In response to the wide-scale proliferation of "the cone of learning"--a fanciful retention chart confounded with Dale's Cone of Experience--the authors make four major claims debunking this fantasy and provide documentary evidence to support these claims. The first claim is that the data in the mythical retention chart do not make…

Critics have been attempting to debunk the mythical retention chart at least since 1971. The earliest critics, David Curl and Frank Dwyer, were addressing just the retention data. Beginning around 2002, a new generation of critics has taken on the illegitimate combination of the retention chart and Edgar Dale's Cone of Experience--the corrupted…

The authors are attempting to set the record straight regarding the sources frequently cited in the literature of the mythical retention chart and the corrupted Dale's Cone. They point out citations that do not actually connect with relevant works; provide correct citations of sources that are often cited erroneously; add references for overlooked…

Presents a case for conducting exploratory rather than confirmatory research in generating hypotheses as opposed to testing them. Exploratory data analysis, the National Assessment Design, and the analysis of assessment data are explained. (RAO)

Discusses the role of semiotics in instructional systems research, and examines the implications that a semiotic perspective yields for the research training provided to students in instructional systems. Research perspectives and methodologies are described, including differences in qualitative and quantitative research, and data analysis is…

Discusses the development of procedures for data identification and control that minimize the error due to application of systems concepts in performing task analysis of foreign language instruction. (RAO)

Discusses the focus group interview as an effective method of eliciting public opinions at three points in the media production process--concept development, script completion, and completion of rough cut. Interview characteristics, objectives, respondent characteristics, moderator role, physical arrangements, interview techniques, and data…

Describes skin conductance measurement as a physiological procedure to obtain information on onset, duration, intensity, and completion of private physiological responses to parts of films or media products. The mechanics of the technique, how measurements are recorded and analyzed, and types of skin conductance research literature are discussed.…