Keyton: Communication Research, 5e IM–1
Chapter 4
Introduction to Quantitative Research
Activity: Introducing Quantitative Research
To introduce students to the standard form of quantitative research, I bring stacks of journals to class and
ask students to choose one copy of each of two different journals. (I usually use the regional journals
because the articles are less complex and easier for students to read.) I ask students to find an article that
uses numbers and then follow along with me and give examples of their article’s title, abstract, a
hypothesis or research question, methods section, results section, discussion section, implications section,
Activity: Writing Hypotheses
Students generally need considerable practice in writing hypotheses and identifying the independent and
dependent variables. Based on the advice of Pyrczak and Bruce (1998), I complete this exercise on the
board with suggestions from students. Then I have them work through the process using the same step-
by-step procedure.
2. How are these concepts related to one another? Does one cause another? Does a difference in one create
a difference in the other? Alternatively, are the concepts related in a linear fashion (as the value of one
changes, so does the value of the other)?
3. Express the relationship between the concepts as a single sentence, in a hypothesis.
4. Examine what you wrote:
a. Is the comparison or relationship evident?
5. Now examine the order in which the variables appear.
a. Does the variable that is measured first appear first in the sentence?
b. If the variables are measured at the same time, is there a theoretical basis for their ordering?
6. Rewrite your hypothesis if necessary and examine what you wrote one more time:
Keyton: Communication Research, 5e IM–2
a. Avoid using the terms significant, significance, and prove.
8. To confirm what you want to study, what would be the null hypothesis?
Activity: Operationalizing Variables
From your research agenda or research that you follow, write several variables on the board. Divide the
class into groups and ask students to develop at least three operationalizations for each variable. Discuss
Activity: Identifying Independent and Dependent Variables
Ask students to identify the independent and dependent variables in the following set of research
questions and hypotheses.
1. How do attitudes toward corporate volunteerism affect employees’ satisfaction with the organization?
2. To what extent does task interdependence affect the degree to which group members feel like they are
working together?
Activity: Discussing Intervening Variables
Ledman, R. E., Miller, M., & Brown, D. R. (1995). Successful women and women’s colleges: Is there an
intervening variable in the reported relationship? Sex Roles: A Journal of Research, 33, 489-497.
If your students are sophisticated enough, lead them in a discussion about intervening variables.
Although this article does not address communication phenomena, it is one of the best I’ve uncovered in
Keyton: Communication Research, 5e IM–3
Additional Resources
Aldrich, R. S. (2015). Improving students’ understanding of, and ability to identify independent and
dependent variables. Communication Teacher, 29, 86-90. doi:10.1080/17404622.2014.1003311
Crandall, H., & Busselle, R. (2009). A quantitative research methods introductory exercise. Communication
Teacher, 23, 121-125. doi:10.1080/17404620902974816
Morrow, J. A., Kelly, S., & Skolits, G. (2013). Reducing power differentials in the classroom using student–
based quantitative research scenarios: Applications in undergraduate and graduate research
methods classrooms. Communication Teacher, 27, 156-160. doi:10.1080/17404622.2013.775469
Keyton: Communication Research, 5e IM–4
Worksheet—Quantitative Communication Research
Select one of the studies cited in the chapter. Use that journal article to answer the questions on this
worksheet. Attach a copy of the article to the completed worksheet.
1. What was the purpose of this research study?
2. What theory or theories provided the foundation for this study?
4. Mark each hypothesis or research question in #3 with the following codes: DIF, if the statement or
5. Underline the independent and dependent variables in each hypothesis or research question. Use
single underlining for independent variables and double underlining for dependent variables.
7. How were the variables operationalized in this study? List each variable here and give a brief
8. Briefly describe the weaknesses or limitations you believe exist in this study.
Web Resources
For a list of Internet resources, visit https://www.joannkeyton.com/research-methods