understandin p t,kles thoroughly Includes discussion of survey design, sAmpI& coding strategies, md .mal~sls.
236
before moving on to interval statistics. And question writing, interviewing, and
Vol. 23
Childs, Rosemary. “Buying International Research,” Research Sociep v38nl ~63 (4 pages) Jan 1996. Describes rhe tnarket rcscarch function from the viewpoint ist. Discusses issues associated \vith central or local control role of rhe coordinating ~gcncv.
Journal
of the Market
of A market research specialof process aid data, and the
Connor, Martha. “Dialing for Data,” Currents v22n7 p44 (6 pages) Jul-Aug 1996. Offers ideas on conducting an effective telephone survey, beginning with defining the purpose end \vhdt you need to know to impletnent the research plan. Also suggests questions, cost, and how ro maximize the value of the results.
Crispell, Diane. “The page) Nov 1996.
Dunno
Factor,”
Ametican
Demo&rap&
v18nll
p2 (1
Insists on rhe importance of letting respondents be indecisive and nor making it difficult for thetn to SW they don’t know. Contends forcing respondents to choose options other with less education have higher than “don’t know” can bi.ls results. Finds respondents incidences of “don’t know” responses; ~~lsoolder respondents who are secure enough not to be intimated to respond atL-n~~~tively or negatively.
Demers, David Pearce. Does Personal Experience in a Community Increase or Decrease Newpaper Reading ?,” Jownalism 0 Mass Commwication Qtiatrterly ~73112 ~304 (17 pages) Sum 1996. Challenges the notion that personal experience with issues or events in a community
230
Vol. 23
PR Biblioyaphy
diminishes mass media use. Finds the opposite is true: experience increases readership. Finds experience stimulates need for more information and to compare their experiences with those of the newspaper’s coverage.
Duboff, Robert. Dee 1996.
“The Money Pit,” Across the Board v33nlO
p18 (6 pages) Nov-
Reports American CEOs are spending $4 billions on market research. Questions whether they are getting their money’s worth. Explores rational concerns, including difficulty in forecasting the future. States problems and recommends solutions. O&-s steps in well-designed research.
Dyer, Samuel Coad. “Descriptive Modeling for Public Relations Environmental Scanning: A Practitioner’s Perspective,” Journal of Public Relations Research v8n3 ~137 (15 pages) 1996. Applies an agenda-setting model for research in public relations issue moniroring. Describes a model to aid practitioners in structuring their media agenda issue monitoring and improve their ability to act more effectively across the full range of issue management activity,
Edmondson, Brad. “How to Spot a Bogus Poll,” American Demographics v18nlO p10 (4 pages) Ott 1996. Maintains that asking four questions and analyzing the answers can separate the good numbers from the trash. Examines whether the right people are asked and are representative of the universe. Discusses validity problems of determining margins of error; framing and ordering of the questions; and wording of the questions.
Fink, Edward J.; Gantz, Walter. “A Content Analysis of Three Mass Communication Research Traditions: Social Science, Interpretative Studies, and Crtitical Analysis,” Journalism & Mass Communication Quarterly v73nl ~114 (2 1 pages) Spr 1996. Analyzes the content of 245 journal articles to identity the extent to which researchers conform to the assumptions associated with the social, scientific, interpretive, and critical traditions of inquiry. Finds research conforms significantly to expectations associated with data collection.and analysis, and less with other research variables.
Gladney, George Albert. “How Editors and Readers Rank and Rate the Importance of Eighteen Standards of Newspaper Excellence,” Journalism & Mass CommunicationQuarterly v73n2 ~319 (23 pages) Sum 1996. Explores differences in the way per. Findings show that readers journalistic standards, but do reporting. Finds readers do not
readers and editors agree on what makes a good newspaand editors agree on the importance of many traditional not agree on professional stalhng goals and enterprise value them as highly as do editors.
Greeley, Andrew. “In Defense of Surveys,” Transaction Social Science and Modern Society v33n4 p26 (4 pages) May-Jun 1996. Defends survey research as a valid tool for observing large numbers of people in a representative sample that reflects a defined population or universe. Discusses collecting and analyzing data. Contends that full public disclosure of the method of the research creates
lYY7
231
Heath, Rebecca Piirto. “The Frontiers of Psychographics,” ics ~18117 ~38 (6 pages) Jul 1996.
Americapt Demograph-
Reports mxketers xc beginning to UC quditativc rcscarch to lexn mot-c about their targctccl consunierc. Finds actualizers represent 10 puccnt of American adults but one halt‘ of lnternct users. Sees .I need to redefine life styles ro conform with the findings of Idtest qudtt,~ttvc rescxch. l~cftnes actudtzcrs .IS hmtng the largest discretiomv incotnc, d spending it bmd on chcir own rcscarch.
Karlberg, Michael. “Remembering the Public in Public Relations Research: From Theoretical to Operational Symmetry,” Journal of Public Relations Research ~8114 ~263 (16 pages) 1996. Acidrcsses rhc public communication needs 2nd constraints dthc public in public rrl,ltions rcsca-ch. Seeks J rese.wh agcncl~ that looks to citizen groups to champion the intercsts of orciinxv citizens ,qyinst unresponsive governnicntd and corpor,ite structures.
