chapter 2 - vocab Flashcards
inductive theory
a theory developed by gathering data first, then drawing conclusions
deductive theory
developed by starting with a theory then gathering data to support, reject or refine the theory
primary research
research supported by the person who conducted it
experiment
a research method that involved control and manipulation of variables
independent variable
the presumed cause
dependent variable
the presumed effect
manipulation
in establishing causality, research participants are exposed to varying levels of the independent variable
laboratory experiment
an experiment that takes place in a location other than where people would normally engage in particular communication
field experiements
an experiment that takes place in a location where people would normally engage in particular communication
survey research
a method that involves asking people what they think or do
interview
an oral survey method
focus group
a survey method that onvolved questioning a small group of people at the same time
questionnaire
a written survey method
open-ended question
questions that allow a respondent to use his or her own words to respond
textual analysis
a research method that studies the characteristics or patterns of a written or recorded message
rhetorical criticism
a research method that involves describing, interpreting, and analyzing texts
content analysis
a research method that involves creating categories for communication content and counting the number of times each category appears
text/data mining
uses advances data analysis techniques to uncover patterns in large amounts of information
interaction analysis
focuses on the nature or structure of interaction
ethnography
requires the researcher to immerse himself or herself into a particular context or culture in order to understand communication riles and meanings
complete participant
in an ethnography, when the researcher is fully involved in the social setting, and the participants do not know the researcher is studying them
participant observer
in an ethnography, when a researcher becomes fully involved with the culture or context but admits his or her research agenda before entering the environment
complete observer
in an ethnography, when the researcher does not interact with the members of the culture or context
humanistic approach
the philosophical approach to the study of communication that involves pragmatism, as well as specific theoretical and methodological commitments
subjectivity
the belief that meaning is unique to each person
interpretation
the understanding that someone derives from a message
objectivity
the belief that researchers should be value-free when conducting research
generalizations
a pattern that holds true across groups, time and place
determinism
the belief that causes and effects can be uncovered when studying human communication
pragmatism
the belief that scholars should focus on the communicative choices people make
social scientific approach
the philosophical approach to that study of communication that involves determinism, as well as specific theoretical and methodological commitments
quantitative
an approach to analyzing data that focuses on numbers or stats
qualitative
an approach to analyzing data that focuses on rich description of what has been observed, interpreted, or critiqued
extension
when new concepts or ideas are added to a theory
intension
a deeper or more nuanced understanding of theoretical conecepts
