Methodology
Premaster CIS Fall 2020
This could be asked on the exam:
Mention the IV and levels
Mention the DV
Mention whether there is a mediator or moderator
Specify the measurement levels of those variables
Specify the relation
Variable types
Independent variable (IV): The proposed cause (predictor): the variable that the researcher
manipulates
Dependent variable (DV): The proposed effect (outcome): affected by changes in de
independent variable.
Mediator variable: The effect between the IV and DV is indirect. Mediating variable
is caused by IV and has an effect on DV (Figure 1).
Figure 1. Mediating variable
Moderating variable: The moderator variable influences the strength of the relation of
the conditions of the IV. This usually are aspects that cannot be
changed, such as culture, gender, prior body weight (Figure 2).
Figure 2. Mediator variable
Third variable: A variable that has not been included in the design but should have for
the importance of the study.
Measurement levels
Author: Tessa de Jong
,Nominal: Type of classification/group where one is assigned to, e.g. gender or
nationality.
Ordinal: Assign ordering to the measurement, e.g. appreciation scale, lowest to highest
grade.
Interval: Same distance within a scale, e.g. year of birth, degrees of Celsius).
Ratio: Equal interval, but the lowest point is zero, e.g. count of employees, money,
body of length, number of children.
The relation between the variables
Correlation Measuring the strength between variables
Causation Whether changing one variable changes the other (most likely to be an
experiment)
This could be asked on the exam:
Create a Research Question (RQ)
Create a hypothesis
Research question
Open ended Whether there is a relationship between variables.
Closed ended Focus on the direction of the relationship.
Types of research questions
Descriptive Is there a relationship between involvement in video gaming and academic
performance?
Difference What’s difference of coming from a western/non-western as a culture
shock?
Prediction What is the effect of coming from a western/non-western as a
culture shock?
Hypotheses
Two-tailed hypothesis State that there is a relationship between variables but do not
specify the direction of the relationship.
One-tailed hypothesis Require extra confidence because you commit to predicting the
direction of the relationship between the variables.
Null hypothesis Specify that there is no relationship between variables.
Chapter 1
Basic assumptions of communication research:
1. Observations (do not) capture an underlying reality.
Power and attitude are interesting to analyze but we cannot see it
Author: Tessa de Jong
, 2. Theories about human behavior can(not) be generalized.
It is assumed people are similar in the way they behave.
3. Researchers should (not) distance themselves from research participants.
Being closer to the participants both has its advantages and disadvantages.
4. Research should (not) be done for a specific purpose.
There are multiple motivations why a research is executed.
5. There is (not) one best position from which to observe human behavior.
There are multiple main components in human interaction.
Public Service Advertisements (PSA) is designed to promote positive attitudes and behaviors.
Questions regarding ads:
1. Does the ad work?
2. What can we do with an ad?
3. What can readers and viewers tell us?
To find out you could conduct a survey
4. What can the content tell us?
Rhetorical approaches to content are qualitative
Content analysis is primarily quantitative
5. What can the creator of the ad tell us?
Action research: Research that engages specifically to improve people’s lives.
Social scientists: Scientists who assume that concepts such as intelligence or loyalty
can be found across all people and measured objectively with an
“instrument” that will apply universally and perhaps even predict human
behavior.
Triangulation: The approach in which researchers use multiple methods providing
multiple perspectives to ensure that they have a good “fix” on a problem
Q methodology: An approach in which it is assumed that it is respondents’ subjective
views of the world that are of interest but combine that research focus
with quantitative, computational approaches to recording and
assessing these views
Chapter 2
Aspects of starting a research:
1. The basic assumptions of chapter 1
2. Deciding on a focus
3. Determining the purpose of your research
4. The research topic
Constructs: Ideas or concepts.
Operationalization: To define constructs in such a way that they can be measured.
Worldview I
Sees human behavior as predictable, objectively measurable, and generalizable.
Privileges the researcher’s perspective.
