附註:Includes bibliographical references and index.
Introduction to social research methods. Basic concepts -- Fitting research design to research purpose : internal and external validity -- Research design strategies. Designing experiments : variations on the basics -- Constructing laboratory experiments -- Conducting experiments outside the laboratory -- correlational design and causal analysis -- Quasi-experiments and evaluation research -- Survey design and sampling -- Data collection methods. Systematic observational methods and naturalistic research -- Interviewing -- Content analysis -- Scaling stimuli : social psychophysics -- Scaling individuals : questionnaire design and rating scale construction -- Social cognition methods : measuring implicit thoughts and feelings -- Methods for assessing dyads and groups -- Concluding perspectives. Synthesizing research results : meta-analysis -- Social responsibility and ethics in social research.
摘要:This work draws from social psychological and communications research to reflect the newest statistical techniques associated with designs and data collection methods. It focuses on understanding the principles that govern the use of a particular method.
