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COMM 308: methods > Critical Topics Exam 3 > Flashcards

Critical Topics Exam 3 Flashcards

1
Q

Unobtrusive research

A

methods of studying social behavior without affecting it

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2
Q

Content analysis

A

a. The study of recorded human communication messages (i.e. books, websites, paintings, laws)

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3
Q

Sampling and units of analysis

A

units of analysis: the what or whom being studied

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4
Q

Krippendorf’s six questions

A

i. Which data are analyzed?
ii. How are they defined?
iii. What is the population from which they are drawn?
iv. What is the context relative to which the data are analyzed?
v. What are the boundaries of the analysis?
vi. What is the target of the inferences?

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5
Q

CDC example

A

NAME?

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6
Q

Rimm report example

A

b. Carnegie-Mellon study of pornography on the internet
c. Conclusion:
i. After a year f exploring the internet, Usenet, World Wide Web, and computer Bulletin Board Systems (BBS), the research team discovered that one of the largest (if not the largest) recreational applications of users of computer networks was the distribution and consumption of sexually explicit imagery.

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7
Q

McMillan’s five issues for coding web content

A

i. How to identify the units to be sampled?
ii. How to collect data for cross-coder tests when the Web changes rapidly
iii. How to solve copyright issues if researchers download Web pages fro analysis
iv. How to standardize units of analysis given the multimedia features of the web?
v. How to check inter-coder reliability

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8
Q

Pros and cons of method

A

NAME?

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9
Q

Quantitative analysis

A

the numerical representation and manipulation of observations for the purpose of describing and explaining the phenomenon that those observations reflect.

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10
Q

Levels of measurement

A

i. Nominal (e.g. gender, hair color, ethnicity)
ii. Ordinal (e.g. SES, conservation)
iii. Interval (e.g. temperature (F), IQ scores)
iv. Ratio (e.g. temperature (kelvin), age, GPA)

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11
Q

Univariate analysis

A

NAME?

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12
Q

Distributions & central tendency

A

i. Frequency distribution: a summary of the frequencies with which each reported value appeared in the sample.
c. Central tendency
Ex: mean, median, mode

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13
Q

Mean, mode, and median

A

mean: average
mode: is multiple variable of the same
median: middle variable

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14
Q

Dispersion & standard deviation

A

e. Dispersion – the distribution of values around some central value such as an average/mean
2. Standard deviation:
a. High standard deviation = data is more dispersed
b. Low standard deviation = data is more bunched together
c. a measure of dispersion around the mean

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15
Q

Continuous variables

A

f. Continuous variable – a variable whose attributes form a steady progression, such as age of income.
i. Ordinal (e.g. SES, conservation)
ii. Interval (e.g. temperature (F), IQ scores)
iii. Ratio (e.g. temperature (kelvin), age, GPA)

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16
Q

discrete variables

A

g. Discrete variable – a variable whose attributes are attributes that are separate from one another, such as gender (female/male) or political affiliation (democrat/republic).
i. Dichotomous (this or that)
1. Either/or
2. Ex: yes or no? male or female?
ii. Categorical
1. Whole series of/clusters/groups
2. Ex: What color is your hair?

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17
Q

Hypothesis

A

news use will be positively associated with political knowledge

18
Q

Null Hypothesis

A

: news use will NOT be positively associated with political knowledge

i. Negative guess
ii. Null hypothesis is the opposite of a hypothesis- what is actually tested statistically. Our statistics don’t test hypotheses. They refute null hypotheses.

19
Q

Univariate statistics

A

i. Include descriptive statistics & frequencies of single variables
ii. Provide general picture of data (or of subgroup comparisons)
iii. Do Not Determine Significance

20
Q

Bivariate statistics

A

i. Include Pearson correlation (coefficient (r) is one of the most frequently used parametric statistics in communication research)
ii. Statistical tests of relationship of two variables
iii. Determine statistical significance

21
Q

Multivariate statistics

A

i. Regression, ANOVA, etc.
ii. Statistical tests of relationship
iii. Determine statistical significance

22
Q

P-Value

A

a. Measures how certain we are that we can reject the null hypothesis
b. Probability, ranging from 0 to 1.
i. The smaller the p-value, the more strongly a test rejects the null hypothesis
c. Commonly reported p-values: .001, .01, .05
***MUST HAVE A NUMBER LESS THAN .05
INDICATOR OF SIGNIFICANCE (meaning strong, important, interesting, or worth reporting)
THE LOWER THE P-VALUE, THE MORE SIGNIFICANT

23
Q

descriptive statistics

A

statistical computations describing either the characteristics of a sample or the relationship among variables in a sample.

a. Measures of association
i. Association of two different variables

24
Q

Measures of association

A

Association of two different variables

25
Q

linear Regression analysis

A

a form of statistical analysis that seeks the equation for the straight line that best describes the relationship between two continuous variables

26
Q

Inferential statistics

A

the body of statistical computations relevant to making inferences from the findings based on sample observations to some larger population

27
Q

Levels of significance

A

in the context of texts of statistical significance, the degree of likelihood that an observed, empirical relationship could be attributed to sampling error
i. A relationship is significant at the .05 level if the likelihood of its being only a function of sampling error is greater than 5 out of 100

28
Q

t-test

A

i. Measure for judging the statistical significance of differences in two group means/averages.
ii. T-test is commonly used experiments
iii. Can be dichotomous and categorical

29
Q

chi-square

A

i. Chi-square Table statistics normally used in content analysis to indicate whether a form of content has a certain coding category
1. Thus, whether a nominal variable is present or not

30
Q

Path analysis

A

NAME

31
Q

Factor analysis

A

used in scales

i. Measures series of items and indicates how many dimensions that they constitute
ii. Used to test whether ten items could cluster together to measure one or two concepts
iii. Standard deviation – 1 level of dispersion

32
Q

ANOVA/ANCOVA

A

whether the several groups differ significantly on the dependent variable (pg. 287)

i. Analysis of variance, a parametric statistical test designed to assess differences between more than two groups
1. One-way ANOVA: involves three or more nominal groups on a single independent variable
2. Factorial ANOVA: involves at least two independent groups, each of which has a minimum of two nominal groups.

33
Q

Multiple regression analysis

A

a form of statistical analysis that seeks the equations representing the impact of two or more independent variables on a single dependent variable.

34
Q

“Structure equation model”

A

Looking at the steps, it permits us to treat multiple series of regression models at the same time. know the general look for the model because it’s the only one we’ve studied that tests multiple steps at the same time.

35
Q

qualitative field research paradigms

A

a. Naturalism
b. Ethnomethodology
c. Case studies
d. Institutional ethnography
e. Participatory actions research
f. Grounded theory

35
Q

qualitative field research paradigms

A

a. Naturalism
b. Ethnomethodology
c. Case studies
d. Institutional ethnography
e. Participatory actions research
f. Grounded theory

36
Q

Qualitative Field research Relations to subjects

A

i. Objectivity
ii. Alien/Martian
iii. Reflexivity
1. The researcher being aware of his/her effect on the process and outcomes of research

36
Q

Qualitative Field research Relations to subjects

A

i. Objectivity
ii. Alien/Martian
iii. Reflexivity
1. The researcher being aware of his/her effect on the process and outcomes of research

37
Q

Qualitative Field research Reactivity

A

the problem of social research subjects potentially reacting to being studied, thus altering their behavior when what it would have normally been.

37
Q

Qualitative Field research Reactivity

A

the problem of social research subjects potentially reacting to being studied, thus altering their behavior when what it would have normally been.

COMM 308: methods (4 decks)

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