MMC 3420 MIDTERM QUESTIONS & ANSWERS
Examples of research methods - answer -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. - answer -mass communication
A system of methods used in a particular area of study or activity - answer -
methodology
What historical events/ periods encouraged the growth of mass media research? -
answer -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
-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: - answer -•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)
What are the six basic characteristics of the scientific method? - answer -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. -
answer -empirical research
An abstract idea formed by generalization - answer -concept:
Dictionary-like definition. Gives a concept a meaning. - answer -conceptual definition
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. - answer -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? - answer -operational definition
Expand knowledge, increase understanding of principles - answer -basic (academic)
research
Answer questions to address practical questions, assist decision-making - answer -
applied (private) research
Steps in developing research - answer -1.select problem
2.review literature
3.develop research questions/hypotheses
4.determine appropriate research methods
1.quantitative: enumerating, generalizable
2.qualitative: unique, text based
5.collect data
6.analyze and interpret results
7.present results
8.replicate study
Examples of research methods - answer -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. - answer -mass communication
A system of methods used in a particular area of study or activity - answer -
methodology
What historical events/ periods encouraged the growth of mass media research? -
answer -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
-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: - answer -•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)
What are the six basic characteristics of the scientific method? - answer -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. -
answer -empirical research
An abstract idea formed by generalization - answer -concept:
Dictionary-like definition. Gives a concept a meaning. - answer -conceptual definition
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. - answer -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? - answer -operational definition
Expand knowledge, increase understanding of principles - answer -basic (academic)
research
Answer questions to address practical questions, assist decision-making - answer -
applied (private) research
Steps in developing research - answer -1.select problem
2.review literature
3.develop research questions/hypotheses
4.determine appropriate research methods
1.quantitative: enumerating, generalizable
2.qualitative: unique, text based
5.collect data
6.analyze and interpret results
7.present results
8.replicate study
