Correlation, Case studies and Content Analysis

Question 1

what is correlation?

Answer 1

It determines the strength of a relationship between two variables

Question 2

positive correlation

Answer 2

as one variable increases so does the other

Question 3

negative correlation

Answer 3

as one variable increases the increases

Question 4

zero

Answer 4

no correlation between variables

Question 5

a correlational coefficient is always between

Answer 5

-1 and 1 - closer to 0 the weaker the relationship

Question 6

eval of correlations

Answer 6

S: allows researchers to calculate strength of c0-variables relationship
Possible to make predictions from this
W: does not ensure cause and effect
can be misleading and misinterpreted

Question 7

what is a case study

Answer 7

detailed study into the life and background of one individual

Question 8

eval of case studies

Answer 8

S: givr detailed picture on one person
can form basis of future research
W: can never be generalised
study relies on memory which may have been distorted

Question 9

what is content analysis?

Answer 9

Content analysis is a research tool used to indirectly observe the presence of certain words, images or concepts within the media (e.g. advertisements, books films etc.).

Question 10

eval of content analysis

Answer 10

S: can produced lots of detailed data
Both qualitative and quantitative
Replication is possible
W: the observers who carry out the analysis could be biased
the choice of what content to observed can also introduce bias.