The Advertising section of the proceedings contains the following 16 papers: "Ethics of Advertising Practitioners: An Explanation Based on a Classical Theoretical Framework" (Cornelius B. Pratt and E. Lincoln James); "Sex Roles in Frightening Film Newspaper Advertisements: An Overview of the Past 50 Years" (Melissa M. Spirek);…

This review of the literature looks at writing disabilities in the context of special education services provided within regular classrooms. A definition of learning disabilities as well as a discussion of effects of left and right brain dominance and of the steps of the writing process begin the paper. Among the findings of the research synthesis…

This study attempted to validate the use of academic growth and development items from Tennessee alumni surveys as measures of program quality and effectiveness at the University of Tennessee (UTK), Knoxville. The argument is made that it is essential that the instruments used to assess students educational outcomes be valid measures of the goals…

This paper reports on research that was designed to produce a limited number of assessment standards judged by experts as the most important standards in the practice of quality assessment in undergraduate higher education. The study collected the opinions of a group of national assessment experts and employed a modification of the Delphi…

The main purpose of this paper on a study of Indonesian concepts of human nature is to demonstrate practical instances of cooperation between Western and Third World researchers. It is asserted that Western researchers must understand the general views of human nature held by individuals in Third World countries before they can apply theories in…

This primer is designed to provide a step-by-step guide for state policymakers and state agency officials interested in assessing the literacy skills of the people of their state. Chapter 1 describes the importance of assessing the literacy skills in each state. Literacy is discussed as an economic necessity, a requirement for a healthy democracy,…

Working out assessment philosophy and practices takes time, as the team members working on the "Competent Children" research project in New Zealand have found out during the first 18 months of the project. It is imperative that those with expertise in early childhood care and education insist on developmentally appropriate assessment…

A year-long cooperative study examined school readiness and academic achievement of normal and at-risk students. Subjects were 360 Russian and 400 American first-graders. A Russian-developed diagnostic screening instrument was used to identify at-risk individuals. Data were then collected through achievement tests at the beginning and end of the…

The study is a methodological inquiry into the interpretation of qualitative data. It explores a grounded theory approach to the synthesis of data, and examines, in particular, construction of categories. It focuses on ways of organizing data and attaching meaning, as research problems embedded in cultural context are explored. A qualitative…

Too few researchers understand what statistical significance testing does and does not do, and consequently their results are misinterpreted. This Digest explains the concept of statistical significance testing and discusses the meaning of probabilities, the concept of statistical significance, arguments against significance testing,…

The inherent methodological problem in conducting research at multiple sites is how to best derive an overall estimate of program impact across multiple sites, best being the estimate that minimizes the mean square error, that is, the square of the difference between the observed and true values. An empirical example illustrates the use of the…

Preparing the final report for an evaluation project often involves preparation of lengthy tables. To prevent persons from having to retype the data already in a mainframe file and then verify the data, the Evaluation and Assessment Laboratory of the University of Alabama (Tuscaloosa) uses a simple procedure that entails: (1) formatting the output…

This article describes a qualitative research approach (in-depth phenomenological interviewing) and illustrates, through the example of an actual study, its potential for helping institutions of higher education understand their students. It argues that progress in understanding college student outcomes, such as persistence, has been retarded by…

This paper addresses the measurement of classroom environment and proposes an alternative approach to assessing classroom environment that allows subjects greater spontaneity and provides greater descriptive flexibility. A study asked 31 college professors at Midwestern State University of Wichita Falls, Texas, to generate lists of adjectives…

It was once thought that research skills were too cognitively demanding for English-as-a-Second-Language (ESL) students. This paper presents guidelines for teaching the research process to secondary ESL students at both beginning and advanced language proficiency levels. The following steps related to writing and presenting orally a research…