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48 Cards in this Set
- Front
- Back
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Unit of Analysis |
· Individuals
· Social Groups · Texts (message focus) · Organizations |
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Applied Survey Research |
Political polls - public opinion Market research - consumers' attitudes/preferences Evaluation research - performance of programs, products or organizations |
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Sampling Frame |
list of population from which they will sample |
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Systematic sampling (random) |
every Nth person is sample |
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Stratified sampling (random) |
select subjects based on characterisitcs |
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Convenience sampling (nonrandom) |
AKA college students
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Quota sample (nonrandom) |
use available % to select people |
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volunteer sample (nonrandom) |
People choose to participate & are rewarded |
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Snowball sample (nonrandom) |
getting names of people from subjects |
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Ecological Fallacy |
when you make conclusions about individuals based only on analyses of group data
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inexpensive but low response rate |
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Interviews |
- can get personal answers and clarify ambiguities - questions can be more biased - not generalizable |
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Primary Questions |
Beginning question |
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Secondary question |
used to elaborate on the primary questions |
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Ethnography |
How do people make sense of the world? |
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Ethnomethodology |
Looking at how we do things with words "I promise" "I do" "I guarantee" |
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Authoethnography |
Self-examination Narcissistic research |
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Emic observation |
Close observation - go to a football game to understand why being a sooner is so important |
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Etic observation |
distant - sit in the union to understand how people meet and greet |
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Complete participant |
involved but does not inform others |
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participant as observer |
fully involved in activity |
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observer as participant |
only partially involved |
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complete observer |
watches from afar |
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Field Notes - Procedural |
What you saw |
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Field Notes - Personal |
What you felt |
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Naturalist paradigm |
we can only know by learning from experiences |
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Key informants |
People who have knowledge or experience and can provide insight |
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Semi-structured interview |
- questions outlined - probes outlined - easy to conduct and replicate |
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Highly structured interview |
- a close ended survey where you provide the question and the possible answers |
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Textual analysis |
Describes the content, structure and functions o the messages contained in texts |
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Rhetorical criticism |
systematic method for describing, analyzing, interpreting, and evaluating the persuasive force of messages embedded within texts |
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Content Analysis |
Analysis of the content such as the amount, characteristics, |
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Fantasy theme analysis |
examines common images used to portray narrative elements of situations |
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Dramatic analysis |
Burkes "all communication can be seen as a dramatic event" act purpose agent agency scene |
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Classical Rhetoric |
developed by Greeks and Romans examined how speech drew support |
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Contemporary Rhetoric |
incorporates a range of philosophical perspectives now studies mass media messages and other communication contexts |
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Historical Criticism |
how important past events shape and are shaped by rhetorical messages. |
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Oral histories |
spoken accounts of personal experiences primary source |
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Historical case studies |
explore texts related to a single historical event |
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Focus Groups provide |
- experiences - attitudes - opinions - behaviors - future behaviors |
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Focus Group Moderator |
- creative mind - analytical skills - verbal skills - tolerance |
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Feminist Criticism and Critical Theory |
how gender is produced and reified through language and images. |
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Belmont Report |
Established respect and justice for participants - informed consent |
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Beneficence |
- research should set out to search for the good. |
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Research Ethics |
Morals principles and rules of conduct governing activities of research |
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Relativist |
lets the situation dictate; decision is based on circumstances |
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Absolutist |
firm in principles; knows exactly how to act based on beliefs |
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Ends justify the means |
The end of a situation justifies all the bad things in between |
