MMC 3420 EXAM QUESTIONS AND
ANSWERS (GRADED A+)
Mass Communication - ANSWER-any form of communication transmitted through a
medium (channel) that simultaneously reaches a large number of people
Research - ANSWER-An attempt to discover something. A never ending process.
Methodology - ANSWER-The study of methods and the underpinning philosophical
assumptions of the research process itself. Different research questions suggest
different methodologies.
Theory - ANSWER-A set of related propositions that presents a systematic view of
phenomena by specifying relationships among concepts
Research phases - ANSWER-1. the medium itself
2. uses and users of the medium
3. effects of the medium
4. how the medium can be improved
Historical forces on mass media - ANSWER-1. WWI - need to understand propaganda
2. Realization by advertisers that research data useful in developing ways to persuade
'50s '60s
3. Increasing interest of the citizens in the effects of the media on the public, esp. kids
4. Increased competition among the media for advertising dollars
Unscientific Knowing + Drawbacks - ANSWER-1. Tenacity: idea that nothing changes
2. Intuition: Self-evidence trumps scientific evidence, ads effectiveness suffers
3. Authority: emphasis on source, not methods source used to obtain info.
4. Self-Discovery: discovery was made alone - subset method of authority
Six basic characteristics of the scientific method - ANSWER-1. scientific research is
public
2. science is objective
3. science is empirical
4. science is systematic and cumulative
5. science is predictive
6. science is self-correcting
academic vs. private research - ANSWER-academic: basic, public, not deadline heavy,
cheaper
private : applied, property of agency, deadline heavy, expensive
*both can do both
, Research project development - ANSWER-1. selection of problem
2. review of existing research and theory
3. statement of hypothesis or research question
4. determination of appropriate methodology and research design
5. data collection
6. presentation of results
7. replication
Internal Validity Threats - ANSWER-1. History
2. Maturation
3. Testing
4. Instrumentation (instrument decay)
5. Statistical regression
6. Experimental Mortality
7. Sample Selection
8. Demand Characteristics
9. experimenter bias
10. evaluation apprehension
11. casual time order
12. diffusion (imitation of treatments)
13. compensation
14. compensatory rivalry
15. demoralization
Improve external validity - ANSWER-1. use random samples
2. use heterogeneous samples and replicate the study several times
3. select a sample that is representative of the group to which the results will be
generalized
CH2 - ANSWER-CH2
Concept - ANSWER-a term that expresses an abstract idea formed by generalizing
from particulars and summarizing related observations.
Variables - ANSWER-Empirical counterpart of a construct or concept.
Link the empirical world with the theoretical.
Independent Variable - ANSWER-systematically varied by researcher.
Dependent Variable - ANSWER-Observed and their values are presumed to depend on
the effects (influence) of the independent variable. What the researcher wishes to
explain.
Conceptual Definitions - ANSWER-a critical element to the research process and
involves scientifically defining a specific concept (also known as a variable), or
ANSWERS (GRADED A+)
Mass Communication - ANSWER-any form of communication transmitted through a
medium (channel) that simultaneously reaches a large number of people
Research - ANSWER-An attempt to discover something. A never ending process.
Methodology - ANSWER-The study of methods and the underpinning philosophical
assumptions of the research process itself. Different research questions suggest
different methodologies.
Theory - ANSWER-A set of related propositions that presents a systematic view of
phenomena by specifying relationships among concepts
Research phases - ANSWER-1. the medium itself
2. uses and users of the medium
3. effects of the medium
4. how the medium can be improved
Historical forces on mass media - ANSWER-1. WWI - need to understand propaganda
2. Realization by advertisers that research data useful in developing ways to persuade
'50s '60s
3. Increasing interest of the citizens in the effects of the media on the public, esp. kids
4. Increased competition among the media for advertising dollars
Unscientific Knowing + Drawbacks - ANSWER-1. Tenacity: idea that nothing changes
2. Intuition: Self-evidence trumps scientific evidence, ads effectiveness suffers
3. Authority: emphasis on source, not methods source used to obtain info.
4. Self-Discovery: discovery was made alone - subset method of authority
Six basic characteristics of the scientific method - ANSWER-1. scientific research is
public
2. science is objective
3. science is empirical
4. science is systematic and cumulative
5. science is predictive
6. science is self-correcting
academic vs. private research - ANSWER-academic: basic, public, not deadline heavy,
cheaper
private : applied, property of agency, deadline heavy, expensive
*both can do both
, Research project development - ANSWER-1. selection of problem
2. review of existing research and theory
3. statement of hypothesis or research question
4. determination of appropriate methodology and research design
5. data collection
6. presentation of results
7. replication
Internal Validity Threats - ANSWER-1. History
2. Maturation
3. Testing
4. Instrumentation (instrument decay)
5. Statistical regression
6. Experimental Mortality
7. Sample Selection
8. Demand Characteristics
9. experimenter bias
10. evaluation apprehension
11. casual time order
12. diffusion (imitation of treatments)
13. compensation
14. compensatory rivalry
15. demoralization
Improve external validity - ANSWER-1. use random samples
2. use heterogeneous samples and replicate the study several times
3. select a sample that is representative of the group to which the results will be
generalized
CH2 - ANSWER-CH2
Concept - ANSWER-a term that expresses an abstract idea formed by generalizing
from particulars and summarizing related observations.
Variables - ANSWER-Empirical counterpart of a construct or concept.
Link the empirical world with the theoretical.
Independent Variable - ANSWER-systematically varied by researcher.
Dependent Variable - ANSWER-Observed and their values are presumed to depend on
the effects (influence) of the independent variable. What the researcher wishes to
explain.
Conceptual Definitions - ANSWER-a critical element to the research process and
involves scientifically defining a specific concept (also known as a variable), or
