MMC 3420 FINAL QUESTIONS AND
ANSWERS 100% CORRECT
Research - ANSWER-An attempt to discover something
What is mass communication? - ANSWER-Any form of communication that reaches a
large number of people.
What are some examples of mass communication? - ANSWER-Radio, TV,
Newspapers, Magazines, Film, Billboards
What are the research phases in mass media? - ANSWER-1. The medium itself
2. Uses and users of the medium
3. Effects of the medium
4. How the medium can be improved
What are the six basic characteristics of the scientific method? - ANSWER-1. Scientific
research is public
2. Science is objective
3. Science is empirical
4. Science Systematic and cumulative
5. Science is predictive
6. Science is controlled
(CCOPPE)
Academic research - ANSWER-Basic. Theoretical or scholarly. Humans interacting with
the media. Publicly available.
Private research - ANSWER-Applied. Concerned with specific media industry and
audiences. Satisfy a client who wants to make money.
Can use both quantitative and qualitative methods. Predicts the future. - ANSWER-
Academic and Private research.
What are some questions that can be asked to determine if a research topic has merit?
- ANSWER-- Is the topic too broad?
- Can the problem really be investigated?
- Is the problem significant?
Advantages of using secondary analysis - ANSWER-Using available data is
inexpensive
Interviewers/others do not need to be paid
, Internal validity - ANSWER-Ruling out explanations
External validity - ANSWER-How you can apply findings to a larger population
What are some common threats to internal validity? - ANSWER-Mortality - Participants
drop out
Sample selection
Demand characteristics - Intentionally messing up a study
Experimenter bias - Intentional or accidental
Casual time order
What can we do to ensure better external validity? - ANSWER-1. Use random samples
2. Repeat the study several times
3. Select a sample tha is representative of the group to which the results will be
generalized
____ is an attempt to discover something, while _____ described the process -
ANSWER-Research; Methodology
In scientific research, it is important for a single research study to stand alone -
ANSWER-FALSE
These concepts are examples of empirical research study - ANSWER-TV ratings, social
media use, extroversion
Applied research and private research - ANSWER-Both academics and private sector
researchers can conduct private, or applied research
A measure can be _____ but not _____ - ANSWER-Reliable; valid
Reliability - ANSWER-When a measure consistently provides the same answer
Examples of various forms of reliability - ANSWER-- Cronban's alpha of .7 or above
- International consistency
Validity - ANSWER-Measures that measure what they are supposed to
Examples of various forms of validity - ANSWER-Face Validity - Makes sense on the
face of things
Predictive validity - A measurement that can predict what you want it to
Concurrent validity - A measure that is related to other measures of that same variable
Construct validity - A measure that is related to other concepts and constructs in a
theoretical way
ANSWERS 100% CORRECT
Research - ANSWER-An attempt to discover something
What is mass communication? - ANSWER-Any form of communication that reaches a
large number of people.
What are some examples of mass communication? - ANSWER-Radio, TV,
Newspapers, Magazines, Film, Billboards
What are the research phases in mass media? - ANSWER-1. The medium itself
2. Uses and users of the medium
3. Effects of the medium
4. How the medium can be improved
What are the six basic characteristics of the scientific method? - ANSWER-1. Scientific
research is public
2. Science is objective
3. Science is empirical
4. Science Systematic and cumulative
5. Science is predictive
6. Science is controlled
(CCOPPE)
Academic research - ANSWER-Basic. Theoretical or scholarly. Humans interacting with
the media. Publicly available.
Private research - ANSWER-Applied. Concerned with specific media industry and
audiences. Satisfy a client who wants to make money.
Can use both quantitative and qualitative methods. Predicts the future. - ANSWER-
Academic and Private research.
What are some questions that can be asked to determine if a research topic has merit?
- ANSWER-- Is the topic too broad?
- Can the problem really be investigated?
- Is the problem significant?
Advantages of using secondary analysis - ANSWER-Using available data is
inexpensive
Interviewers/others do not need to be paid
, Internal validity - ANSWER-Ruling out explanations
External validity - ANSWER-How you can apply findings to a larger population
What are some common threats to internal validity? - ANSWER-Mortality - Participants
drop out
Sample selection
Demand characteristics - Intentionally messing up a study
Experimenter bias - Intentional or accidental
Casual time order
What can we do to ensure better external validity? - ANSWER-1. Use random samples
2. Repeat the study several times
3. Select a sample tha is representative of the group to which the results will be
generalized
____ is an attempt to discover something, while _____ described the process -
ANSWER-Research; Methodology
In scientific research, it is important for a single research study to stand alone -
ANSWER-FALSE
These concepts are examples of empirical research study - ANSWER-TV ratings, social
media use, extroversion
Applied research and private research - ANSWER-Both academics and private sector
researchers can conduct private, or applied research
A measure can be _____ but not _____ - ANSWER-Reliable; valid
Reliability - ANSWER-When a measure consistently provides the same answer
Examples of various forms of reliability - ANSWER-- Cronban's alpha of .7 or above
- International consistency
Validity - ANSWER-Measures that measure what they are supposed to
Examples of various forms of validity - ANSWER-Face Validity - Makes sense on the
face of things
Predictive validity - A measurement that can predict what you want it to
Concurrent validity - A measure that is related to other measures of that same variable
Construct validity - A measure that is related to other concepts and constructs in a
theoretical way
