Frederick Williams, Ronald E. Rice, Everett M. Rogers

Research Methods and the New Media

• Broschiertes Buch

Produktdetails

• Verlag: Free Press
• Seitenzahl: 228
• Erscheinungstermin: 1. September 1988
• Englisch
• Abmessung: 229mm x 152mm x 14mm
• Gewicht: 377g
• ISBN-13: 9780029353318
• ISBN-10: 0029353319
• Artikelnr.: 21214616

Autorenporträt

Professor Frederick Williams is the author of four published novels, has ghostwritten five autobiographies and is the editor of the anthology, "Black is the Color of Strength." He recently completed a screen script, "Wipe Out: Defending Black Wall Street," for a film bringing to the screen the great accomplishments of Black Americans on Black Wall Street in 1921 Tulsa, Oklahoma, and the hate that destroyed it. He helped establish the African American Studies Department at the University of Texas at San Antonio. He taught a variety of courses to inclue; African American Political Thought, African American Politics, a course on the Novelists of the Harlem Renaissance and African American Literature from Phyllis Wheatley to the Black Arts Movement. He is presently Executive Editor of Jaed Publications LLC.

Inhaltsangabe

Contents
Preface
PART I. Perspectives on Research on the New Media
1. Distinctions in the Study of New Media
The New Media
New Media -- Components and Combinations
Telecommunications
Computing
New Service Applications
Special Qualities of New Media
Three Dimensions
Some Distinctions of New Media Research
The Research Challenge
Summary
2 Trends in the Study of New Media
The Influence of Communication Media on Research
The Media and Research Traditions
The Sequence of Media
Children and Media
Communication Theories and Media
The Direction of Communication Research
Paths Not Taken
Communication Policy Analysis
Expanding the Study of Media Technologies
Summary
3. Choosing among Alternative Research Designs
Conflicts Over Research Methods
Conventional Approaches
Mathematical Modeling
Controlled Experiments
Quasi-experiments
Surveys
Longitudinal Studies
Field Studies
Archival and Secondary Resarch
Futures Research and Forecasting
Content Analysis
Case Studies
Focus Groups
Assumptions and Criticisms of Conventional and Positivist Approaches
Alternative to Conventional Research Methods and Designs
Sources and Rationales
Interpretive Approach
Contextualism
Action Research
Criteria for Choosing Among Designs and Methods
A Triangulation Example in the Study of Word Processing
Summary
Notes
PART II. Problems and Solutions for Research
4. Validity, Reliability, and Sampling
Requirements of Research Designs
A Case Study of Teletext Research
Elements of Research Design
Validity
Reliability
Sampling
Studying the New Media Over Time
Need for a Temporal Perspective
Choices in Over-time Research
Problems in Studying New Media Over Time
Summary
Notes
5. Adoption of New Media
The Importance of Interactivity
What Is the Diffusion Paradigm?
The Critical Mass in the Adoption of Interactive Media
Adoption of Computer-Mediated Communication Systems
Implications of the Critical Mass Concept for Research Methods
Forecasting the Diffusion of New Media
An Emphasis on Prediction
The Failure of Videodisc Players
Centers of Forecasting Research
How Accurate Are Forecasts?
How Is the Rate of Adoption Forecast?
Why Are Certain Forecasting Methods More Accurate?
Can 2 Million French People Be Wrong?
Summary
6. Using Computer-Monitored Data
Automating Data Collection
Characteristics of Computer-Monitored Data
Advantages for Validity and Reliability
Comparing Computer-Monitored Data to Self-Report Data
Research Uses of Computer-Monitored Data
Monitoring and Initiating
Types of Data and Research Design Elements
An Example Showing a Combination of Uses
Retesting the Erie County Study with Computer-Monitored Surveys
Merging Computer-Monitored Data with Questionnaire Data
Data Combinations
Problems
Merging the Data
Results
Summary
7. Strategies for Studying Cases
Why Do a Case Study?
What Defines a Case Study?
Microcomputers in the Schools: A Case Study Example
Background and Problem
Method
Results
General Steps for Designing a Case Study
1. Specify the Need for a Case Study
2. Define the Unit of Analysis
3. Plan Data-Gathering and Analyses
4. Carry Out the Research Plan
Summary
8. Implementing Formative Evaluation
A "Developmental" Approach
Characteristics of Formative Evaluation
Background
Evaluation as a Research Focus
Formative as Against Summative Evaluation
Practical Benefits
Uses with New Media
Steps in Formative Evaluation
1. Define Objectives
2. Select the Scope of the Research
3. Select Data-Gathering Methods
4. Analyze Results and Provide Feedback
Formative Evaluation as Mass Communications Research
Summary
9. Evaluating Costs and Benefits
Return on Investment
Methods for Costs Analyses
Types of Analyses
Applications to New Media
Major Steps in a Cost Analysis
1. Define the Problem
2. Select the Analysis Method
3. Gather Data
4. Conduct Analysis and Draw Conclusions
Beyond Cost Analyses
Summary
10. Measuring Productivity
Going Beyond Costs and Benefits
Productivity as Efficiency Ratios
Basic Production Ratios
Ratios of Revenues Relative to Personnel or Technology
Return-on-Investment Ratios
Ratios Relative to Value Added
More on the Value-Added Concept
Examples of Productivity Analyses
Basic Cost-Benefit Analysis
Value Added
Capital-Labor Trade-off
New Media as Strategic Investment
Selecting Options
Gaining Competitive Advantage
Summary
PART III. New Considerations
11. New Theoretical Approaches
The Need for New Theory
The Networks and New Media
Network Paradigm, Data, Measures, and Methods
Influence of Networks on Adoption of Computer Systems
Interaction and Involvement
The Nature of Interactivity
Psychological Involvement and Interactive Videodiscs
Social Involvement and Parasocial Interaction
Summary
12. Issues of Ethics and Ideology
Human Costs and Benfits
Research with Human Subjects
Background
The Belmont Report
Institutional General Assurance
Practical Notes
Privacy as an Example of an Ethical Issue
Making Private Information Public
Personal PrivacyProtecting Privacy in Research
Equity as an Example of an Ethical Issue
Summary
Appendix: On-line Data-base Services
References
Index