Interpreting Communication Research by Frey, Botan, Friedman,

1
Interpreting CommunicationResearch byFrey,
Botan, Friedman, Kreps

• Chapter 3
• Field Experimental Research

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Introduction to Field Experiments

• A field experiment is an experiment conducted in
  a natural setting
• Field experiments are usually not full
  experiments, i.e., they are quasi- or
  pre-experiments

3
Field Experiments

• Two issues determine the type of field experiment
• (1) whether the independent variable can be
  manupulated (see p. 56)
• (2) whether one experimental group or multiple
  groups are studied (see p. 57)
• In addition, randomization of subjects to groups
  is usually not possible in field experiments

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TAKE A FEW MINUTES TO WRITE DOWN

• What do we lose in an experiment without
  manipulation of the independent variable?
• without multiple conditions (groups)?
• without randomization of Ss to conditions?

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A Difference between quasi- and pre-experiments
Quasi-experiments use pretests, measurements of
Ss prior to collecting data
Pre-experiments do not use pretests to assess
whether the groups start off equivalent
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Examine Kreps A Field Experimental Test and
Revaluation of Weicks Model of Organizing
(1) Briefly summarize the study.
(2) Critique the study, pointing to its strengths
and weaknesses.