Term
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Definition
cancellation or renewal of shows
selection of syndicated shows
formats for radio stations |
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Term
| Factors that come into play with programming decisions |
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Definition
size
demography of audience
rating
audience loyalty |
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Term
| Buying and selling advertising time |
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Definition
baseline figures here are the rating and share
Price of ads strongly related to audience size/composition
Ex: super bowl ads vs. weekday morning ads |
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Term
| Buying and selling stations |
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Definition
factors taken into consideration include
market revenue
ratings and shares of the company
audience demographics
economics
amount of competition
location
network affiliation |
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Term
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Definition
| concerns here focus on what the media do to people |
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Term
| Why did media transition from print to online? |
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Definition
| the shift was mostly due to economics. |
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Term
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Definition
| Who reads a publication, what items are read, why |
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Term
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Definition
| The penetration levels of a publication in various markets and various aspects of the delivery and pricing systems |
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Term
| Typography and Makeup Studies |
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Definition
| The impact of design elements (ex: page layout, illustrations, text font) on readership |
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Term
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Definition
| How textual elements affect comprehension of the context (ex: the cloze procedure) |
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Term
| 5 Different Ways of Knowing: |
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Definition
intuition
previous knowledge
common sense
authority
personal experience |
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Term
| 5 Characteristics of the scientific method: |
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Definition
1. The scientific method addresses questions of fact. It doesn’t address questions of value
2. It is objective and systematic observation of phenomena
3. Its empirical (evidence gathering)
4. Its open to the public
5. Its cumulative and self-correcting |
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Term
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Definition
| abstraction formed from generalizing from particulars (ex: name, color, height, aggression) |
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Term
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Definition
| concept that has more than one value |
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Term
| Ways of defining variables |
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Definition
Conceptual definition of a variable- use other abstract terms to describe (ex: aggression)
Operational definition of a variable- describe the precise, exact way in which the variable is measured (operationalized) (ex: the famous bobo doll experiment) |
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Term
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Definition
| Independent and Dependent variables |
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Term
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Definition
1. Nominal- has no intrinsic numerical ordering of the values (ex: gender, color, media types)
2. Ordinal- have intrinsic numerical ordering (greater/lesser), but distance b/w values are not equal (ex: like a lot, like a little, don’t like at all)
3. Interval- has intrinsic numerical ordering, w/ equal distances b/w values, but has no absolute zero (ex: temperature)
4. Ratio- has intrinsic numerical ordering, w/ equal distance b/w values, and has absolute zero (ex: age, height, hours using FB) |
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Term
| Hypothesis (what are they, why do we need it, how to write it): |
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Definition
-Tentative statement describing the relationship b/w 2 or more variables
-Common types of relationships: positive, negative/inverse, no relationship, more complicated such as nonlinear
-Ex: The more beer a person drinks in a short period of time, the higher the person’s blood alcohol level.
-Must include an IV and DV (IV: beer DV: blood alcohol level) |
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Term
| : IV (Independent variable) |
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Definition
| cause/input, what the researchers uses to explain the DV; what is manipulated in an experiment |
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Term
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Definition
| consequence/output; what the researcher wants to explain; what is affected in an experiment |
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Term
| First 5 Stages of research process: |
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Definition
1. Define/ select problem;
2. Examine the literature;
3. Select the key variables (DV/IV);
4. Develop the research questions or hypotheses;
5. Select the unit of observation and analysis; |
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Term
| 6-10 Stages of research process: |
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Definition
6. Select the appropriate method making sure it will produce reliable and valid results;
7. Select the sample;
8. Operationalize the variables (decide how you are going to measure your DV/IV);
9. Train personnel;
10. Pretest; |
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Term
| 11-16 Stages of research process: |
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Definition
11. Collect data;
12. Verify data;
13. Process the data- code and analyze;
14. Draw conclusions;
15. Writing reports & present results;
16. Replicate |
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Term
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Definition
| main method used in media research, the Continuum of participant to observer |
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Term
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Definition
| no interaction (ex: watching from behind a one way mirror) |
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Term
| -Observer as participant: |
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Definition
| minimal interaction (studying a fundamentalist school, interacting w/ teachers and students, but mostly sitting in classroom, taking notes, etc.) |
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Term
| -Participant as observer: |
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Definition
| often are acting as member of group (ex: Jane Goodall, 45 years study of chimpanzee) |
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Term
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Definition
| fully acting as member of group (ex: getting hired into a place that you intend to study) |
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Term
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Definition
main method used in media research, used by academics and marketers
-In depth discussions on a specific topic led by a moderator and feature:
-6-12 people who talk to the moderator and each other
-Participants are paid for their time
-Participants typically spend 1-2 hours together |
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Term
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Definition
| great for testing new ideas (slogans) and checking out reactions to new products (ex: house chemical packaging, salad dressing), can be conducted very quickly, relatively inexpensive, flexible question design & follow-ups, responses are more complete and less inhibited than one-on-one interviews |
