MMC 3420 MIDTERM EXAM QUESTIONS
AND ANSWERS 100% CORRECT
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
AND ANSWERS 100% CORRECT
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
