The Search for Reliable Generalizations About Messages A Comparison of Research Strategies

SALLY JACKSON; DANIEL J. O'KEEFE; SCOTT JACOBS

doi:10.1111/j.1468-2958.1988.tb00174.x

The Search for Reliable Generalizations About Messages A Comparison of Research Strategies

SALLY JACKSON^*, DANIEL J. O'KEEFE, SCOTT JACOBS

^*Corresponding author for this work

Communication Studies

Research output: Contribution to journal › Article › peer-review

51 Scopus citations

Abstract

Two ways of conducting the search for generalizations about messages are considered: Morley's (this volume) proposal that single‐message research designs be used, with subsequent meta‐analytic summaries, and Jackson and Jacobs's (1983) proposal that multiple‐message designs be used, with messages treated as a random factor in the statistical analysis. Jackson and Jacobs's approach is shown to provide a more dependable, efficient, and practical means for gathering the requisite evidence for dependable generalizations. The charge that multiple‐message designs suffer from irreparable problems of experimenter bias is refuted. The treatment of messages as a random factor is defended as statistically appropriate and as clearly preferable to the statistical alternatives.

Original language	English (US)
Pages (from-to)	127-142
Number of pages	16
Journal	Human Communication Research
Volume	15
Issue number	1
DOIs	https://doi.org/10.1111/j.1468-2958.1988.tb00174.x
State	Published - Jan 1 1988

ASJC Scopus subject areas

Communication
Developmental and Educational Psychology
Anthropology
Linguistics and Language

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The Search for Reliable Generalizations About Messages A Comparison of Research Strategies

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