Applied Communication Research

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Applied Communication Research

• COM 5520D Applied Communication Research
• KC Leung
• Contact
• Email kc_leung.sales_at_tvb.com.hk

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Types of Variables

• Discrete Variables
• Nominal
• Difference among categories
• Example Sex, Race, Religious
• Ordinal
• Difference Rank/Order
• Education Level, Social Economic Status
• Continuous Variables
• Interval
• Example Age, Income, IQ, among different
  categories
• Ratio
• Example Age, Income

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Cross-tabulation / Variable Association

• Degree of Association
• Correlation Relationship between variables
• Degree of Association
• 0-1
• 0 Totally NO relationship
• 1 Totally Associated
• Direction of Association
• ve / -ve
• Example
• ve The higher education is, the higher income
  earns
• -ve The higher education, the smaller expected
  number of children is

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Coefficient of Association (????)

• Nominal
• Lambda (0 1)
• Ordinal
• Gamma (-1 to 1)

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Simple Guide of SPSS
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Dataset Creation

• Dataset Creation
• Data Input Form
• Excel
• SPSS

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Dataset Creation Excel Format
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Dataset Creation SPSS Format
Column Variable
Case 1
Case 2
Case 3
Row Case
Variable View
Data View
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Dataset Creation

• Row Case
• Column Variables
• Input Format
• Excel
• Spss
• Name of Variables
• Question No.
• Q1_xxx

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Frequency Tables
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Frequency Tables Basic Statistics
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Frequency Tables - Output
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Multi-Response
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Multi-Response
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Multi-Response
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Multi-Response
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Multi-Response
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Multi-Response
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Multi-Response
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Multi-Response - Output
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Cross Tabulations
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Cross Tabulations Association
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Cross Tabulations
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Cross Tabulations - Output
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Cross Tabulations Example 1
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Cross Tabulations Example 1
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Cross Tabulations Example 2
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Cross Tabulations Example 2
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Cross-Tabulation of Multi-Responses Question
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Cross-Tabulation of Multi-Responses Question
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Cross-Tabulation of Multi-Responses Question
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Cross-Tabulation of Multi-Responses Question
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Cross-Tabulation of Multi-Responses Question
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Cross-Tabulation of Multi-Responses Question
You need to save
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Cross-Tabulation of Multi-Responses Question
New Variable Name Found Here
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Cross-Tabulation of Multi-Responses Question
Click the Multi-response variable here
Click another variable here
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Cross-Tabulation of Multi-Responses Question
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Cross-Tabulation of Multi-Responses Question
Click OK here
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Cross-Tabulation of Multi-Responses Question
The output looks like this
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Variables Modification

• Regroup
• Compute
• / /
• Conditions If Variable 1 x or Variable 2 y
• Replace the Existing Variable (Not Recommend)

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Recode Variables
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Recode Variables
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Recode Variables

• You need to press Change
• You further proceed to press OLD NEW VALUE

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Recode Variables
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Recode Variables
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Recode Variables
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Compute Variables
Score of Each Variable
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Compute Variables
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Compute Variables
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Compute Variables
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Compute Variables
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Compute Variables
A NEW Variable Created with Value
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Compute Variables
A NEW Variable Created with Value