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Term
| Focus group disadvantages |
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Definition
| can’t generalize w/ precision to populations, doesn’t answer questions of “how many” or “how much”, views can be swayed by a dominant participant, moderators must be professional and objective and if not it could sway the results |
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Term
| Types of interviews: Structured |
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Definition
| specific sets of questions |
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Term
| Types of interviews: Open |
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Definition
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Term
| Types of interviews: Depth Probing |
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Definition
| “tell me more” or “please explain” |
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Term
| Illustrative Case Studies: |
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Definition
| -Typically utilized one or two instances of an event to show what a situation is like |
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Term
| Exploratory Case Studies: |
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Definition
-Condensed version performed before implementing a large scale investigation
-To help identify questions and select types of measurement prior to the main investigation |
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Term
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Definition
-Aggregate information from several sites collected at different times
-To increase generalization (Ex: the brand community) |
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Term
| Critical Instance Case Studies: |
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Definition
| -Call into question a highly generalized or universal assertion |
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Term
| Advantages of Case studies: |
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Definition
| provides tremendous detail, good for developing future research ideas, can suggest why something has occurred, deal w/ a wide spectrum of evidence which makes the results more valid |
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Term
| Disadvantages of Case studies: |
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Definition
general lack of scientific rigor, not generalizable to a population, time consuming, may produce massive data that are hard to summarize
Data/Evidence used: documents, physical artifacts, observation/participation, interviews/surveys, focus groups |
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Term
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Definition
| First used by anthropologists/sociologists and now adapted to other fields |
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Term
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Definition
| researchers spent long periods of time living w/ and observing other cultures in a natural setting |
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Term
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Definition
| if you study smaller units, such as subgroups, organizations, institutions, professions, audiences |
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Term
| Characteristics of Ethnography: |
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Definition
| puts the researcher in the middle of the topic under study, it studies an issue from the participants’ frame of reference, it involves spending a considerable amount of time in the field, it uses a variety of research techniques (ex: observations, interviewing, focus groups, case studies) |
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Term
| 4 steps to conduct ethnography research: |
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Definition
1. Define research question
2. Select a field site and sample
3. Fieldwork
4. Data analysis |
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Term
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Definition
| the entire set of elements |
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Term
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Definition
| a subset of the population (a group w/in the population) |
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Term
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Definition
| study of an entire population |
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Term
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Definition
| selecting a subset of the population (selecting a group w/in the population) (Ex: selecting Greek students out of entire OSU student population) |
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Term
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Definition
| summary value for a sample |
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Term
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Definition
| relies on random selection, elements have a nonzero chance of selection, involves systematic selection procedures, follows the guidelines of mathematical probability, avoids possible research bias, likely to be representative, appropriate when generalizing w/ precision |
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Term
| Non-Probability Sampling: |
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Definition
| does not follow guidelines of mathematical probability, simpler/easier, appropriate when there is no need to generalize w/ precision |
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Term
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Definition
| (SRS) every element of a population has an equal chance of people selected (w/ replacement vs. w/out & use a table of random #s to generate the sample) |
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Term
| Systematic Random Sampling: |
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Definition
| start the sample at a random point, every nth element of the population is selected (Ex: population of 100 people and start at the 44th person, sampling interval of 7 so the sample is the 44th, 51st, 58th, 65th and so on) |
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Term
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Definition
used to guarantee that a specific subset of the population is adequately represented
-Proportionate sample is based on size of population
-Disproportionate: subset of the population is over or under represented |
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Term
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Definition
| population is divided into group or categories typically geographically based often used in national studies |
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Term
| Convenience/availability sample: |
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Definition
| use readily available participants for the study |
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Term
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Definition
| who willingly participate differ greatly from non-volunteers and will produce result w/ error |
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Term
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Definition
| participants or elements selected due to characteristics they possess (purposive: chosen knowing it does not represent the population, but make selection based on the purposes like needing certain people to compare. Quota: chosen to fill a predetermined or known percentage like 2 Asian, 4 whites, etc.) |
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Term
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Definition
| participants are encouraged to tell people they know about the student, word of mouth/referrals |
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Term
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Definition
| Size can be dependent on research method used, # of groups being studied, cost and time, # of dependent variables, what has been done before |
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