Katcher,
Bruce L. ‘Want
Answers from Your Readers? Try a Focus Group,” Management v25n5 p59 (2 pages) Apr 1,
Folio: the Magazine fey Magazine
1996. l’rovidcs d pi& to d sitcccssfttl focus group. IMines focus group ds quditntive resc.irch tezhnique. Rcconunends m outside expert for credibili~ RS well x validiw. Advises being prepxcd to dct on the results. Covers setting, prtic~pants , and the ,irt 02 listening.
Lacy, Stephen; others. “The Effects of Public Ownership and Newspaper Competition on the Financial Performance of Newspaper Corporations: A Replication and Extensi~~n,“JouMalism &-Mass Communication Quatierly v73n2 ~332 (10 pages) Sum 1996.
La&y, Sue; others. “Looking Through Gendered Lenses: Female Stereotyping in Advertising and Gender Role Expectations,” Journalism &Mass Communication Quavtedv ~73112 ~354 (9 pages) Sum 1996. Espcriincnrs with 75 high t\yical ini,iges of‘ ~~onicn, r&ponding to statenicnts fttrthcr cvicience that cvcn
Matthews,
school students viewing nugazine advcr~isenicnrs nrith stctw)50 others subjcctcd to lion-sterco~picdl itnap, md both concerning .i wonicn in d gender-n&t-d photograph. Finds brief exposure to stereotyping r&forces stcrco~pe thinking.
Martha N. “How
Public Ownership Affects Publisher Autonomy,” Quatieyl’,y v73n2 ~342 (12 pages) Sum
Jouwlalism & Mass Communication
1996.
232
Vol. 23
Mytton, Graham. “Research in New Fields,” Journal of the Market Research Society v38nl p19 (15 pages) Jan 1996. Describes the work ofthe International ties in conducting surveys in different being overcome.
Broadcasting Audience Research and its difficulcultures. Suggests ways in which obstacles are
Cheryl; Sivakumar, K. ‘National Culture and New Product Development: An Integrative Approach,” Journal of Market&g v60nl p61 (11 pages) Jan 1996.
Nakata,
Examines increasing globalization and the interrelation between new products and business performance. Describes the relationship in terms of the links between new product development and five dimensions of natural cultures.
Pollick, Anne M. “Survey Sense,” Curvents v22n7 p50 (5 pages) Jul-Aug
1996.
Presents a guide for conducting a survey by mail. Starts with f&r preliminary tasks before beginning. Includes what kind of information you want, design, and method of mailing. Recommends one follow-up and avoid piggybacking onto other material or research. Recommends 40 to 50 percent reponse for validity, but believes any feedback can be useful.
Rothenbuhler, Eric W.; others. “Communication, Community Attachment, Involvement,” Journalism &Mass Communication Quarter& v73n2 ~445 pages) Sum 1996.
and (22
Surveys 400 adult residents of Iowa to analyze a structural equation model linking communitv attachment and involvement to media use, age, education, and other variables. Finds newspaper reading makes important contributions to both communit\r attachment and involvement.
Stone, Gerald C. “Public Relations Telephone Surveys: Avoiding Methodological Debacles,” Public Relations Review v22n4 ~327 (14 pages) Win 1996. Reports on a telephone survey that reveals a serious merhodological flaw of interviewer bias. Suggests precautions to be taken when in-house staffers serve as interviewers.
Webster, Cynthia. “Hispanic and Anglo Interviewer and Respondent Ethnicity and Gender: The Impact on Survey Response Quality,” Journal of Marlzeting Research v33nl ~62 (11 pages) Feb 1996. Analyzes using hierarchical regression model, ethnicin/ and gender on response yualiv in survey research. Finds response afFected significantly by the interaction efrects of respondent and interviewer ethnicity dnd gender.
W&don, Michael. “Getting it Done Properly: The Role of the Coordinator in Multi-Country Research,” Journal of the Market Research Sociep v38nl ~67 (5 pages) Jan 1996. Examines the coordinating ef‘forts and progress in multi-country research in global consumer markets. Stresses inf.ormal research bp qrstematic obserxation rather than yuantitative, documented research.
1997
233
I’uldic Relatiotzs Review
Yang, Mei-ling. “Women’s Pages or People’s Pages: The Production of News for Women in the Washington Post,” Journalism 0 Mass Communication Quaytwly v73n2 ~364 (14 pages) Sum 1996. Examines women’s pages in the WAshington Post in the 1950s. Analyzes how the decision to &v&p unisex Pcoplc’s Section WAS intluenced by factors such as advertising, professional vdues and gender beliefs.
Zillman, Do& others. “Effects of Exemplification in News Reports on the Perception of Social Issues,” Journalism &Mass Communication Quarterly v73n2 ~427 (18 pages) Sum 1996. Mdnipulares a news report on the plight of A minority of American Lmlily fArtnet-s to credte versions differing in the degree of precision in general information and exemplifying cast histories from ~~tu~11occurrences. Finds .uutracy in t-e-telling highest for representative ;\ccounts and lowest for selective exposure, &spice ,n~dable corrective &ta to borh groups.
