学术沙龙（23）：研究技巧(Thr craft of research)
时间：2009年11月21日（星期六）上午9：00-11：00
地点：东六楼三楼多功能会议室
主持人：李贞芳
讨论主题与参考文献：
1．何为学术研究的理论贡献？
Whetten,D.A.(1989). What constitutes a theoretical contribution? Academy of Management Review,14,490-495
2．超越有效频次的媒介计划的理论创新：频次价值媒介计划
HUGH M. CANNON; JOHN D. LECKENBY; AVERY ABEMETHY. “Beyond Effective Frequency: Evaluating Media Schedules Using Frequency Value Planning.” Journal of Advertising Research, Nov/Dec2002.
研究技巧(Thr craft of research)是华中科技大学新闻与信息传播学院传统的学术沙龙系列之一。我院学术沙龙系列已经历了“传播学前沿文献研读”“高级传播学研究方法”两 个主题。在过去的近两年时间里，我们在“传播学前沿文献研读”系列里共同学习传播学英文权威期刊《Journal of Communication》《Human Communication Research》《Journal of Advertising Research》,了解传播学以及广告学研究的最新理论与方法，并结合学术沙龙固定成员和非固定成员的研究计划进行研讨；在“高级传播学研究方法”系列 活动中，我们深入学习讨论了传播学高级定量研究方法，包括线性回归和logistic回归，多层面模型，结构方程模型。学术沙龙得到了新闻学院院领导和各 位资深学者如屠忠俊教授，吴庭俊教授的热情鼓励与支持，并吸引了本院及兄弟院校（系）的青年教师和学子的积极参与。
研究技巧(Thr craft of research)系列将于2009年11月21日（星期六）上午9：00开始。根据以往的学术活动的经验，本系列将以科学研究的理论建构与研究技巧为学 习内容，同时在理论建构的框架下学习与讨论传播学前沿文献，帮助沙龙成员讨论正在进行的研究计划与设计。这是一个学习的乐园，是提高科学研究水准的乐园。 学术沙龙活动将每个双周的星期六上午九点整在东六楼三楼多功能会议室举行（如遇场地冲突，则移至六楼广告系办公室）。
需要学习材料的电子版，请联系王利婷同学（308157843@qq.com），如需纸质版，亦请提前与她联系，将免费为大家提供。
本系列的学术沙龙不涉及统计方法，但要求有传播学研究方法的基础。
学术沙龙参考文献（第2，3项由于我国尚无该书版权，暂时只有复印本，无电子版）：
1.Bryant,J.,&Miron,D.(2004). Theory and research in mass communication. Journal of Communication,54,662-704
2.Wanyne C.Booth,Gregory G.Colomb,Joseph m. The craft of Research
3.Shoemaker,Pamela,James Tankard,Jr., and Dominic Lasoras, How to Build Social Science Theories(Chapter 1,3,5,7,8,9)Volume 59 Issue 3 (September 2009)
4.Adolescents’ Exposure to Sexually Explicit Internet Material and Notions of Women as Sex Objects: Assessing Causality and Underlying Processes?(p 407-433)
5.Jochen Peter, Patti M. Valkenburg.Differential Effects of Different Peers: Further Evidence of the Peer Proximity Thesis in Perceived Peer Influence on College Students’ Smoking?(p 434-455)
6.Hye-Jin Paek.Prime Time Commemoration: An Analysis of Television Broadcasts on Israel’s Memorial Day for the Holocaust and the Heroism?(p 456-480)
7.Oren Meyers, Eyal Zandberg, Motti Neiger.The Structure of Knowledge and Dynamics of Scholarly Communication in Agenda Setting Research, 1996-2005?(p 481-513)
8.Zixue Tai.Newspaper Coverage of Cancer Prevention: Multilevel Evidence for Knowledge-Gap Effects?(p 514-533)
9.Michael D. Slater, Andrew F. Hayes, Jason B. Reineke, Marilee Long, Erwin P. Bettinghaus.
Testing Models of Media Performance in Wartime: U.K. TV News and the 2003 Invasion of Iraq?(p 534-563)
10.Piers Robinson, Peter Goddard, Katy Parry, Craig Murray.”Carrying Online Participation Offline”-Mobilization by Radical Online Groups and Politically Dissimilar Offline Ties?(p 564-586)
11.Magdalena Wojcieszak.How Journalists Think While They Write: A Transcultural Model of News Decision Making?(p 587-608)
12.Bu Zhong, John E. Newhagen.Viewing Angle Matters-Screen Type Does Not?(p 609-634)
13.Steven Bellman, Anika Schweda, Duane Varan.Candidate and Media Agenda Setting in the 2005 Virginia Gubernatorial Election?(p 635-652)
14.Scott W. Dunn.Disciplines, Intersections, and the Future of Communication Research?(p 603-614)
Susan Herbst
15. Editorial: The Innovation Issue. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p253-255
16. The Opportunity for Marketing “Simplification” Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p260-262
17. Now. Or Never. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p263-2654.
A Classic Formula. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p266-2705.
This Event is Me! Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p271-284
18. How Rich-Media Video Technology Boosts Branding Goals. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p285-292
19. Winning the Super “Buzz” Bowl. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p293-303
20. Research on Advertising in a Recession. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p304-327
21. Beauty is in the Eye of the Tech Manager. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p328-338
22. Metrics That Matter. Journal of Advertising Research, Sep2009, Vol. 49 Issue 3, p339-359
