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Table of Contents:
  1. INTRODUCTION, DEFINITION & VALUE OF RESEARCH
  2. SCIENTIFIC METHOD OF RESEARCH & ITS SPECIAL FEATURES
  3. CLASSIFICATION OF RESEARCH:Goals of Exploratory Research
  4. THEORY AND RESEARCH:Concepts, Propositions, Role of Theory
  5. CONCEPTS:Concepts are an Abstraction of Reality, Sources of Concepts
  6. VARIABLES AND TYPES OF VARIABLES:Moderating Variables
  7. HYPOTHESIS TESTING & CHARACTERISTICS:Correlational hypotheses
  8. REVIEW OF LITERATURE:Where to find the Research Literature
  9. CONDUCTING A SYSTEMATIC LITERATURE REVIEW:Write the Review
  10. THEORETICAL FRAMEWORK:Make an inventory of variables
  11. PROBLEM DEFINITION AND RESEARCH PROPOSAL:Problem Definition
  12. THE RESEARCH PROCESS:Broad Problem Area, Theoretical Framework
  13. ETHICAL ISSUES IN RESEARCH:Ethical Treatment of Participants
  14. ETHICAL ISSUES IN RESEARCH (Cont):Debriefing, Rights to Privacy
  15. MEASUREMENT OF CONCEPTS:Conceptualization
  16. MEASUREMENT OF CONCEPTS (CONTINUED):Operationalization
  17. MEASUREMENT OF CONCEPTS (CONTINUED):Scales and Indexes
  18. CRITERIA FOR GOOD MEASUREMENT:Convergent Validity
  19. RESEARCH DESIGN:Purpose of the Study, Steps in Conducting a Survey
  20. SURVEY RESEARCH:CHOOSING A COMMUNICATION MEDIA
  21. INTERCEPT INTERVIEWS IN MALLS AND OTHER HIGH-TRAFFIC AREAS
  22. SELF ADMINISTERED QUESTIONNAIRES (CONTINUED):Interesting Questions
  23. TOOLS FOR DATA COLLECTION:Guidelines for Questionnaire Design
  24. PILOT TESTING OF THE QUESTIONNAIRE:Discovering errors in the instrument
  25. INTERVIEWING:The Role of the Interviewer, Terminating the Interview
  26. SAMPLE AND SAMPLING TERMINOLOGY:Saves Cost, Labor, and Time
  27. PROBABILITY AND NON-PROBABILITY SAMPLING:Convenience Sampling
  28. TYPES OF PROBABILITY SAMPLING:Systematic Random Sample
  29. DATA ANALYSIS:Information, Editing, Editing for Consistency
  30. DATA TRANSFROMATION:Indexes and Scales, Scoring and Score Index
  31. DATA PRESENTATION:Bivariate Tables, Constructing Percentage Tables
  32. THE PARTS OF THE TABLE:Reading a percentage Table
  33. EXPERIMENTAL RESEARCH:The Language of Experiments
  34. EXPERIMENTAL RESEARCH (Cont.):True Experimental Designs
  35. EXPERIMENTAL RESEARCH (Cont.):Validity in Experiments
  36. NON-REACTIVE RESEARCH:Recording and Documentation
  37. USE OF SECONDARY DATA:Advantages, Disadvantages, Secondary Survey Data
  38. OBSERVATION STUDIES/FIELD RESEARCH:Logic of Field Research
  39. OBSERVATION STUDIES (Contd.):Ethical Dilemmas of Field research
  40. HISTORICAL COMPARATIVE RESEARCH:Similarities to Field Research
  41. HISTORICAL-COMPARATIVE RESEARCH (Contd.):Locating Evidence
  42. FOCUS GROUP DISCUSSION:The Purpose of FGD, Formal Focus Groups
  43. FOCUS GROUP DISCUSSION (Contd.):Uses of Focus Group Discussions
  44. REPORT WRITING:Conclusions and recommendations, Appended Parts
  45. REFERENCING:Book by a single author, Edited book, Doctoral Dissertation