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Media Research test 1
media research vocab
32
Journalism
Undergraduate 4
02/19/2009

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Term
Tenacity
Definition
it's true because its always been true
Term
intuitition
Definition
something is true because it is self evident (resist efforts to test advertising methods)
Term
authority
Definition
belief is something because of a trusted source; parent or teacher
Term
research questions
Definition
general areas of investigation
Term
hypothesis
Definition
testable statements about relationship variables
Term
confounding variable
Definition
variable that creates a possible but incorrect explanation of results
Term
sample selecction
Definition
must be selected randomly and tested for homogeneity to ensure results are not due to type of sample used
Term
independent variable
Definition
systematically varied by researcher "causes" dependent effect
Term
dependent variable
Definition
are observed and valued presumed to depend on effects of the independent variable
Term
nominal
Definition
classify people or objects by name or number. Social, license
Term
ordinal
Definition
ranked smallesg to largest (horserace with out stop watch)
Term
interval
Definition
numbers used but no true zero. Temperature and IQ. Can't say twice as intelligent.
Term
ratio
Definition
same as interval but true zero.
Term
reliability
Definition
consistency of your measure
Term
validity
Definition
are we measuring what we think we are measuring
Term
face validity
Definition
appears to measure waht we think its measuring
Term
concurrent validity
Definition
check measure against existing and similar measures
Term
predicitve validity
Definition
if predictor relates to outcome as expected
Term
known groups
Definition
choose groups known to possess property in question-give to another group not known to have property then compare
Term
3 ways to check reliability
Definition
stability=test/retest (1 test given at two different times)
internal consistency= all items measuring same concept
equivalancy=two parallel forms
Term
cronbachs alpha
Definition
1.0 is perfect
.90-.80 very good reliability
.79-.70 good/fair
under .70=not good
Term
3 ways to increase reliability
Definition
increase # of items in measure
reduce the ambiguity of your items
discard "bad" items
Term
sample
Definition
subset of population
Term
target population
Definition
all the elements pertinent to a study
Term
survey population
Definition
that from which a sample will be taken
Term
probability sample
Definition
randomly selected and equal chance
Term
non probability sample
Definition
chosen o the basis of same type of criteria
Term
types of random samples
Definition
simple random sample, systematic random sample, stratified random, plus 1 random sampling, random digit dialing
Term
sample statistic
Definition
numerical characteristics of a sample (we know)
Term
population parameter
Definition
numerical characteristics of a population (we never know this)
Term
confidence coefficient
Definition
the probability that a given interval actually contains the true pop parameter (68% probability)
Term
confidence interval
Definition
an interval within which we think the true population parameter lies
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