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11 Cards in this Set
- Front
- Back
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Content Analysis
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A systematic, objective, and quantitative method for researching messages
Stuides the content of the the message itself |
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Intercoder Reliabilities
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If you and another person get different results, there is poor intercoder reliability
Scott's Pi = Obs.agreement-exp. agreement/ 1-exp. agreement |
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Unitizing: Sampling Units
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What type of content will be sampled
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Unitizing: Recording Units
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Individual parts of a sampling unit the researcher is examining
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Unitizing: Context Units
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contextual features that may appear in a individual recording unit
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Simple random sampling
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Selection of a certain number of sampling units, at random, from the entire population of avaliable sampling units.
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Stratified Sampling
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Different subcategories of the sample are indentified and then randomly selected.
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Systematic Sampling
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Invloves designating a timeframe (k) and selcting every kth sampling unit with the population
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Cluster Sampling
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Sampling of an entire group of sampling units
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Manifest Content
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Objective- clear presence; the words that can be clearly picked up when reading
Ex. How many inches the news article is in the paper, what is the position of the aritcle |
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Latent Content
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When you are trying to look for something subjective
Ee. Look for themes to see if they are present or not |
