Using Quantitative Methods to Conduct Applied Communication Research

Authored by: Kevin B. Wright , Patricia Amason , Kristen Campbell Eichhorn , Melinda R. Weathers , Martha Womack Haun , Eileen S. Gilchrist , Laura Bochenek Klein , Valerie Pedrami

Routledge Handbook of Applied Communication Research

Print publication date:  June  2009
Online publication date:  July  2009

Print ISBN: 9780805849837
eBook ISBN: 9780203871645
Adobe ISBN: 9781135231798


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Over the last couple of centuries, quantitative methods have dominated both the natural and social sciences. Such methods became part of the methodological canon because they enable investigators to measure variables and test for relationships between and among variables that are consistent with theoretical predictions. More specifically, quantitative methods allow researchers to assign meaningful numerical values to variables and then to analyze those values using descriptive and inferential statistics to describe the data, infer population characteristics from sample attributes, and discover significant differences between groups/conditions and relationships between variables.

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