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25 Cards in this Set
- Front
- Back
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what is research?
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-attempt to discover something
-daily routine -analyze, test, and evaluate -a process employed to answer questions |
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what is phase 1 of research?
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the medium itself (internet, TV, newspaper, film)
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what is phase 2 of research?
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users and uses of the medium (who?, why?)
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what is phase 3 of research?
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effects of the medium (social, psychological, cognitive, affective, behavioral)
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what is phase 4 of research?
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how the medium can be improved (pro-social, informative, entertaining, profitable)
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hypothesis
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formal statement regarding relationship between variables and is tested directly
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research question
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formally stated question intended to provide indications about something- not limited to investigating relationships between variables
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internal validity
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rules out plausible, but inaccurate explanations of results, does the study really investigate the proposed research question or hypothesis?
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external validity
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how generalizable are the findings across populations, settings, and time?
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deontological theories
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rule-based, Kant's categorical imperative
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Kant's categorical imperative
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principles that define appropriate action in all situations, the "golden rule"
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teleological theories
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balancing, Mill's utilitarianism
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Mill's utilitarianism
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actions are measures to maximize good and minimize harm, the end may justify the means, unintended consequences?
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relativistic theories
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circumstantial, no absolute right or wrong, decisions based on the culture (i.e. cultural relativism, situational relativism)
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autonomy
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self-determination, respect for rights, values, and decisions of participants
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nonmaleficence
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it is wrong to intentionally inflict harm on others
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beneficence
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remove existing harms and confer benefits on others
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justice
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equal treatment, fairly administered
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Code of Research Ethics
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-provide the people being studied with free choice
-protect their right to privacy -benefit them, not harm them -treat them with respect |
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types of print media research
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reader profiles, item-selection studies, reader-nonreader studies, uses and grats studies, editor-reader comparisons, magazine readership research
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types of print research
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circulation research, newspaper mgmt research, typography and makeup research, readability, print media research and the internet, precision and database journalism
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types of ratings research
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Nielsen- TV (people meter, electronic box, diaries, sweeps)
Overnights Arbitron- radio |
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controversies of ratings research
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aprroximate/estimates, competing companies, human error, equipment error
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sampling
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impossible to study the more than 100 million households
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multistage area probability
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technique that attempts to assure that the sample reflects that actual population
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