CMN 2101 Lecture Notes - Lecture 1: Statistical Hypothesis Testing, Human Traces, Level Of Measurement
21 Jan 2016
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Document Summary
Why research: validate information, perception vs. See it a lot in the media. The reality: social behaviour is very complex, requires: systematic and deliberate methods. Objective, inter-subjective, replicable procedures: consequences of perceived information: Understanding phenomena i: human communication is: The process of making sense out of the world and sharing that sense with others. Trying to understand our world/the phenomena of human comm: so, communication research tries to understand, describe or explain this process. Understanding phenomena ii: epistemology: refers to the origin of knowledge and the routes used to, induction vs. Inductive - one proceeds inferentially from particular to more general statements. Deductive - a hypothesis or conclusion is implied in the premise. One proceeds from the general to the particular. Correlation: there is a relationship between 2 variables: micro vs. macro approaches. Macro: trying to generalize your findings to the greater public. Unit of analysis tends to be a collective or larger social unit (i. e. organization, community)
