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| studies of a portion or sample of a specific population |
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| compares relationships between variables by correlation |
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| makes generalizations about the population with a degree or range of probability |
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| survey research techniques |
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| face-to-face, telephone, mail, online |
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| components of content analysis |
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| population, sample (unit of analysis), categories, coding system |
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| the objective, systematic, and quantitative description of communication content |
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| how to acquiring empirical data |
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| survey research, content analysis, experimental design, case studies |
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| components of experimental design |
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| random selection of control groups, the independent variable and the dependent variable, administration of the stimulus, before and after (pre-post) response measurements |
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| examine many characteristics of a single subject over a period of time |
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| cannot be generalized to other similar situations (looks at so many attributes of one subject) |
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| techniques of experimental design |
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| laboratory and field (natural) |
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| reasoning about the data (statistics) (1) |
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| reducing data to manageable form (summaries) |
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| reasoning about the data (statistics) (2) |
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| descriptive statistics: mean, median, variance, and percentiles |
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| reasoning about the data (statistics) (3) |
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| sampling or probability statistics |
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| the odds of being in error (a 5% level of confidence would indicate one chance in twenty) |
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| measuring what you have intended to measure |
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| does the phenomenon observed and measure represent the real world phenomenon |
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| control of extraneous of alternate variables in research design to rule out their effects on the phenomenon under observation |
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| deals with the consistency of measurement |
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| the ability of the {blank} to provide the same results time after time, within acceptable margins of error, under the same conditions |
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| do the varies subparts of a test provide comparable data |
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| an over simplification of reality and about relationships |
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| indispensable for understanding the more complex processes |
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| a frame for considering a problem |
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| about important gaps in our knowledge |
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| organizations, predictions, heuristic, measurement |
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| generality, heuristic, importance, accuracy, originality, simplicity/parsimony, realistic |
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| the uncertainty or disorganization of a situation |
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| the degree to which information is not unique in the system (repetitive transission of the same message over one channel or duplication of channels) |
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| anything added to the signal that is unwanted |
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| the information a channel can transmit |
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| not what you say, but what you could say (degree of freedom or randomness) |
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| shannon and weaver's mathematical theory of communication: communication system: |
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| source, channels, transmitters, receivers, and destinations |
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| must be coupled with one another in order to transfer information |
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| who does most of the talking and how much talking is done |
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| how open is the group to outsider and ideas from the outside |
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| are members equal participants in the group communication |
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| human perception as largely a physical or mechanical process; direct correspondence between an "external reality" and a perception (pictures on our heads) |
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| perception is the complex process by which the person selects, organizes and interprets a sensory stimulation into a meaningful and coherent picture of the world |
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| psychological influences on perception |
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| experience, culture, motivation, mood, attitude |
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| motivation (hunger, well being, greed, competition); mood (happy, nervous, critical); attitudes (favorable, unfavorable, positive, negative) |
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| individuals expose themselves to those communications that are in agreement with their existing attitudes and avoid communication that are not |
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| individuals pay attention to those parts of a message that are consonant with strongly held attitudes, beliefs, or behaviors and avoid those parts of a message that go against strongly held attitudes, beliefs, or behaviors |
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| the tendency for people's perception to be influenced by wants, needs, attitudes, and other psychological variables |
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| tendency for the recall of information to be influenced by wants needs attitudes, and other psychological factors |
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| the importance of reinforcement, rewards and punishments, and condition in shaping behavior |
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| the "representations" of the world people build in their heads and how they go about building them |
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