Acceptance of information at face value, relying on knowledge that we have not questioned or tested.

Personal Experience, Intuition, Authority, Appeals of Belief, Tradition, Customs, and Magic, Superstition, Mysticism

Positivist uses deduction and quantitative research. It's mechanical formal and objective.

Naturalist uses induction and qualitative research. It's observational informal and subjective.

Ontological

Epistemological

Axiological

Methodological

Rhetorical

Positivists believe reality is singular and objective. 1 reality exists.

Naturalists believe in multiple realities.

Positivists believe the relationship between researcher and research is INDEPENDENT.

Naturalists believe the relationship is INTERDEPENDENT.

Positivists believe research is value-free and unbiased.

Naturalists believe research is value-laden and biased.

Positivists use deduction, cause and effect, quantitative research, controlled environment.

Naturalists use induction, look at patterns of behavior, qualitative research.

Positivists use formal research reports and an impersonal or 3rd person voice.

Naturalists use informal research and a personal or 1st person voice.

People

Messages

Channels

Context

Moves in the same direction. Increases in the independent variable are associated with increases in the dependent variable.

Moves in an opposite direction. As the independent variable increases the dependent variable decreases.

Directional and Specific. Predicts a more specific nature of the relationship.

more than

positive

negative

pointing in a certain way

.

Nondirectional and general. Predicts the relationship between variables without specifying the  nature of that relationship.

Open ended

Nominal is type, category, label. Example is phone numbers and license plates.

Ordinal is ranking greater than or less than

Intervalis categorizing, ranking, equal distance with arbitrary zero point.

Ratio is categorizing, ranking, equal distances, and no negatives

1. mutually exclusive

2. must be equivalent

3. must have exhausted all options

 Closed versus Open Questions

Question Strategies and Formats

Relative Advantages versus Disadvantages

lower cost

can reach a lot of people

less personnel to administer

increase respondents' anonymity

encourage responses from reluctant people

electronic surveys are easy

Telephones reach respondents quickly

Ability to clarify questions

Can gather observational data

Greater depth of response

Allows probing for more information

Describes what a concept means by relating it to other abstract concepts.

Operational Definition

Describes a concept in terms of its observable and  measurable characteristics or behaviors by specifying how the concept can be observed in actual practice.

Title Page, Abstract, Review of Literature (RQ and Hyp), Methodology (Research Participants, Texts, Procedures), Results, Discussion, References

Used to measure characteristics and behaviors. People comment on themselves.

Another method for measuring how much people demonstrate particular characteristics and behaviors by askign people to describe other people.

Researchers who watch people engaging in communication. Observations can occur in a lab setting, in the field, or people may be unaware they are being observed.

Researchers examine communication artifacts, texts produced by people as opposed to live communication events.

Used to measure the meanings people ascribe to a specific stimulus. Presents a stimulus (word, phrase, sentence, etc) at top of list of a 7 point scale representing polar opposites. Respondents choose a single point on each scale.

.

The effects of each independent variable working alone

Primary Research are original docs, journals, theses, disstertaions, etc.

Secondary Research is data that has been taken from somewhere else and has been interpreted and summarized. Newspapers, magazines, textbooks.

Secondary Research is data that has been taken from somewhere else and has been interpreted and summarized. Newspapers, magazines, textbooks.

The reviewer doesn't know who has published the text so there is no bias when making decisions.