Comm 392 – Study Guides Chapter 3 – Introduction to Quantitative Research 1. The unit of analysis in quantitative research is quantity. What are some of the ways by which communication researchers quantify communication phenomena? 2. How does logic “flow” in deductive reasoning? 3. Briefly describe each of the five parts of Keyton’s conceptual model for quantitative research. 4. Generally, quantitative researchers ask two types of questions that determine what methods they will use. What are the two types? 5. The last component of the conceptual model relates solely to method. Describe how validity and reliability are related to the researcher’s choice of method. 6. Your own preliminary question about your topic may ask about differences or relationships between concepts. What is a concept? Where are concepts introduced in the research paper? 7. How does a concept grow to become a construct? 8.
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