BOOKS Coffey, Amanda; Atkinson, Paul. Makin& Sense of Qualitative Data. Thousand Oaks, CA: Sage Publications, 1996. 220~~. Shows honr to transform the myri,d vu-ieties of data into usAble research. Underscores the diversity dat‘l set.
of q~proachcs
‘It the disposal
of rhe qualitativr
Davidson, Fred. Principles ofStatistical Data Handling. Publications, 1996. 336~~.
resarchcr
Thousand
by using .J single
Oaks, CA: Sage
Dennis, Everette E.; Watella, Ellen, Editors. American Communication Mahwah, NJ: Lawrence Erlbaum Associates. 1996. 224~~.
Research.
Explores the history of media resead~. Examines the origins, meaning, and impazt of the medic and comliiunic,ltioll rcsc~u& in Americ+ with their link m Eurq~ean Cmtcccdcnts.
Girden, Ellen R. Evaluation Research Atiiclesfiom CA: Sage Publications, 1996. 289~~.
Start to Finish. Thousand
Includes case studies, narrdtivc andyis, sutveps, and factor andysis ers to demonstrdtc writing and evaluating research articles.
Oaks,
articles, among oth-
Knapp, Thomas R. Learning Statistics Through Playing Cards. Thousand CA: Sage Publications, 1996. 112~~.
Oaks,
Utilizes a deck of cards to demonstrate the concepts in statistics. Escorts reders through populations and vxriables, paramerers, percentages, pob‘lbility .I& sampling, sampling distribution, esrim.ltion, hypothesis testing ud two-by-two tables.
234
Vol. 23
Kvale, Steiner. Interviews: An Introdction to Qualitative Research IntenGwing. Thousand Oaks, CA: Sage Publications, 1996. 256~~. Provides the theoretical underpinnings and practical aspects of the interviewing process. Examines the role of the interview in the research process. Names seven stages of the interviewing process from designing the study to writing the report.
Mark, Raymond. Research Made Simple. Thousand 1996.411 lpp.
Oaks, CA: Sage Publications,
Covers a range of concepts about the scientific method, fundamental terms, and initial steps of the research process. Includes discussion of ethics, different qualitative approaches, program evaluation, hypothesis testing, and computer applications.
Maxwell, Joseph A. Qualitative Research De@. cations, 1996. 160~~.
Thousand
Oaks, CA: Sage Publi-
Takes a hands-on approach to qualitative design. Stresses the components of a design and how they interact with the setting of the environment of the research. Suggests a strategy for creating coherent and workable relationships among the design components, highlighting the key design issues. Includes clarif~~ing the purpose of the study, creating a theoretical context, developing a relationship with the universe of the study, among other issues.
McQuarrie, Edward F. The Market Research Toolbox: A Concise for Bedinners. Thousand Oaks, CA: Sage Publications 1996. 184~~. Introduces managers across functional areas and product lines to a basic understanding of market research tools. Describes how each technique works, along with costs, applications, tips for successful use, and precautions.
Salwen, Michael B.; Stacks, Don W., Editors. An Integated Approach to Communication Theoy and Research. Mahwah, NJ: Lawrence Erlbaum Assoc. Inc. 1996. 592~~. Offers an integrated overview of communication study by matching Shows how research functions within theory. Includes contributions trating hypotheses from their published and unpublished work.
theory to research from experts illus-
Schulman, Howard; Presser, Stanley. Questions and Answers in Attitude Surveys. Thousand Oaks, CA: Sage Publications, 1996. 384~~. Covers such issues as question order and general effects; the lack of overlap between respondent-generated categories for open-ended questions and closed-ended categories, Includes effects of explicitly offering respondents a “don’t know” or a mid-opinion alternative; attitude strength and its relation to reliability; and issues of wording tone.
Stringer, Ernest 1996.190~~.
T. Action Research. Thousand
Oaks,
CA:
Sage Publications,
Provides a series of tools to assist the researcher in moving through the research process. Defines and sets community-based action research into the context of qualitative research methodology. Describes a model for approaching action research.
1997
235
Vaughn, Sharon; others. Focus Croup Interviews in Education and Psychology. Thousand Oaks, CA: Sage Publications, 1996. 184~~. Employs examples to demonstrxc how to prepare for J fkus group interview, crate J moderator’s
guide, select A setting,
and ~nQze
the results.
Wallgren, Anders; others. Gaphing Statistics 0 Data: Creating Thousand Oaks, CA: Sage Publications, 1996. 112~~.
Better Charts.
Introduces readers to the technique dnd art of producing good charts. Employs examples of’ data ASa bais for m+ping end charting data. Includes stepby-step method of working hm the data to the finished chart.
Weisberg, Herbert F.; others. An Intvoduction to Smvq Research, Pollirtg, and Data Analysis. Thousand Oaks, CA: Sage Publications, 1996. 416~~. Emphasizes understandin p t,kles thoroughly Includes discussion of survey design, sAmpI& coding strategies, md .mal~sls.
236
before moving on to interval statistics. And question writing, interviewing, and
Vol. 23