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Research Methods: Exam 3
Chapter 9, 10, and 11 of Mass Media Research
59
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Undergraduate 3
11/21/2011

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Term
Confounding Variables
Definition
Extraneous outside factors that can contaminate findings. Control these to improve internal validity.
Term
Advantages of Lab Experiments
Definition
1. Evidence of Causality: Establish cause and effect link.
2. Control: Environment, Variables, and Subjects.
3. Cost: Low compared to other research methods.
4. Replication: Easily permitted.
Term
Disadvantages of Lab Experiments
Definition
1. Artificiality: Behavior can be altered when out of the norm.
2. Researcher Bias: Manipulation to get desired hypothesis.
3. Limited Scope: Small scale may not lend to large scale.
Term
Double-blind Technique
Definition
A method to control bias in which neither subjects nor researchers know whether a given subject belongs to the control group or to the experimental group.
Term
Cultivation Effect
Definition
Any experimental design that would be too tim-consuming, expensive, and ethically questionable to take place
Term
Conducting Experimental Research
Definition
1. Select the setting: Typically a lab.
2. Experimental Design: Depends on hypothesis, variables...
3. Operationalize Variables: IV's + DV's
4. Manipulate IV: Straightforward or Staged.
5. Assign subjects to conditions: Random sample.
6. Pilot Tests: A mini experiment to verify manipulations
7. Administer Experiment
8. Analyze + Interpret: What do the results indicate?
Term
Straightforward Manipulation
Definition
Written materials, verbal instructions, or other stimuli are presented to the subjects.
Term
Staged Manipulation
Definition
Constructed events and circumstances that enable the independent variable to be manipulated. Simple or complex. Sometimes involves a confederate.
Term
Confederate
Definition
A person who pretends to be a subject but who is actually part of the manipulation.
Term
Manipulation Check
Definition
A test to determine if the manipulation of the independent variable actually has the intended effect.
Term
Debriefing
Definition
After the experiment, the researcher explains the purpose and the implications of the study to the researched person or group.
Term
Randomization
Definition
Arbitrarily assigning subjects to various treatment groups.
Term
Matching
Definition
Grouping subjects on characteristics that may relate to the dependent variable.
Term
Experimental Design
Definition
a blueprint or set of plans for conducting lab research
Term
ROX
Definition
R: Represents a random sample or random assignment
O: Observation or Measurement
X: Represents a treatment or manipulation
Term
Pretest-Posttest Control Group
Definition
Two random sample groups. Two initial Observations. One group gets a manipulation while the other is a control. Two post observations.
Term
Posttest-Only Control Group
Definition
Two random sample groups. NO initial Observations. One group gets a manipulation while the other is a control. Two post observations.
Term
Solomon Four-Group Design
Definition
Four random sample groups. ONLY two initial Observations. Two groups get a manipulation while the others are control. Four post observations.
Term
Repeated-measures design
Definition
Several measurements of the same subjects
Term
Quasi-Experimental Designs
Definition
Experimental situation where subjects are not randomly assigned to experimental conditions. Example: Bought out radio station employee morale.
Term
Advantages of Field Experiments
Definition
1. High external validity: Subjects in normal habitat.
2. Non reactive: Subjects unaware of study taking place
3. Useful for studying complex social processes
4. Can be inexpensive.
5. Might be the only option.
Term
Reactivity
Definition
Influence that a subject's awareness of being measured or observed has on his or her behavior.
Term
Disadvantages of field experiments
Definition
1. Practically impossible depending on situation
2. Control
Term
Descriptive statistics
Definition
Condense data sets to allow for easier interpretation. Organizing data into a meaningful way.
Term
Data Distribution
Definition
A collection of numbers. Can be ordered or unordered.
Term
Frequency Distribution
Definition
A table of scores ordered according to magnitude and frequency of occurrence.
Term
Central Tendency
Definition
Answers the question of what a typical score is in a data distribution using mean median and mode. Looks at where data is centered.
Term
Mode
Definition
Score or scores that occur most frequently. Has major drawbacks.
