coms201 Flashcards
(29 cards)
What is the goal of the social scientific paradigm?
To discover theories that explain and predict human behavior through empirical observation and logical reasoning.
What are the four basic principles of the social scientific method?
A theory should be present
Predictions (hypotheses) should be made
Observations should be conducted
Empirical generalizations should be drawn
What type of logic does the social scientific paradigm use?
Both inductive and deductive logic to test and confirm theories.
What is the nature of reality in the social scientific paradigm?
Reality is objective and can be observed, measured, and generalized through systematic study.
What type of methods are favored in the social scientific paradigm?
Quantitative methods—e.g., surveys, experiments, and statistical analysis.
What is the main belief of the interpretive paradigm?
Reality is socially constructed through individual perceptions, meanings, and interactions.
What is the goal of interpretive research?
To understand how people construct meaning in life and through communication.
What do interpretivist researchers typically use instead of hypotheses?
Research questions that guide exploration of meaning and experiences.
What kind of methods are used in the interpretive paradigm?
Qualitative methods—interviews, ethnography, case studies, and textual analysis.
What is the primary focus of the critical paradigm?
Power, inequality, and oppression—specifically how they operate and how they can be challenged through research.
What is the goal of critical research?
To transform society, expose power imbalances, and promote justice and emancipation.
What does critical theory seek in communication research?
To change power relationships and overcome oppression rather than merely describe or explain them.
What is the role of the researcher in the critical paradigm?
An engaged, transformative agent who actively critiques systems of power and seeks social change.
What kinds of methods are used in critical research?
Often qualitative and reflective—e.g., critical discourse analysis, ethnography, and participatory research.
What is Quantitative Data
Quantitative data is numerical information that can be measured and analysed statistically
What is Qualitative Data
Qualitative data is non-numerical information that captures descriptions, meanings, experiences, and interpretations
What are the three types of data collection?
Archival research
Field research
Lab research
What is Archival Research
Archival research is a research method that involves analysing existing records or documents that were created in the past, often for purposes other than research. These materials are typically stored in archives, libraries, databases, or online repositories.
What is Field Research
Field research is a research method where data is collected directly in natural settings, rather than in a lab or through pre-existing records. The goal is to observe and understand behaviour, communication, or events as they naturally occur.
What is Lab Research
Lab research is a research method conducted in a controlled, indoor environment, where researchers can manipulate variables and observe outcomes in a systematic way
What are the sampling considerations
Simple random
Systematic random
Stratified random
What is simple random
Simple random sampling is a probability sampling method where every member of the population has an equal chance of being selected
What is Systematic random
Is a probability sampling method where you select members of a population at regular, predetermined intervals, ensuring each member has an equal chance of being chosen
What is Stratified random
Stratified random sampling is a method of sampling from a population that involves dividing the population into distinct subgroups, called strata, based on a specific characteristic (such as age, gender, income level, etc.).
