MMC 3420 MIDTERM LATEST
EXAM
Examples of research methods - ANSWERS-experiment, survey,
content analysis, focus groups, in-depth interviews
any form of communication transmitted through a medium (channel)
that simultaneously reaches a large number of people. - ANSWERS-
mass communication
a system of methods used in a particular area of study or activity -
ANSWERS-Methodology
What historical events/ periods encouraged the growth of mass media
research? - ANSWERS-1. World War 1
-Propaganda
-hypodermic needle model of communication: mass communicators
need only shoot messages at an audience and those messages would
produce pre-planned and universal effects
2. Realization by Advertisers in the 50's and 60's
-research data are useful in developing ways to persuade customers to
buy products and services
-efficiency, exposure, demographics, placement, selection of medium
3. Increasing interest of citizens
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PAGE
1
, MMC 3420 MIDTERM LATEST
EXAM
-in effects of the media on the public (especially children)
-result was interest in research related to violence and sexual content
-prosocial (positive) antisocial (negative)
4. Increasing competition among media
-in terms of ad dollars
-audience fragmentation = niches = demassification> increases need for
trend
studies, image studies, segmentation studies
-survival kit contains info about consumers changing values, tastes,
shifts, etc
Examples of non scientific ways of knowing: - ANSWERS-•Intuition
(Believe something to be true because you feel it is true; from within)
•Tenacity
(hear something and just believe it. Ex: We use only 10% of our brains)
•Authority
(believing something because Beyonce says it)
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2
, MMC 3420 MIDTERM LATEST
EXAM
What are the six basic characteristics of the scientific method? -
ANSWERS-Scientific research is:
-Public
-Objective
-Empirical
(Evidence that is observable)
-Systematic and cumulative
-Predictive
-Self-correcting
researchers concerned with a world that is knowable and potentially
measurable. - ANSWERS-Empirical Research
an abstract idea formed by generalization - ANSWERS-Concept:
dictionary-like definition. Gives a concept a meaning. - ANSWERS-
Conceptual definition
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3
, MMC 3420 MIDTERM LATEST
EXAM
Empirical counterpart of a concept or construct. Links the empirical with
the theoretical. Events that are measured or manipulated in research.
-What factor are we going to look at to measure something?
-If measuring kindness, are we measuring how many times someone
opens a door for others?
-Can have more than one value along continuum. For example:
"satisfaction with pay- per-view TV programs" can take on different
values. A person can be satisfied a lot, little or not at all. - ANSWERS-
Variable
defining observations that can be used to measure the concept
Ex: for measuring kindness: how often do people open doors for others
and give to charity. example: scale. How are you measuring it? -
ANSWERS-Operational definition
Expand knowledge, increase understanding of principles - ANSWERS-
Basic (academic) Research
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PAGE
4
EXAM
Examples of research methods - ANSWERS-experiment, survey,
content analysis, focus groups, in-depth interviews
any form of communication transmitted through a medium (channel)
that simultaneously reaches a large number of people. - ANSWERS-
mass communication
a system of methods used in a particular area of study or activity -
ANSWERS-Methodology
What historical events/ periods encouraged the growth of mass media
research? - ANSWERS-1. World War 1
-Propaganda
-hypodermic needle model of communication: mass communicators
need only shoot messages at an audience and those messages would
produce pre-planned and universal effects
2. Realization by Advertisers in the 50's and 60's
-research data are useful in developing ways to persuade customers to
buy products and services
-efficiency, exposure, demographics, placement, selection of medium
3. Increasing interest of citizens
END OF
PAGE
1
, MMC 3420 MIDTERM LATEST
EXAM
-in effects of the media on the public (especially children)
-result was interest in research related to violence and sexual content
-prosocial (positive) antisocial (negative)
4. Increasing competition among media
-in terms of ad dollars
-audience fragmentation = niches = demassification> increases need for
trend
studies, image studies, segmentation studies
-survival kit contains info about consumers changing values, tastes,
shifts, etc
Examples of non scientific ways of knowing: - ANSWERS-•Intuition
(Believe something to be true because you feel it is true; from within)
•Tenacity
(hear something and just believe it. Ex: We use only 10% of our brains)
•Authority
(believing something because Beyonce says it)
END OF
PAGE
2
, MMC 3420 MIDTERM LATEST
EXAM
What are the six basic characteristics of the scientific method? -
ANSWERS-Scientific research is:
-Public
-Objective
-Empirical
(Evidence that is observable)
-Systematic and cumulative
-Predictive
-Self-correcting
researchers concerned with a world that is knowable and potentially
measurable. - ANSWERS-Empirical Research
an abstract idea formed by generalization - ANSWERS-Concept:
dictionary-like definition. Gives a concept a meaning. - ANSWERS-
Conceptual definition
END OF
PAGE
3
, MMC 3420 MIDTERM LATEST
EXAM
Empirical counterpart of a concept or construct. Links the empirical with
the theoretical. Events that are measured or manipulated in research.
-What factor are we going to look at to measure something?
-If measuring kindness, are we measuring how many times someone
opens a door for others?
-Can have more than one value along continuum. For example:
"satisfaction with pay- per-view TV programs" can take on different
values. A person can be satisfied a lot, little or not at all. - ANSWERS-
Variable
defining observations that can be used to measure the concept
Ex: for measuring kindness: how often do people open doors for others
and give to charity. example: scale. How are you measuring it? -
ANSWERS-Operational definition
Expand knowledge, increase understanding of principles - ANSWERS-
Basic (academic) Research
END OF
PAGE
4
