Exam One Flashcards
(140 cards)
1
Q
mass communication
A
any form of communication transmitted via medium while reaching large numbers of people
2
Q
mass media
A
channels that carry mass communication
3
Q
smart mass media
A
smartphones, start TVs, tablets
4
Q
research
A
an attempt to discover something
5
Q
typical philosophy for research
A
1) find out what target audience wants
2) give it to them
3) tell them you gave it to them
6
Q
two main questions in research
A
1) how to use research methods/statistical procedures?
2) when to use them?
7
Q
algorithms
A
generation of statistical procedures (used to investigate research questions/hypotheses
8
Q
development phases
A
1) interest?
2) research about users
3) investigation of social, psychological, physical effects
4) research on improvement
9
Q
four major events that encouraged growth of mass media
A
1) WWI
2) advertising of 1950s and 60s (persuasion to buy)
3) increase of interest of effects (research on violence and sexual content
4) increased competition for advertising
10
Q
methods
A
ways of collecting data
11
Q
“survival kit”
A
1) info on consumers changing values
2) shift in demographic pattern
3) developing lifestyle trends
12
Q
scientific research
A
organized, objective, controlled, qualitative and quantitative empirical analysis of one/more variables (begins with basic question about scientific phenomenon)
13
Q
five methods of knowing
A
1) tenacity
2) intuition
3) authority
4) science
5) self-discovery
14
Q
tenacity
A
something is true because is has always been true
15
Q
intuition
A
something is true because it’s “self evident”
16
Q
science
A
something is true via process of small steps
17
Q
authority
A
something is true because of a trusted source
18
Q
self discovery
A
something is true because of learning and knowing without intervention
19
Q
six characteristics of scientific method
A
1) public (maintaining published reports, replication)
2) objective (letting the chips fall where they may)
3) empirical (knowable and potentially measurable
4) systematic and cumulative (no single research study stands alone, use previous study as building blocks)
5) predictive
6) self-correcting
20
Q
constitutive definition
A
defines word by subbing other concepts for it
21
Q
operational definition
A
specifies procedures that allow one to experience/measure a concept
22
Q
theory
A
set of related propositions that presents systematic view of phenomena by specifying relationships among concepts
23
Q
law
A
statement of fact meant to explain action that is true/universal
24
Q
research procedures
A
purpose of sci method is to provide objective eval of data
25
eight steps to guarantee validity
1) select problem
2) review existing research and theory
3) develop hypotheses/research questions
4) determine methodology (qual and quan)
5) collect relevant data
6) analyze and interpret results
7) present in appropriate form
8) replicate study as necessary
26
two sections of research
academic (basic, public, less expensive)
| private (applied, exclusive, more expensive)
27
archive data
valuable ideas for researchers
28
secondary analysis
using data for historical tracking, prediction of audiences in the future, relationships of audience ratings and ad revenue
29
hypothesis
formal statement regarding variable relationship
30
four phases
1) understanding the medium
2) studying how medium is used
3) studying medium effects on social/psychological effects
4) medium improvement
31
concept
abstract idea formed by generalizing from particulars, summarizing related observations
32
authoritarianism
represents a construct defined to describe certain type of personality
33
variable
something that can change or vary, more than one value along continuum
34
marker variable
define/highlight construct under study
35
independent variable
systematically varied by research
36
dependent variable
observed, values depend on influence o ind. variable, what the researcher wishes to explain
37
discrete variable
finite set of values
38
continuous variable
take any balue, break in subjsections
39
predictor/antecedent variable
used for predictions
40
criterion variable
assumed to be affected
41
control variable
due to independent variable, not another source
42
Kerlinger
measured/experimental (operational definitions)
43
qualitative research characteristics
natural setting, flexible, sample size too small, prelim step, data reliability
44
quantitative research characteristics
bigger sample size, measure variables, exactness is important
45
triangulation
qual & quant to understand nature of research problem
46
measurement
assigning numerals to objects
47
isomorphism
identity or similarity of form/structure
48
dummy variables
results of conversion process
49
factor fusion
artificial restriction of range of ratings
50
Likert scale
summated rating approach, 5 points with descriptions
51
semantic differential
measure meaning of an item for individual, "good or bad", "pleasant or unpleasant"
52
stability
consistency of result
53
internal consistency
examining consistency among items that compose a scale
54
Cronbach's Alpha
analysis of variance to assess internal consistency
55
cross-test reliability
assess relative correlation between parallel forms of a test
56
face validity
confirmation of measurement
57
predictive validity
checking against future outcome
58
population
group/class of subjects, variables, concepts
59
census
examination of every individual in population (time/resource constraints)
60
sample
subset of population, representative of entire population
61
sampling error
related to selecting sample from population
62
non-sampling error
every other aspect of research study
63
parameters
characteristics
64
sampling methods (2)
1) probability (uses mathematical guidelines where each unit's chance for selection is known)
2) non-probability (does not follow guidelines)
65
issues to consider
1) purpose of study
2) cost V. value
3) time constraints
4) amount of acceptable error
66
screener questions
no qualifications/restrictions
67
available sample
collection of readily accessible subjects, elements
68
purposive sample
respondents, subjects, elements selected for specific characteristics/qualities, eliminates those who fail to meet criteria
69
quota sample
subjects are selected to meet a predetermined percentage
70
snowball sampling
academic research, researcher randomly contacts qualified respondents, asks for references to others who qualify for research study
71
simple random sample
each subject, element has equal chance of being selected
72
RDD
random digit dialing, telephone surveys
73
ABS
address-based sampling
74
sampling interval
space between two numbers
75
sampling frame
complete list of members from population
76
periodicity
order of items in a population list that may introduce bias in selection process
77
stratified sample
approach used to get adequate representation of subsample
78
cluster sampling
select sample in groups/categories
79
stratified sample (2)
1) proportionate strat. sample (strata w/ sizes based on proportions of population
2) multistage sampling, households are selected
80
seven factors of sampling
1) project type
2) project purpose
3) project complexity
4) amount of tolerable error
5) time constraints
6) financial constraints
7) previous research in area
81
central limit theorem
sum of large # of independent and identically distributed random variable
82
Gaussian distribution
bell-shaped curve
83
FPCF
finite population correction factor
84
weighting
(sample balancing) subject totals in given categories do not reach necessary population percentages, subjects responses may be manipulated
85
simple random sample
entirely by chance, basic
86
systematic random sample
everyone gets a number, picks every 3rd person, etc.
