MCS 3030 Lecture : Chapter 11 Research Methods.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Tanya Mark

Document Summary

Simply describing what the data shows w/ simple graphics analysis and simple summaries about sample & measures: statistical analysis of the research design tests your research hypothesis. In most social research, data analysis involves 3 major steps. One of the 4 types of validity (internal, external & construct) Conclusion validity: the degree to which conclusions you reach about relationships in your data are reasonable. Conclusions validity is an issue whenever you"re talking about a relationship, even when the relationship is between some program (or treatment) and some outcome. One major threat o conclusion validity is that its often hard to see a relationship b/c your measures or observations have low reliability; they are too weak relative to all of the noise in the environment. Another issue could be that the relationship you"re looking for may be a weak one, and seeing it is a bit like looking for a needle in a haystack (sometimes problem = didn"t collect enough info)