Author: Tessa de Jong
Premaster CIS Fall 2020
This could be asked on the exam:
Mention the IV and levels
Mention the DV
Mention whether there is a mediator or moderator
Specify the measurement levels of those variables
Specify the relation
Variable types
Independent variable (IV): The proposed cause (predictor): the variable that the researcher
manipulates
Dependent variable (DV): The proposed effect (outcome): affected by changes in de
independent variable.
Mediator variable: The effect between the IV and DV is indirect. Mediating variable
is caused by IV and has an effect on DV (Figure 1).
Figure 1. Mediating variable
Moderating variable: The moderator variable influences the strength of the relation of
the conditions of the IV. This usually are aspects that cannot be
changed, such as culture, gender, prior body weight (Figure 2).
Figure 2. Mediator variable
Third variable: A variable that has not been included in the design but should have for
the importance of the study.
Measurement levels
Author: Tessa de Jong
,Nominal: Type of classification/group where one is assigned to, e.g. gender or
nationality.
Ordinal: Assign ordering to the measurement, e.g. appreciation scale, lowest to highest
grade.
Interval: Same distance within a scale, e.g. year of birth, degrees of Celsius).
Ratio: Equal interval, but the lowest point is zero, e.g. count of employees, money,
body of length, number of children.
The relation between the variables
Correlation Measuring the strength between variables
Causation Whether changing one variable changes the other (most likely to be an
experiment)
This could be asked on the exam:
Create a Research Question (RQ)
Create a hypothesis
Research question
Open ended Whether there is a relationship between variables.
Closed ended Focus on the direction of the relationship.
Types of research questions
Descriptive Is there a relationship between involvement in video gaming and academic
performance?
Difference What’s difference of coming from a western/non-western as a culture
shock?
Prediction What is the effect of coming from a western/non-western as a
culture shock?
Hypotheses
Two-tailed hypothesis State that there is a relationship between variables but do not
specify the direction of the relationship.
One-tailed hypothesis Require extra confidence because you commit to predicting the
direction of the relationship between the variables.
Null hypothesis Specify that there is no relationship between variables.
Chapter 1
Basic assumptions of communication research:
1. Observations (do not) capture an underlying reality.
Power and attitude are interesting to analyze but we cannot see it
Author: Tessa de Jong
, 2. Theories about human behavior can(not) be generalized.
It is assumed people are similar in the way they behave.
3. Researchers should (not) distance themselves from research participants.
Being closer to the participants both has its advantages and disadvantages.
4. Research should (not) be done for a specific purpose.
There are multiple motivations why a research is executed.
5. There is (not) one best position from which to observe human behavior.
There are multiple main components in human interaction.
Public Service Advertisements (PSA) is designed to promote positive attitudes and behaviors.
Questions regarding ads:
1. Does the ad work?
2. What can we do with an ad?
3. What can readers and viewers tell us?
To find out you could conduct a survey
4. What can the content tell us?
Rhetorical approaches to content are qualitative
Content analysis is primarily quantitative
5. What can the creator of the ad tell us?
Action research: Research that engages specifically to improve people’s lives.
Social scientists: Scientists who assume that concepts such as intelligence or loyalty
can be found across all people and measured objectively with an
“instrument” that will apply universally and perhaps even predict human
behavior.
Triangulation: The approach in which researchers use multiple methods providing
multiple perspectives to ensure that they have a good “fix” on a problem
Q methodology: An approach in which it is assumed that it is respondents’ subjective
views of the world that are of interest but combine that research focus
with quantitative, computational approaches to recording and
assessing these views
Chapter 2
Aspects of starting a research:
1. The basic assumptions of chapter 1
2. Deciding on a focus
3. Determining the purpose of your research
4. The research topic
Constructs: Ideas or concepts.
Operationalization: To define constructs in such a way that they can be measured.
Worldview I
Sees human behavior as predictable, objectively measurable, and generalizable.
Privileges the researcher’s perspective.
Author: Tessa de Jong
