Details Title: Media Research test 1 Description: media research vocab Total Flash Cards: 32 Created: 02/19/2009 07:29:46		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Journalism Flashcards
Cards in this set: Term Tenacity Definition it's true because its always been true Term intuitition Definition something is true because it is self evident (resist efforts to test advertising methods) Term authority Definition belief is something because of a trusted source; parent or teacher Term research questions Definition general areas of investigation Term hypothesis Definition testable statements about relationship variables Term confounding variable Definition variable that creates a possible but incorrect explanation of results Term sample selecction Definition must be selected randomly and tested for homogeneity to ensure results are not due to type of sample used Term independent variable Definition systematically varied by researcher "causes" dependent effect Term dependent variable Definition are observed and valued presumed to depend on effects of the independent variable Term nominal Definition classify people or objects by name or number. Social, license Term ordinal Definition ranked smallesg to largest (horserace with out stop watch) Term interval Definition numbers used but no true zero. Temperature and IQ. Can't say twice as intelligent. Term ratio Definition same as interval but true zero. Term reliability Definition consistency of your measure Term validity Definition are we measuring what we think we are measuring Term face validity Definition appears to measure waht we think its measuring Term concurrent validity Definition check measure against existing and similar measures Term predicitve validity Definition if predictor relates to outcome as expected Term known groups Definition choose groups known to possess property in question-give to another group not known to have property then compare Term 3 ways to check reliability Definition stability=test/retest (1 test given at two different times) internal consistency= all items measuring same concept equivalancy=two parallel forms Term cronbachs alpha Definition 1.0 is perfect .90-.80 very good reliability .79-.70 good/fair under .70=not good Term 3 ways to increase reliability Definition increase # of items in measure reduce the ambiguity of your items discard "bad" items Term sample Definition subset of population Term target population Definition all the elements pertinent to a study Term survey population Definition that from which a sample will be taken Term probability sample Definition randomly selected and equal chance Term non probability sample Definition chosen o the basis of same type of criteria Term types of random samples Definition simple random sample, systematic random sample, stratified random, plus 1 random sampling, random digit dialing Term sample statistic Definition numerical characteristics of a sample (we know) Term population parameter Definition numerical characteristics of a population (we never know this) Term confidence coefficient Definition the probability that a given interval actually contains the true pop parameter (68% probability) Term confidence interval Definition an interval within which we think the true population parameter lies