Comm Research 2

  1. Strengths of Surveys
    • describe large populations
    • easy to reach large populations 
    • flexibility in analyzing data
    • bound to a specific answer set/uniformity
  2. Weaknesses of Surveys 
    • forces people into boxes
    • cannot measure circumstances/social life
    • cannot change in the middle of research
    • perceived as artificial
    • self-reports aren't always accurate
  3. Validity in Writing Surveys
    • avoid negative wording
    • make questions relevant/answerable
    • avoid biases 
    • don't ask questions that have two parts
  4. Validity in administering surveys
    • have introductory comments/explanation
    • self addressed stamped envelope 
    • informed consent
    • same prompts for administration
  5. Response Set 
    • Different options you can give to answer a question 
    • Frequency 
    • Quantity
    • Measuring Satisfaction
    • Measuring Perceived Importance
    • etc.
  6. Chronbach Alpha Reliability
    statistical coefficient that captures the extent of agreement/consistency .7
  7. Isomorphism
    measuring a variable in ways that respondents think about the variable
  8. Validity
    Measuring what you say you're going to
  9. Content Validity Definition
    whether or not a survey measures all aspects of the concept they are trying to measure
  10. How to Content Validity
    • Face Validity: are ?s relevant to average people
    • Expert Panel Validity: are ?s relevant scientifically
    • Statistical Procedures: analyzing multidimensional structures
  11. Representative Sample
    • a group of people that represent the entire population
    • assumes that you are aware of every member
    • every member has an equal chance of getting into the sample
  12. Sampling Frame
    list of elements from which a probability sample is selected 
  13. Simple Random
    subset of individuals chosen entirely by chance
  14. Systematic
    take every 3rd or 5th or Kth
  15. Stratified
    • broken down by demographics
    • i.e. if a pop is 60/40 men then sample should be as well
  16. Convenience
    sending allstudents emails 
  17. Snowball Sampling
    • Asking people to reccommend others
    • Good for "under the table" investigation
  18. Typical Case Ethnographic
    seeking out a participant that you believe is a "typical" case
  19. Maximum Variation Ethnographic
    deliberately picking out people/activities/scenes that deviate from what is considered normal to the phenomena
  20. Theoretical Construct Ethnographic
    picking people that apply to the part of the phenomena that interests you most
  21. Snowball Ethnographic
    asking people to refer you to others with the phenomena you are looking for 
  22. Purposive Ethnographic
    based on judgment and the purpose of the study, best for pilot studies
  23. Deviant Case Ethnographic
    The process of selecting or searching for highly unusual cases of the phenomenon of interest or cases that are considered outliers, or those cases that, on the surface, appear to be the 'exception to the rule' that is emerging from the analysis.
  24. Choices of ethnographers
    • Insider/Outside
    • Subjective/Objective
    • Trust/Distrust 
  25. Good Ethnography Manuscript
    • Detailed  field notes
    • saturation
    • good coding/analysis of data
    • write up with thick description
    • good theoretical imagination 
  26. Warm Up
    • confidentiality/anonymity 
    • lots of people throw stuff at their husbands
    • introduce topic
  27. Cool Down
    • Saturation
    • Thanks for participating
    • Do you have any questions?
  28. How to do field notes
    • take notes during or soon after
    • take notes and fill them in later
    • write everything you notice 
    • Five W's 
    • record chronologically
  29. How is triangulation established?
    using multiple: sources of data, methods of research, researchers, theoretical perspective 
Card Set
Comm Research 2
Comm Research Test 2 Notes