Term
Median
Definition
The midpoint of a distribution.
Term
Mean
Definition
The average of a distribution.
Term
Outliers
Definition
Pull the mean toward their direction.
Term
Dispersion
Definition
Describe the way the scores are spread out about the central point. The tools used? Range, Variance, and Standard Deviation.
Term
Summary Statistics
Definition
Help make data more manageable by measuring to basic tendencies of distribution: central tendency & dispersion
Term
Range
Definition
The difference between the highest and lowest scores in a distribution.
Term
Variance
Definition
An index of the degree to which scores differ from the mean.
Term
Standard Deviation
Definition
The square root of the variance. More meaningful because it is expressed in the same units as the measurement used to compare it.
Term
The normal curve
Definition
a curve which all representative data in a data distribution conforms to.
Term
Percentage of data that falls into a normal curve
Definition
Within 1 positive and negative standard deviation: 34.1%
Between 1-2 positive/negative std. deviations: 13.5%
Between 2-3 positive/negative std. deviations: 2.2%
Term
Benefits of Hypotheses
Definition
1. Provide direction for a study
2. Eliminate trial-and-error research
3. Help rule out intervening and confounding variables
4. Allow for quantification of variables
Term
Criteria for Hypotheses
Definition
Compatible with current knowledge
Logically consistent
Succinct
Testable
Term
Null hypothesis
Definition
asserts that the statistical differences or relationships discovered in an analysis are due to chance or random error.
Term
"p"
Definition
short hand for significance level
Term
Type 1 error
Definition
Wrongly reject null hypothesis when it's actually true.
Term
Type 2 error
Definition
Fail to reject the null hypothesis when it's actually false
Term
Pearson's R
Definition
Tells strength and direction of a correlation.
Term
When to use cross tabs?
Definition
(IV) Categorical + (DV) Categorical
Term
When to use ANOVA?
Definition
(IV) Categorical + (DV) Quantitative
Term
When to use Correlation?
Definition
(IV) Quantitative + (DV) Quantitative
Term
Positive Correlation
Definition
"Everything is on the up and up!" +X & +Y
Term
Negative Correlation
Definition
"What comes up, must come down" +X & -Y
Term
CORRELATION DOES NOT
Definition
EQUAL CAUSATION!
Term
Correlation is necessary, but not sufficient condition for claiming causality. Theory may tell us they are causally related – but remember there are other criteria that have to be considered
Definition
Cause and effect must be correlated
Cause must precede the effect
Must account for alternative explanations
Term
Reporting and interpreting ANOVA: Analysis of variance
Definition
Assess the difference in the means of a quantitative variable for different values of a nominal variable
Used to compare two or more sample means
We use “k” to stand for the number of sample means we are comparing
H0: Mean1 = Mean2 = Mean3 = … = Meank
HR: At least one mean is different.
Term
Reporting and interpreting Chi-Square (X2)
Definition
Is there a trend?
Chi-square (χ 2) test: Is there a trend?
Yes or no.
Are there any differences from “expected” (all things equal) values?
Doesn’t tell you where the differences are, or the nature of the trend, just if there is one or not.
Use Pearson’s Chi-square
Evaluated for significance using p value
If p < .05, χ 2 is significant – the data suggests X differences in Y (or Y differences in X).
Are there voting differences in political party affiliation?
Term
Levels of Measurement: Nominal
Definition
Categories, no one category is necessarily above or below another. ex: Religious ID
Term
Levels of Measurement: Ordinal
Definition
Categories, but they are ordered. ex: Horse Race Results (1st, 2nd, 3rd)
Term
Levels of Measurement: Interval
Definition
Categories, Ordered with equal distance between each category. ex: Temperature
Term
Levels of Measurement: Ratio
Definition
Categories, Ordered with equal distance between each category, with meaningful zero. ex: age
Term
ANOVA assesses the difference in the means of a quantitative variable for different values of a nominal variable. What is an example?
Definition
Example: Do males and females differ in their weight?
Sex is the Nominal variable
Weight is the Quantitative variable
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