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Mass Media Research Methods > Exam One > Flashcards

Exam One Flashcards

1
Q

mass communication

A

any form of communication transmitted via medium while reaching large numbers of people

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2
Q

mass media

A

channels that carry mass communication

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3
Q

smart mass media

A

smartphones, start TVs, tablets

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4
Q

research

A

an attempt to discover something

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5
Q

typical philosophy for research

A

1) find out what target audience wants
2) give it to them
3) tell them you gave it to them

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6
Q

two main questions in research

A

1) how to use research methods/statistical procedures?

2) when to use them?

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7
Q

algorithms

A

generation of statistical procedures (used to investigate research questions/hypotheses

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8
Q

development phases

A

1) interest?
2) research about users
3) investigation of social, psychological, physical effects
4) research on improvement

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9
Q

four major events that encouraged growth of mass media

A

1) WWI
2) advertising of 1950s and 60s (persuasion to buy)
3) increase of interest of effects (research on violence and sexual content
4) increased competition for advertising

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10
Q

methods

A

ways of collecting data

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11
Q

“survival kit”

A

1) info on consumers changing values
2) shift in demographic pattern
3) developing lifestyle trends

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12
Q

scientific research

A

organized, objective, controlled, qualitative and quantitative empirical analysis of one/more variables (begins with basic question about scientific phenomenon)

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13
Q

five methods of knowing

A

1) tenacity
2) intuition
3) authority
4) science
5) self-discovery

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14
Q

tenacity

A

something is true because is has always been true

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15
Q

intuition

A

something is true because it’s “self evident”

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16
Q

science

A

something is true via process of small steps

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17
Q

authority

A

something is true because of a trusted source

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18
Q

self discovery

A

something is true because of learning and knowing without intervention

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19
Q

six characteristics of scientific method

A

1) public (maintaining published reports, replication)
2) objective (letting the chips fall where they may)
3) empirical (knowable and potentially measurable
4) systematic and cumulative (no single research study stands alone, use previous study as building blocks)
5) predictive
6) self-correcting

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20
Q

constitutive definition

A

defines word by subbing other concepts for it

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21
Q

operational definition

A

specifies procedures that allow one to experience/measure a concept

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22
Q

theory

A

set of related propositions that presents systematic view of phenomena by specifying relationships among concepts

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23
Q

law

A

statement of fact meant to explain action that is true/universal

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24
Q

research procedures

A

purpose of sci method is to provide objective eval of data

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25
Q

eight steps to guarantee validity

A

1) select problem
2) review existing research and theory
3) develop hypotheses/research questions
4) determine methodology (qual and quan)
5) collect relevant data
6) analyze and interpret results
7) present in appropriate form
8) replicate study as necessary

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26
Q

two sections of research

A

academic (basic, public, less expensive)

private (applied, exclusive, more expensive)

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27
Q

archive data

A

valuable ideas for researchers

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28
Q

secondary analysis

A

using data for historical tracking, prediction of audiences in the future, relationships of audience ratings and ad revenue

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29
Q

hypothesis

A

formal statement regarding variable relationship

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30
Q

four phases

A

1) understanding the medium
2) studying how medium is used
3) studying medium effects on social/psychological effects
4) medium improvement

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31
Q

concept

A

abstract idea formed by generalizing from particulars, summarizing related observations

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32
Q

authoritarianism

A

represents a construct defined to describe certain type of personality

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33
Q

variable

A

something that can change or vary, more than one value along continuum

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34
Q

marker variable

A

define/highlight construct under study

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35
Q

independent variable

A

systematically varied by research

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36
Q

dependent variable

A

observed, values depend on influence o ind. variable, what the researcher wishes to explain

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37
Q

discrete variable

A

finite set of values

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38
Q

continuous variable

A

take any balue, break in subjsections

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39
Q

predictor/antecedent variable

A

used for predictions

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40
Q

criterion variable

A

assumed to be affected

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41
Q

control variable

A

due to independent variable, not another source

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42
Q

Kerlinger

A

measured/experimental (operational definitions)

