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Sampling, Significance Levels, and Hypothesis Testing
Keyton: Communication Research

Chapter Checklists

As a consumer of research, you should be able to

  1. Identify the population and sample described in research reports and make assessments about their adequacy and their effects on generalizability of results
  2. Assess the adequacy of the sample size used
  3. Distinguish between probability and nonprobability sampling
  4. Assess the appropriateness of significance levels
  5. Explain the relationship among sampling techniques, significance levels, and hypothesis testing
  6. Identify when an alternative hypothesis is accepted and when a null hypothesis is retained

As a researcher, you should be able to

  1. Identify the population and sampling frame to select an appropriate sample
  2. Argue for how the results from your sample are generalizable to its population
  3. Use one of the probability sampling procedures to produce a random sample
  4. Use one of the nonprobability procedures to produce an appropriate sample
  5. Choose an adequate sample size
  6. Choose an appropriate level of significance for each statistical test used in your research project
  7. Make a decision about a hypothesis based on the stated level of significance