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18 Cards in this Set
- Front
- Back
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Applied Research
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Ratings
Polling data Mall Ladies Answer specific questions Driven by 'need to know' |
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Scholarly Research
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Media Effects
Uses and gratifications Political economy Attempts to explain and understand media. Complex questions Driven by theory Academic/public Influenced by culture |
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Questions asked in Applied research
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What are you watching
Who will you vote for Which of these products do you prefer |
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Questions asked in Scholarly research
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Does tv/movies/music/videogames cause violence
Why do we use video games How does corporate ownership influence content. |
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Atheoretical research
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Without theory
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Commercial research
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Paid for
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Proprietary research
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Pay to use somones information
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Research methods
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Questions
Sampling Methods |
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How do we evaluate information
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Importance of methodolgy
Sampling-Design and execution. Error and weighting Data collection-Issues associated with each method |
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Who gets picked in a sample
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Probability- Random. Everyone has an equal chance
Nonprobability - Convenience |
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Probability Sample
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Define population- units of analysis (people or households). Demographics. Universe (who is to be included)
Sampling frame |
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Sample Design
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Simple- picking at random
Systematic- use list to pick every 'nth' Multi-stage clustering- two stages (block/home) Stratified- group by characteristics Cross Sectional Surveys- One point in time. Longitudinal- Over time. Trend(not same people) Panel (Same people) |
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Sources of Error
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Sampling error
Non-response error response error (bias) processing error |
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Sampling Error or Margin of Error
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+/- numbers
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Quantifying behavior
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Process of assigning numbers to individuals
Measurement methods |
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Two key components for measurement
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Reliability- Consistency. Over-time. Across different sub-samples
Validity- Accuracy. Actually measuyring what you think you're measuring. Threats- Sampling error. measurement/question design (bias) |
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Measurement Techniques
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Diaries
Household and people meters Internet measure Questionnaires (surveys) Telephone recall Focus groups (next class) |
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Qualitative data industry use
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Lifestyles
Focus groups Ethnographies |