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43
Q

qualitative research characteristics

A

natural setting, flexible, sample size too small, prelim step, data reliability

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44
Q

quantitative research characteristics

A

bigger sample size, measure variables, exactness is important

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45
Q

triangulation

A

qual & quant to understand nature of research problem

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46
Q

measurement

A

assigning numerals to objects

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47
Q

isomorphism

A

identity or similarity of form/structure

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48
Q

dummy variables

A

results of conversion process

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49
Q

factor fusion

A

artificial restriction of range of ratings

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50
Q

Likert scale

A

summated rating approach, 5 points with descriptions

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51
Q

semantic differential

A

measure meaning of an item for individual, “good or bad”, “pleasant or unpleasant”

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52
Q

stability

A

consistency of result

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53
Q

internal consistency

A

examining consistency among items that compose a scale

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54
Q

Cronbach’s Alpha

A

analysis of variance to assess internal consistency

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55
Q

cross-test reliability

A

assess relative correlation between parallel forms of a test

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56
Q

face validity

A

confirmation of measurement

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57
Q

predictive validity

A

checking against future outcome

58
Q

population

A

group/class of subjects, variables, concepts

59
Q

census

A

examination of every individual in population (time/resource constraints)

60
Q

sample

A

subset of population, representative of entire population

61
Q

sampling error

A

related to selecting sample from population

62
Q

non-sampling error

A

every other aspect of research study

63
Q

parameters

A

characteristics

64
Q

sampling methods (2)

A

1) probability (uses mathematical guidelines where each unit’s chance for selection is known)
2) non-probability (does not follow guidelines)

65
Q

issues to consider

A

1) purpose of study
2) cost V. value
3) time constraints
4) amount of acceptable error

66
Q

screener questions

A

no qualifications/restrictions

67
Q

available sample

A

collection of readily accessible subjects, elements

68
Q

purposive sample

A

respondents, subjects, elements selected for specific characteristics/qualities, eliminates those who fail to meet criteria

69
Q

quota sample

A

subjects are selected to meet a predetermined percentage

70
Q

snowball sampling

A

academic research, researcher randomly contacts qualified respondents, asks for references to others who qualify for research study

71
Q

simple random sample

A

each subject, element has equal chance of being selected

72
Q

RDD

A

random digit dialing, telephone surveys

73
Q

ABS

A

address-based sampling

74
Q

sampling interval

A

space between two numbers

75
Q

sampling frame

A

complete list of members from population

76
Q

periodicity

A

order of items in a population list that may introduce bias in selection process

77
Q

stratified sample

A

approach used to get adequate representation of subsample

78
Q

cluster sampling

A

select sample in groups/categories

79
Q

stratified sample (2)

A

1) proportionate strat. sample (strata w/ sizes based on proportions of population
2) multistage sampling, households are selected

80
Q

seven factors of sampling

A

1) project type
2) project purpose
3) project complexity
4) amount of tolerable error
5) time constraints
6) financial constraints
7) previous research in area

81
Q

central limit theorem

A

sum of large # of independent and identically distributed random variable

82
Q

Gaussian distribution

A

bell-shaped curve

83
Q

FPCF

A

finite population correction factor

84
Q

weighting

A

(sample balancing) subject totals in given categories do not reach necessary population percentages, subjects responses may be manipulated

85
Q

simple random sample

A

entirely by chance, basic

86
Q

systematic random sample

A

everyone gets a number, picks every 3rd person, etc.

87
Q

ethics

A

right from wrong, proper from improper, no universal definition

88
Q

general types of theories

A

1) deontological (rule-based)
2) teleological (balancing)
3) relativistic

89
Q

categorical imperatives

A

principles that define appropriate action in all situation

90
Q

utilitarianism

A

John Stuart Mill

test for determining rightness of behavior depends on

91
Q

relativism

A

no absolute right/wrong way to behave

92
Q

principles of ethics (4)

A

1) autonomy
2) non-maleficence
3) beneficence
4) justice

93
Q

autonomy

A

self-determination, roots in categorical imperative, researcher respects rights, value, decisions with informed consent

94
Q

non-maleficence

A

wrong to intentionally harm other person

95
Q

beneficence

A

positive obligation to remove existing harms, confer benefits on others, weighs harmful risks and benefits

96
Q

justice

A

deontological, teleological, people who are equal in relevant respects, should be treated equally

97
Q

Frey, Botan, Kreps rules

A

1) provide free choice
2) protect right to privacy
3) benefit, don’t harm
4) respect

98
Q

8 things for researchers to disclose

A

1) purpose, expected duration and procedures
2) subject rights
3) forseeable consequences
4) factors that will influence
5) research benefits
6) limits of confidentiality
7) incentives
8) contact for questions

99
Q

concealment

A

withholding certain info

100
Q

deception

A

deliberately lying

101
Q

Kelman’s three questions

A

1) how significant is the study?
2) alternative procedures?
3) how severe is deception?

