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Comm Review

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Review for Comm410
Definition of research: an attempt to discover something.
Method of knowing: approaches to answer question 1. Tenacity==>idea is not changing, so in future i) Always been that way true ii) People do not consider the possibility that come of their beliefs might be wrong even if there is conflicting information. iii) Problem: Even when proved wrong, such beliefs are hard to overcome 2. Authority i) We know many things because somebody we trust has given us that information ii) Problem: issue of the credibility the source 3. Intuition i) Self-evident ii) People think something is true because they believe they are insightful(successful from prior experience) iii) Problem * Risks in cost and effort * May be reasonable in thought but not in reality 4. Science (Characteristics of scientific research) i) Public ii) Objective: * has explicit rule and procedure * based on fact, no opinion and interpretation iii) Empirical * Something can be through observation and experience * Can be measured iv) Systematic and accumulative v) Predictive
Research procedure: 1) Selection of problem 2) Review of existing research and theory 3) Statement of hypothesis or research question 4) Determination of methodology and design 5) Data collection 6) Analysis and interpretation of data 7) Present the result in an appropriate form 8) Replicate the study

Theory: statement about the relationship among abstract concepts or variable * Each theory can explain the relationship

Concept/constructs * Concept=a term that express an abstract idea formed by generalizing from particulars and summarizing related observation. * Construct is an abstract idea * Make up of lower level concept * Cannot be observed directly * Becomes meaningful only in the specific research context

Variable:
Independent variable: * predictor variable, comes before research; input and cause * can be manipulated or measured
Dependent variable: * Come after the research, value of DV depends on IV; test to see it is effect * Always be measured
Predictor variable: * used to prediction or is assumed to be causal
Criterion/outcome variable: * predicted or assed to be affect
Control variable: * according for a potential source of error or unwanted influences in the data * used to ensure that result of the study are due to independent variable
Discrete variable: * include only a finite set of values
Continuous variable: * this can take on any value and can be meaningfully broken into smaller subsections
Moderating variable: * affect the direction or strength of a relationship
Mediating variable: * a theoretical mechanism that explains HOW or WHY x is affecting y. * IPHONE-CONVENIENCE-SALES
Confounding variable * Poor measurement issue
Third variable * Gives rise to many alternative explanation * Undermines the result of a researcher
Operationalization/operational definition * How to get at that concept * Translates the concept into simplified term that can be measured * Link between abstract concepts to concrete.
Manipulated variable (IV): * When the researcher determines how to vary a variable * Ex: What type of movie
Measured variable(IV): * When the researcher measures a variable without controlling with way it varies * Ex: ask participants what type of movie they watch
Explanations:

Research question: * A formally stated question intended to provide indication about something * General area of investigation.
Hypothesis:
* Formal statement regarding the relationship between variable and is tested directly. * True or false. Testable statement about relationship

The nature of measurement * Investigator usually measures indicator of the property of individuals or object rather than individual or objects themselves. * The measurement system is isomorphic to reality

Level of measurement
Nominal (categorical): * Weakest level, often seen in demographic data * Categories of qualitative rather than quantitative differences * Categories should be exhaustive cover all rage and mutually exclusive * Highly order statistics
Ordinal:
* Values can be rank ordered * No equal spacing between all values * Discrete data * Provide kind of order, but don’t tell how much apart the values are in different rank * Exhaustive and mutually exclusive
Interval
* Scale is ordinal and distances between rank are equal * No true zero point * Having all the properties of an ordinal scale
Ratio
* Same attributes as interval variable plus a meaningful zero point * Allow us to make ratio judgment * Highest level of measurement

Measurement instrument
Liker-type-scale: indicate on the scale below how strongly you agree or disagree with the statement
Semantic differential scale: involves pairs of attributes based on which the respondent will judge something
Measurement error
Systematic error: due to instrument calibration. We can account for it.
Random error: erratic and unpredictable. We can’t account for it.
Reliability
* Unreliable measures are made mostly of Radom error * Unreliable measures will not help detect relationships between variable.
Test-reset reliability: * consistency of a measure at different points in time * same result in two weeks
Internal consistency: * Multiple item reliability * Measured in terms of Cronbach’s apha (common used reliability coefficient to measure interval consistency :0 to +1
Inter-coder reliability * Extent to which there is agreement between multiple coders * Two independent coders, code for measure the same content
Ways to improve reliability

Validity
Face validity: * You look at the operationalization and see whether on its face it seems like a good translation of the construct. * Does the instrument measure what it appears to measure?
Predictive validity * Does the instrument predict something it is theoretically supposed to predict?
Construct validity * Does the instrument completely measure everything it is supposed to measure?
Discriminant validity * Does the instrument measure anything else than it is supposed to measure? * Measure for TV viewing measuring loneliness * Lends itself to problems of confounds
Convergent validity * Is the instrument operationalization similar to other operationalizations that are conceptually similar?
Concurrent validity * When a measuring instrument correlates will with another established measure that has been used before

Research ethics
Informed consent: * No coercion * Tell participants 1) What they will be doing 2) They can leave at any point 3) The participation is completely voluntary
Deception:
* no deception, no findings * no alternative ways * tell truth after study

Risk of participation * consider the potential risk for participant * weigh the benefits over the risks

Anonymity * no one knows who the participants are * separating the identifiable information and answers
Confidentiality
* only the researchers can get access to participant’s information * no one else can
Debriefing
* thank participant for their help * fully explain the study * clarify the purpose of study * answer question * leave your contact information
Plagiarism
* avoid plagiarism

Type of source for information gathering:
Newsletters
* Informal * Showing the other side * Newest idea
Magazine
* Pro: up to date * Con: not thoroughly tested or reviewed
Newspaper
* General audience * Timely * Less technical, theoretical
Book
* General public/textbook * Pro: simple, easy to read * Con: lacking nuances/details of research * Academic journal * More technical and theoretical information * Best source of research
Online sources * Google (other search engine) * LexisNexis * Other scholarly source * Con of online source: everyone can change the information, reliability
Pro and cons of different sources of information:

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