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Lecture

CMN 2101 Lecture #3.docx

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Department
Communication
Course
CMN2101
Professor
Rumaisa Shaukat
Semester
Fall

Description
CMN 2101: Lecture #3  Sept 26  2012 Qualitative and Quantitative Research:  Triangulation:  Triangulation of measures  Triangulation of observers  Triangulation of theory  Triangulation of method  Qualitative and Quantitative Orientations:  Nature of Data Soft data (qualitative) vs. hard data (quantitative) Assumptions of social life Positivist vs. Interpretive/critical What are we trying to accomplish in a study Hypothesis testing vs. hypothesis development Type of “logic” Systematic vs. ongoing practice Reconstructed logic and logic in practice: Qualitative, lots of planning, clearly state what your assumptions  are.  Linear and non linear paths:  Objectivity and integrity Preplanned and emergent research questions Way to select topics:  Personal experience Curiosity based on media State of knowledge in the field Solving a problem Social premiums Personal values Everyday life Narrowing a Research Question: Examine literature Talk over with others Apply to a specific context Define the aim of the study Quantitative vs Qualitative:  Qualitative Design Issues:  Language of cases and context Grounded theory Context is critical Bricolage Case and process Interpretation First­order interpretation  Second­order interpretation Third­order interpretation Language of variables and hypotheses Variable Attribute Types of variables Independent variable (IV) Dependent variable (DV) Intervening variable Logic of disconfirming hypothesis Null hypothesis Alternative hypothesis Double­barreled hypothesis Characteristics of causal hypotheses:  At least 2 variables Expresses a cause­effect relationship Can be expressed as a prediction Logical link between hypothesis and theory Falsifiable Quantittative Design Issues  Potential errors n causal explanation Measurement Process:  Conceptualization Process of developing clear, rigorous and systematic conceptual definition for abstract ideas or concepts Operationalization The process of moving from a construct’s conceptual definition to specific activities or measures tat allow a  researcher to observe it empirically. Quantitaative Measurement;  Rules of correspondence Conceptual hypothesis Empirical hypothesis Reliability and Validity: Quantitative Research:  Measurement reliability: Measurement reliability  Stability reliability Representative reliability Equivalence reliability Improve Reliability Clearly conceptualize all constructs Increase level of measurement (precision) Use multiple indicators of a variable Pretest, pilot studies, and replication Measurement Validity Face validity Content validity Criterion validity Concurrent validity Predictive validity Construct validity Convergent validity Discriminant validity Reliability and Validity: Validity, Reliability: Introduction to Content Analysis: Advantages  Disadvantages  It is It is unobtrusive  Limited to examining recorded messages  Relatively inexpensive  Inef
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