102
Q

debriefing

A

describe purpose of research, encourages subject to ask questions

103
Q

advantages of surveys

A 
inexpensive
obtain current info
large amounts of info
quantitative data
used often
104
Q

disadvantages of surveys

A

people don’t tell the truth
bad at telling the truth
low response rate
bad questions lead to bias answers

105
Q

bad survey questions

A

1) overly complex
2) double barreled
3) aren’t exhaustive
4) mutually exclusive
5) loaded question

106
Q

four key points of surveys

A

collect/analyze social, economic, cultural data
based on interviewing, asking for info
representative samples of population being studied
info obtained from samples is valid for general population

107
Q

two kinds of surveys

A

descriptive

analytic/explanatory

108
Q

VALS

A

values and lifestyle

109
Q

ratings

A

percentage of people in an area tuned to station/network

110
Q

shares

A

number of people tuned into station, correlated to sets in use

111
Q

demographics

A

info like age, gender

112
Q

content analysis

A

most commonly used research methods to deal with media and communications (measure human behavior)

113
Q

quantitative

A

number of occurrences

114
Q

systematic

A

relevant aspects of sample

115
Q

objective

A

categorize units using defined criteria

116
Q

manifest

A

tangible and observable

117
Q

operational definition

A

operations and indicators define concepts

118
Q

advantages of content analysis

A 
unobtrusive
inexpensive
current events
easy to obtain materials
yields quantifiable data
119
Q

disadvantages of content analysis

A 
finding representative sample
determining measurable units
obtaining reliability in coding
defining terms operationally
ensuring validity
120
Q

advantages of experiments

A

establishes cause and effect
controlled environment, variables, subject
replicable
detailed report

121
Q

limitations of experiments

A

artificial nature
researcher bias
limited scope

122
Q

conducting questions for experiments

A

1) setting?
2) experimental design?
3) operationalize variables
4) how to manipulate independent variable
5) select/assign subjects to experimental conditions
6) pilot study
7) administer

123
Q

confederate

A

“spy” in experiment

124
Q

types of variables

A

independent
dependent
predictor
outcome

125
Q

nominal variable

A

numbers used to classify things into categories
gender, sex, political party, ethnicity
**RANDOM

126
Q

ordinal variable

A

ranked categories

1st, 2nd, 3rd, 4th, socioeconomic status

127
Q

interval variable

A

equal distance between numbers but no true zero point
Likert
most research scales

128
Q

ratio variable

A

equal distance between points WITH true zero

129
Q

types of scales

A

rating
Likert
semantic differential

130
Q

levels of measurement

A

nominal
ordinal
interval
ratio

131
Q

reliability V. validity

A

reliability gets consistent answers, validity measures what it’s supposed to

132
Q

how to interpret SPSS results

A

anything above 0.7 is considered good validity

133
Q

reliability

A

consistent answers, measures stability and internal consistency

134
Q

validity

A

measures what it’s supposed to, measures face validity and concurrent validity

135
Q

types of probability sampling

A

simple random
systematic random
stratified
cluster

136
Q

types of non-probability sampling

A

convenience
purposive
snowball

** introduces sampling bias and error

137
Q

four main principles of research

A

provide free choice
protect right to privacy
benefit not harm
treat with respect

138
Q

voluntary participation

A

informed consent
warned about risks and discomfort
no coercion of participation
*new media and consent

139
Q

question order

A 
close ended questions
important variables up front
one topic at a time
transitional questions
demographics last
140
Q

use of content analysis

A

establish starting point for studies on media effects

Mass Media Research Methods (1 decks)

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