87
ethics
right from wrong, proper from improper, no universal definition
88
general types of theories
1) deontological (rule-based)
2) teleological (balancing)
3) relativistic
89
categorical imperatives
principles that define appropriate action in all situation
90
utilitarianism
John Stuart Mill
| test for determining rightness of behavior depends on
91
relativism
no absolute right/wrong way to behave
92
principles of ethics (4)
1) autonomy
2) non-maleficence
3) beneficence
4) justice
93
autonomy
self-determination, roots in categorical imperative, researcher respects rights, value, decisions with informed consent
94
non-maleficence
wrong to intentionally harm other person
95
beneficence
positive obligation to remove existing harms, confer benefits on others, weighs harmful risks and benefits
96
justice
deontological, teleological, people who are equal in relevant respects, should be treated equally
97
Frey, Botan, Kreps rules
1) provide free choice
2) protect right to privacy
3) benefit, don't harm
4) respect
98
8 things for researchers to disclose
1) purpose, expected duration and procedures
2) subject rights
3) forseeable consequences
4) factors that will influence
5) research benefits
6) limits of confidentiality
7) incentives
8) contact for questions
99
concealment
withholding certain info
100
deception
deliberately lying
101
Kelman's three questions
1) how significant is the study?
2) alternative procedures?
3) how severe is deception?
102
debriefing
describe purpose of research, encourages subject to ask questions
103
advantages of surveys
```
inexpensive
obtain current info
large amounts of info
quantitative data
used often
```
104
disadvantages of surveys
people don't tell the truth
bad at telling the truth
low response rate
bad questions lead to bias answers
105
bad survey questions
1) overly complex
2) double barreled
3) aren't exhaustive
4) mutually exclusive
5) loaded question
106
four key points of surveys
collect/analyze social, economic, cultural data
based on interviewing, asking for info
representative samples of population being studied
info obtained from samples is valid for general population
107
two kinds of surveys
descriptive
| analytic/explanatory
108
VALS
values and lifestyle
109
ratings
percentage of people in an area tuned to station/network
110
shares
number of people tuned into station, correlated to sets in use
111
demographics
info like age, gender
112
content analysis
most commonly used research methods to deal with media and communications (measure human behavior)
113
quantitative
number of occurrences
114
systematic
relevant aspects of sample
115
objective
categorize units using defined criteria
116
manifest
tangible and observable
117
operational definition
operations and indicators define concepts
118
advantages of content analysis
```
unobtrusive
inexpensive
current events
easy to obtain materials
yields quantifiable data
```
119
disadvantages of content analysis
```
finding representative sample
determining measurable units
obtaining reliability in coding
defining terms operationally
ensuring validity
```
120
advantages of experiments
establishes cause and effect
controlled environment, variables, subject
replicable
detailed report
121
limitations of experiments
artificial nature
researcher bias
limited scope
122
conducting questions for experiments
1) setting?
2) experimental design?
3) operationalize variables
4) how to manipulate independent variable
5) select/assign subjects to experimental conditions
6) pilot study
7) administer
123
confederate
"spy" in experiment
124
types of variables
independent
dependent
predictor
outcome
125
nominal variable
numbers used to classify things into categories
gender, sex, political party, ethnicity
**RANDOM
126
ordinal variable
ranked categories
| 1st, 2nd, 3rd, 4th, socioeconomic status
127
interval variable
equal distance between numbers but no true zero point
Likert
most research scales
128
ratio variable
equal distance between points WITH true zero
129
types of scales
rating
Likert
semantic differential
130
levels of measurement
nominal
ordinal
interval
ratio
131
reliability V. validity
reliability gets consistent answers, validity measures what it's supposed to
132
how to interpret SPSS results
anything above 0.7 is considered good validity
133
reliability
consistent answers, measures stability and internal consistency
134
validity
measures what it's supposed to, measures face validity and concurrent validity
135
types of probability sampling
simple random
systematic random
stratified
cluster
136
types of non-probability sampling
convenience
purposive
snowball
** introduces sampling bias and error
137
four main principles of research
provide free choice
protect right to privacy
benefit not harm
treat with respect
138
voluntary participation
informed consent
warned about risks and discomfort
no coercion of participation
*new media and consent
139
question order
```
close ended questions
important variables up front
one topic at a time
transitional questions
demographics last
```
140
use of content analysis
establish starting point for studies on media effects
