Jour 2500 Com. Tech Final Exam

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Interview

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people oriented research

one on one contact with researcher and subject for long period of time

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Survey

Back 2

people oriented research

gathering data from large amounts of people

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Content analysis

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procedure that helps researchers identify themes and relevant issues often contained in media messages

message oriented research

look at the characteristics of communication messages

purpose is to learn something about the message content and about those who produce the messages.

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Meta-analysis

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analyze published studies to look at research trends or themes in published literature

message oriented research

draws conclusions about the strength or consistency of communication effects across studies

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Message or artifact-oriented research

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looks at communication messages and the underlying values associated with messages.

examine archives and already collected data

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People or behavior-oriented research

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looks at human behavior, attitudes and opinions rather than text, content or context of the message.

Ask people to recall and report

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Quantitative research

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uses numerical research to investigate social phenomenon


Results in numbers
Naturalistic
Objective
Deductive
Interaction between Researcher & subjects
Using Statistics
Exploratory

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Qualitative research

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explore and asses things that can not be summarized numerically

Interpretative
Results in language

Naturalistic
Objective
Inductive
Explanatory

Interaction between Researcher & subjects

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Inductive logic

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from specific case to general conclusion

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Deductive logic

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from general to specific

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Variable

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something that can assume different values

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Operationalization

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is the process of defining a fuzzy concept so as to make the concept measurable and to understand it in terms of empirical observations.

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Hypothesis

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prediction of the outcome of the study

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Research question

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nondirectional hypothesis

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directional hypothesis

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which group will be higher or have more of some attribute

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nondirectional hypothesis

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there will be a different but the direction is not predicted

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null hypothesis

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statistical hypothesis

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loaded question

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Don’t you think that racial profiling is a serious problem?

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double-barreled question

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Are you comfortable talking to a stranger and giving a public speech?

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double negative question

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It is impossible to say that policemen would never engage in racial profiling.

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fatigue effect

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Less accurate info due to fatigue

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social desirability bias

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the tendency of respondents to reply in a manner that will be viewed favorably by others

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Conceptual definition

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what it is and what it does

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Operational Definition

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How the concept is put into operation

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Concepts

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the symbols used to refer to phenomena

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dependent variable

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something that is influenced by something else

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independent variable

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something that does not change but can change another variable

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Research Hypothesis

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Hypothesis addressing a relationship between variables

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Directional hypothesis

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nature of the relationship

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Non-directional hypothesis

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does not specify relationship between variables

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Observation

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Qualitative Method
..................analysis
Naturalistic Observation
Varied and Flexible

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grounded theory method

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propositions generated that are believable comprehensive

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Natural accretion

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buildup of artifacts that occurs without the assistance of a researcher

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controlled accretion

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uses materials to control the speed of accretion

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solicited artifacts

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created at the request of a researcher

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Content analysis

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Measures the _amount of something in the media

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The steps of content analysis

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1. Develop research question

2. Sampling

- Pick out a media text to sample that is relevant to your RQ

3. Operationalize your variables

4. Training coders with coding sheet

5. Implementing the coding

- View text, code for your variable on the code book.

6. Intercoding reliability

- compare your results with someone else who coded the same content

7. Result

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Difficulties with Content Analysis

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1. HARD to find good operational definitions for many of the concepts you wish to analyze!

2. Difficult to decide on a measurable unit to analyze.

3. Difficult to train second coders to establish high intercoder reliability.

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artifacts

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materials left behind as a result of communication

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gatekeeper

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individual who controls access to the observation site

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complete observer

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records behavior without interaction or participants being aware

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observer as participant

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minimal interaction, participants are aware

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participant as observer

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more involved with the participants and they are aware they of being recorded

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complete participant

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completely immersed but participants not being aware

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Observation procedures

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1. Framing a research question
2. Gaining access to observation sites
3. selecting an observer role
4. reducing reacting effect
5. developing observational notes
6. analyzing and reporting observation

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sustained observation

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observation undertaken for a long enough period of time that participants are used to the researcher and behave naturally.

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Field notes

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detailed records of who did what, when, where , how during the course of the observation

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observer comments

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records of the behavior, researchers feelings towards whats going on

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Open-ended questions

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Free responses
Rich data; but hard to process

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Closed-ended questions

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Set Response categories
Easy to answer & analyze; but restrictive

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Mutually exclusive

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- choices should be exclusive each to other

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Exhaustive

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have all of the options covered

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structured interview

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all questions listed, read as is

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semi-structured interview

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basic questions listed, free to follow up questions

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unstructured interview

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main topics listed, most flexible in question wording and other.

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code book

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code form providing spaces to record all variables measured

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coding sheet

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A sheet of paper printed with a form on which one can conveniently write a coded program.

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inter-coder reliability

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compare results with someone else that coded the same thing

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IRB

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Institutional review boards- faculty who review all human subject based research or studies

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informed consent

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form researchers must provide for participants explaining risks and they must sign it.

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Advantage of content analysis

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Deal with large amounts of data
Readily available materials
Relatively fast process
Inexpensive
Easy to replicate
Deal with very current subjects
Unobtrusive (vs. observation)
Statistical analysis

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content analysis

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Deal with large amounts of data

Readily available materials

Relatively fast process

Inexpensive

Easy to replicate

Limited communication which has been recorded in some form

Difficulty of drawing inferences about intentions of sources or isolating effects