COM 304 EXAM 1 STUDY GUIDE
Research - Answers - An attempt to discover something
Methods of Knowing (Kerlinger & Lee, 2000) - Answers - - Method of Authority
- Method of Tenacity
- Method of Intuition
- Scientific Method
Method of Authority - Answers - Relying on answer from an expert or relying on
knowledge of some respected or trusted source
Problems with the Method of Authority - Answers - - The info provided could be only as
good as the technique they used to obtain that info
- Answers from an expert may represent subjective opinion rather than true expert
knowledge
Method of Tenacity - Answers - - A user of the method of tenacity follows the logic that
something is true because it has always been true
- They are essentially relying on faith or confidence in personal beliefs, with no
particular evidence to support their views
Problem with the Method of Tenacity - Answers - Even when proved wrong, such beliefs
are hard to overcome
Method of Intuition/ Self-Discovery - Answers - - People think something is true because
it "feels right; relying on his or her intuition
- With intuition, the conclusions are based upon the instinctive understanding of the
question
Problems with the Method of Intuition/ Self-Discovery - Answers - - Can be inaccurate
- There is no systematic mechanism for separating accurate from inaccurate knowledge
Scientific Method - Answers - - Systematic and objective analyses
- To provide an objective, unbiased evaluation of data
Steps in the Scientific Method - Answers - 1. Observe behavior or other phenomena
2. Form a tentative answer to explain the phenomena
3. Test a tentative answer by making systematic, planned observation
4. Make a decision whether a tentative answer is supported or not through data analysis
Scientific Research is: Empirical - Answers - It involves structured or systematic
observation
, Scientific Research is: Objective - Answers - - Has explicit rules and procedure
- Based on facts, not opinion and interpretation.
Scientific Research is: Public - Answers - - Scientific research makes its results
available for evaluation by others (especially other researchers) by publishing them in
scientific journals
Scientific Research is: Cumulative - Answers - Most of the time it uses previous studies
to build on a present study
Scientific Research is: Predictive - Answers - Theories are build so that it could predict
behavior
Scientific Research is: Self Correcting - Answers - - It is evolving
- Theories change when errors in previous research are uncovered
Basic Steps of How-To-Research - Answers - 1. Selection of problem
2. Review of existing research and theory
3. Statement of hypothesis or research question
4. Determination of methodology and design
5. Data collection
6. Analysis and interpretation of data
7. Presentation of results
8. Replication
Theory - Answers - - A theoretical linkage between concepts
- A theory can EXPLAIN and PREDICT the relationship among concepts
- Theories allow researchers to come up with research questions or hypothesis of what
they can expect to find in their research study
Cultivation Theory - Answers - The effect of media portrayals in people's perception of
the real world
Agenda Setting - Answers - Issues presented in the media --> Set viewers agenda to
think about the topic
Characteristics of a Good Theory - Answers - - Predictive Power
- Falsifiable
- Parsimony
Predictive Power - Answers - It must predict a relationship that can be tested empirically
Falsifiable - Answers - It must have conditions under which predictions can be shown to
be incorrect
Research - Answers - An attempt to discover something
Methods of Knowing (Kerlinger & Lee, 2000) - Answers - - Method of Authority
- Method of Tenacity
- Method of Intuition
- Scientific Method
Method of Authority - Answers - Relying on answer from an expert or relying on
knowledge of some respected or trusted source
Problems with the Method of Authority - Answers - - The info provided could be only as
good as the technique they used to obtain that info
- Answers from an expert may represent subjective opinion rather than true expert
knowledge
Method of Tenacity - Answers - - A user of the method of tenacity follows the logic that
something is true because it has always been true
- They are essentially relying on faith or confidence in personal beliefs, with no
particular evidence to support their views
Problem with the Method of Tenacity - Answers - Even when proved wrong, such beliefs
are hard to overcome
Method of Intuition/ Self-Discovery - Answers - - People think something is true because
it "feels right; relying on his or her intuition
- With intuition, the conclusions are based upon the instinctive understanding of the
question
Problems with the Method of Intuition/ Self-Discovery - Answers - - Can be inaccurate
- There is no systematic mechanism for separating accurate from inaccurate knowledge
Scientific Method - Answers - - Systematic and objective analyses
- To provide an objective, unbiased evaluation of data
Steps in the Scientific Method - Answers - 1. Observe behavior or other phenomena
2. Form a tentative answer to explain the phenomena
3. Test a tentative answer by making systematic, planned observation
4. Make a decision whether a tentative answer is supported or not through data analysis
Scientific Research is: Empirical - Answers - It involves structured or systematic
observation
, Scientific Research is: Objective - Answers - - Has explicit rules and procedure
- Based on facts, not opinion and interpretation.
Scientific Research is: Public - Answers - - Scientific research makes its results
available for evaluation by others (especially other researchers) by publishing them in
scientific journals
Scientific Research is: Cumulative - Answers - Most of the time it uses previous studies
to build on a present study
Scientific Research is: Predictive - Answers - Theories are build so that it could predict
behavior
Scientific Research is: Self Correcting - Answers - - It is evolving
- Theories change when errors in previous research are uncovered
Basic Steps of How-To-Research - Answers - 1. Selection of problem
2. Review of existing research and theory
3. Statement of hypothesis or research question
4. Determination of methodology and design
5. Data collection
6. Analysis and interpretation of data
7. Presentation of results
8. Replication
Theory - Answers - - A theoretical linkage between concepts
- A theory can EXPLAIN and PREDICT the relationship among concepts
- Theories allow researchers to come up with research questions or hypothesis of what
they can expect to find in their research study
Cultivation Theory - Answers - The effect of media portrayals in people's perception of
the real world
Agenda Setting - Answers - Issues presented in the media --> Set viewers agenda to
think about the topic
Characteristics of a Good Theory - Answers - - Predictive Power
- Falsifiable
- Parsimony
Predictive Power - Answers - It must predict a relationship that can be tested empirically
Falsifiable - Answers - It must have conditions under which predictions can be shown to
be incorrect
