Research Methods in AD/PR

1. 2007 Fall_COMM 420_Week 1(1) @ NY Research Methods in AD/PR COMM 420 Section 8 Tuesday / Thursday 3:35 pm -5:30 pm143 Stuckeman Nan Yu

2. Examples of Applied Research in the field of Advertising • Please find the elements that were related in the statement. • Put the statement into the format of: The researchers found out that A was related to B (Bs).

3. 2007 Fall_COMM 420_Week 1(1) @ NY Present your ideas • Your name • A brief statement of the research question that you’ve posted on Angel. • Why do you think the topic is interesting/important? • Please take notes while others are presenting their topics.

4. Voting • Choose 5 topics. Your favorite is your 1st choice. • Put the number 1, 2, 3, 4, 5 in the “vote” column. • Results will be released before next class.

5. Research Ethics • Why is it important? • To prevent plagiarism. • To protect the credibility of the research. • To respect the people who participate in the research.

6. Rules of Scholarship • Give proper credit for one’s idea and statements. • Has this topic been studied? • Has this statement been made? • Is this idea original? • Am I the one who initiate the idea?

7. APA Style • Publication Manual of the American Psychological Association (5th ed.) • A reference book that contains guidelines on how to format references, statistics, tables, punctuation, and grammar. • Widely used in the field of communication.

8. Examples of APA Style • Journal article: Fine, M. A., & Kurdek, L. A. (1993). Reflections on determining authorship credit and authorship order on faculty-student collaborations. American Psychologist, 48, 1141-1147. • Book: Nicol, A. A. M., & Pexman, P. M. (1999). Presenting your findings: Apractical guide for creating tables. Washington, DC: American Psychological Association. • Book chapter: O'Neil, J. M., & Egan, J. (1992). Men's and women's gender role journeys: Metaphor for healing, transition, and transformation. In B. R. Wainrib (Ed.), Gender issues across the life cycle (pp. 107-123). New York: Springer. • In-text citation (p.47)

9. APA Style • Electronic Sources • Periodicals • Newspaper, newsletter, journal • Documents • Research paper, government report, online book, or brochure • Web-based format • Web page, newsgroup

10. APA Style • Electronic Sources • Document title or description • A date (either the date of publication or update or the date of retrieval) • An address (URL, a uniform resource locator) • Whenever possible, identify the authors of a document as well.

11. A full URL • Copy the URL directly from the address window in your browser and paste it.

12. Rules of Scholarship • 2. Use Primary Sources • If you find a second source in one paper and you want to use it, please go and trace the original source.

13. Rules of Scholarship • What is an intentional plagiarism? (p.50) • When you know it is not your work but you use it without given proper credit to the authors. • When you know you are quoting someone directly but you do not mention his/her name in your work. • When you buy/copy someone’s work as your own. • When you present others’ original ideas as they are yours. • Has technology made plagiarism very easy? Or very difficult? • Turnitin.com

14. Rules of Scholarship 3. Report all you’ve discovered honestly. Report all of the results that you find. Conflicting/different results are normal and should be reported in order to benefit the future research. 4. Be honest with the flaws in your research. None research is flawless. 14

15. Rules of Scholarship 5. Ethical issues for group work Shared responsibilities and credit Authorships Thanking the people who have helped you. 15

16. In-class Demo 1 • A journal article was published with the title “How News Paper Sources Trigger Gender Stereotypes”. Cory L. Armstrong and Michelle R. Nelson were the authors. The article was published in the Journalism & Mass Communication Quarterly, Volume 82, from page 820 to 837. The whole journal was published in 2005. • Based on the descriptions above, please write a reference of the journal article in APA style.

17. Answer of the In-class Demo 1 The reference of the article in APA style: Armstrong, C. L., & Nelson, R. M. (2005). How newspaper sources trigger gender stereotypes. Journalism & Mass Communication Quarterly, 82, 820-837.

18. In-class Demo 2 • Professor John E. Hocking, Don W. Stacks, and Steven T. McDermott co-authored a book named Communication Research, third edition. Allyn and Bacon, a publisher from Boston, Massachusetts published the book in 2003. • Based on the descriptions above, please write a reference of the book in APA style.

19. Answer of In-class Demo 2 • Hocking, J. E., Stacks, D. W., & McDermott, S. T. (2003). Communication Research, 3rd ed. Boston, MA: Allyn and Bacon.

20. Treatment of Human Participants • As researchers, we are responsible to protect the participants. • Will your research cause harm? • Will psychological damage occur? • Protect the privacy of the participants

21. Treatment of Human Participants • Informed consent • Tell participants a general goal of your research. • Inform them the procedure and the potential risks. • Allow participants to quit anytime they want without penalty. • Both parities should sign the Informed Consent Form. • When having children involved in the research, children’s guardians must be informed and give consent for their children’s participation.

22. Treatment of human participants • Deception • Risk • Long-term consequences • Anonymity and Confidentiality • If the research must know who is who, then the data must be protected carefully.

23. Debriefing • Minimizing or eliminating harmful effects • If your research involves deception or other types of risks that might influence human subjects, you need to identify the negative consequences and find out ways to eliminate them. • The sample of the debriefing statement (p.67, p.68). • Appreciate their participation. • Do not disclose the procedure or the purpose of the study to other potential participants. • Ask for feedbacks or comments.

24. Respect the participants • Research “subjects”  Research participants • Avoiding mistrust • Mutual respect

25. The Office for Research Protections (ORP) at PSU • http://www.research.psu.edu/orp/about.asp • Institutional Review Board (IRB) • http://www.research.psu.edu/orp/education/modules/irb/quiz.cgi

26. HW. • Read Chapter 4.