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Conducting Research Online

Although not much research regarding con­flict communication has used data gathered online, it is very likely that this data-gathering technique will be used much more frequently in the future.

All the issues of measurement validity, internal validity, and external valid­ity are relevant and need to be considered carefully for this type of research. In online research, we may not know the following: who is actually receiving our stimuli and responding to the questions that are posed; the media use, interruptions, and other extra­neous activities that the respondent may be engaged in while completing the research; the respondent’s level of attention and involve­ment; and other factors that we might be able to control in laboratory settings or in struc­tured interviews. Even telephone surveys are likely to have more control than that found in online research. On the other hand, the abil­ity to gather a great deal of data from a large sample in a short period of time makes online research attractive. Sources that are helpful in understanding the benefits and pitfalls of online research include Birnbaum (2000), Gaiser and Schreiner (2009), Miller (2006), and Paolacci, Chandler, and Ipeirotis (2010).

Sampling

Although the following issues about sampling apply to all social science research, there are some particular concerns for research on conflict.

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Source: Oetzel John, Ting-Toomey Stella. The SAGE Handbook of Conflict Communication: Integrating Theory, Research and Practice. SAGE Publications,2013. — 912 p.. 2013

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