📊Advanced Communication Research Methods Unit 11 – Experimental Research in Communication

Key Concepts in Experimental Research

• Experimental research aims to establish causal relationships between variables by manipulating the independent variable and measuring its effect on the dependent variable
• Researchers control for extraneous variables to isolate the effect of the independent variable on the dependent variable (confounding variables, participant characteristics)
• Random assignment of participants to experimental conditions helps ensure that any differences between groups are due to the manipulation of the independent variable rather than pre-existing differences
• Experimental designs can be between-subjects (different participants in each condition) or within-subjects (same participants exposed to all conditions)
• Experiments are often conducted in controlled laboratory settings to minimize the influence of external factors (field experiments, natural experiments)
• Experimental research is considered the gold standard for establishing causality due to its high internal validity
• Experiments can be used to test theories and hypotheses about communication processes and effects (media violence, persuasion)
  • For example, an experiment could test the hypothesis that exposure to violent media content increases aggressive behavior in children

Research Design Fundamentals

• Research design is the overall strategy for conducting a study and answering the research question
• A well-designed experiment should have a clear research question, hypotheses, and operationalized variables
• The research design should be appropriate for the research question and the variables being studied (survey, experiment, content analysis)
• Experimental designs can be classified as true experiments, quasi-experiments, or pre-experiments based on the level of control over variables and random assignment
• True experiments have the highest level of internal validity due to random assignment and control over extraneous variables
• Quasi-experiments lack random assignment but still attempt to control for extraneous variables (matching, statistical control)
• Pre-experiments have the lowest level of internal validity and do not use random assignment or control groups (one-shot case study, one-group pretest-posttest design)
• The research design should be feasible given the available resources and constraints (time, money, access to participants)

Variables and Measurement

• Variables are the characteristics or attributes that can take on different values or categories
• Independent variables are the variables that are manipulated or changed by the researcher to see their effect on the dependent variable
  • For example, in a study on the effects of background music on reading comprehension, the type of background music (classical, rock, no music) would be the independent variable
• Dependent variables are the variables that are measured or observed to see how they are affected by the independent variable
  • In the previous example, reading comprehension scores would be the dependent variable
• Extraneous variables are variables that could affect the dependent variable but are not of primary interest in the study
  • These variables should be controlled for through random assignment, matching, or statistical control
• Variables can be measured on different scales (nominal, ordinal, interval, ratio) depending on the nature of the variable and the research question
• Operational definitions specify how variables will be measured or manipulated in the study
  • For example, reading comprehension could be operationally defined as scores on a multiple-choice test administered after reading a passage
• Measurement validity refers to the extent to which a measure accurately reflects the construct it is intended to measure
• Measurement reliability refers to the consistency or stability of a measure across time or different observers

Sampling Techniques

• Sampling is the process of selecting a subset of individuals from a larger population to participate in a study
• The goal of sampling is to select a sample that is representative of the population so that the results can be generalized
• Probability sampling techniques use random selection to ensure that every member of the population has an equal chance of being selected (simple random sampling, stratified random sampling, cluster sampling)
• Non-probability sampling techniques do not use random selection and may be based on convenience, availability, or researcher judgment (convenience sampling, snowball sampling, purposive sampling)
• Sample size is an important consideration in experimental research as larger samples provide more statistical power to detect effects
• Power analysis can be used to determine the sample size needed to detect an effect of a given size with a specified level of confidence
• Sampling bias can occur when the sample is not representative of the population due to non-random selection or non-response
  • For example, a study on the effects of a new drug that only includes healthy volunteers may not generalize to the larger population of people with the condition being treated

Data Collection Methods

• Data collection methods are the techniques used to gather information from participants in a study
• Surveys are a common method of data collection in experimental research and can be administered in person, by mail, phone, or online
  • Surveys can include closed-ended questions (multiple choice, rating scales) or open-ended questions that allow participants to provide their own responses
• Observations involve directly watching and recording participant behavior in a natural or controlled setting
  • Observations can be structured (using a predetermined coding scheme) or unstructured (allowing for more flexibility in what is recorded)
• Interviews are a method of data collection that involves asking participants questions in person or over the phone
  • Interviews can be structured (using a predetermined set of questions) or unstructured (allowing for more flexibility in the questions asked)
• Physiological measures involve recording biological responses such as heart rate, blood pressure, or brain activity
  • These measures can provide objective data on participant reactions to experimental manipulations
• Timing of data collection is an important consideration in experimental research
  • Pre-test measures are taken before the manipulation to establish a baseline, while post-test measures are taken after the manipulation to assess change

Statistical Analysis Basics

• Statistical analysis is the process of using mathematical techniques to summarize, describe, and make inferences from data
• Descriptive statistics are used to summarize and describe the characteristics of a sample or population (mean, median, mode, standard deviation)
• Inferential statistics are used to make inferences about a population based on a sample (hypothesis testing, confidence intervals)
• Hypothesis testing involves comparing the observed data to what would be expected if the null hypothesis were true
  • The null hypothesis states that there is no relationship between the variables being studied, while the alternative hypothesis states that there is a relationship
• Statistical significance refers to the likelihood that the observed results are due to chance rather than a real effect
  • The p-value is the probability of obtaining the observed results if the null hypothesis were true, with smaller p-values indicating stronger evidence against the null hypothesis
• Effect size measures the magnitude of the relationship between variables and can be used to compare the strength of different effects
• Parametric tests assume that the data are normally distributed and have equal variances, while non-parametric tests do not make these assumptions
  • Examples of parametric tests include t-tests and ANOVA, while examples of non-parametric tests include chi-square and Mann-Whitney U tests

Ethical Considerations

• Ethical considerations are important in experimental research to ensure that participants are treated fairly and that the research is conducted responsibly
• Informed consent involves providing participants with information about the study and obtaining their voluntary agreement to participate
  • Participants should be informed of the purpose of the study, what they will be asked to do, and any potential risks or benefits
• Confidentiality refers to the protection of participant privacy and the secure storage of data
  • Participants should be assured that their responses will be kept confidential and that their identity will not be revealed in any reports or publications
• Deception involves withholding information or providing false information to participants about the true nature of the study
  • Deception should only be used when necessary and when the benefits of the research outweigh any potential harm to participants
• Debriefing involves providing participants with information about the true nature of the study after their participation is complete
  • Debriefing is important to ensure that participants are not left with any misconceptions or negative feelings about their participation
• Institutional Review Boards (IRBs) are committees that review research proposals to ensure that they meet ethical standards and protect the rights and welfare of participants
  • Researchers must obtain IRB approval before conducting any research involving human participants

Interpreting and Reporting Results

• Interpreting results involves making sense of the data and drawing conclusions about the research question and hypotheses
• Results should be reported in a clear and concise manner, using tables and figures to present data visually
• The discussion section of a research report should summarize the main findings, relate them to previous research, and discuss their implications for theory and practice
• Limitations of the study should be acknowledged and discussed, including any potential sources of bias or threats to internal or external validity
  • For example, a study with a small sample size may have limited generalizability to the larger population
• Future directions for research should be suggested based on the findings and limitations of the current study
  • This can include replicating the study with a different population, using a different research design, or exploring related research questions
• Reporting results should follow established guidelines for scientific writing, such as the American Psychological Association (APA) style guide
• Peer review is an important process in scientific publishing that involves having the research reviewed by experts in the field to ensure its quality and validity
  • Researchers should be prepared to respond to reviewer comments and make revisions to improve the clarity and rigor of their work