MDSA01H3 Lecture Notes - Neil Postman, Media Ecology, Ethnography

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purplecrow47

10 Aug 2012

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Method of analysis that stress audience interpretations as the primary site of meaning. Who is the receptee and who is the receptor. Defined: an approach to understanding human social phenomena based upon fieldowkr, often involving both qualitiative (interviews) and qunatiiatve (surveys) data. Participant observation a set of research strategies that aim to understand a given group of indidviduals and their practices through intimate, intensive involvement with them in their natural setting. Focus groups save time, get at things quickly. Have 8 pepole, instead of doing everything 1 on 1. Ecological analysis: wemake our tools and then our tools make us. Media ecology looks at how media of communication affect human perception, understanding, feeling and value. Ways of resolving guilt: transcendence, mortification. Each medium of communication has relatively fixed characteristics that influence commuciation in aparticular manner. Understanding media: extension of man (1864) iknow the two types. Hot media fully engage the sense and rquire little of us films.

Related Questions

Which of the following is not an example of qualitative research methods?

a. Interviews

b. Participant observation

c. Statistical analysis

d. Focus groups

periwinkleelephant458

Question 1

Which of the following approaches to understanding and predicting consumer behavior depends primarily on the knowledge and experience of a firm's employees and its suppliers?

		Test marketing and price experiments
		Analysis of historical data.
		Direct consumer surveys.
		Expert opinion.

Question 2

In which of the following situations would reliance on expert opinion as a basis for a managerial decision be most preferred?

		When the product being marketed is relatively new.
		When the level of economic activity can have a significant effect on the demand for the firm's output.
		When the product can be packaged with a variety of price and quality combinations.
		When the business in question serves as a supplier of inputs to other businesses, especially in multi-product situations where other strategies may be prohibitively expensive.

Question 3

The approach to analyzing consumer behavior that asks consumers to rank and choose among different product attributes to reveal their relative valuation of different characteristics is called:

		conjoint analysis.
		contingent valuation.
		the hedonic estimation technique.
		a direct consumer survey.

Question 4

All of the following are limitations of direct consumer surveys except:

		the possibility of response biases because survey respondents may not want to reveal their true preferences.
		the possibility that the type of questions asked may unintentionally bias the respondent's answers.
		the likelihood that respondents will deliberately and systematically mislead interviewers.
		the possibility that consumers' responses may not reflect their actual behavior in the market place.

Question 5

Which of the following approaches to understanding and predicting consumer behavior does not actually solicit any information from potential customers?

		Expert opinion.
		Test marketing.
		Analysis of historical data.
		Conjoint analysis.

Question 6

Data collected on a sample of individuals with different characteristics at a specific point in time are called:

		panel data.
		cross-section data.
		time series data.
		none of the above.

Question 7

Which of the following approaches to understanding and predicting consumer behavior provides the most insight into how consumers can be expected to respond in an actual market setting?

		Test marketing.
		Conjoint analysis.
		Expert opinion.
		Analysis of historical data.

Question 8

An approach to analyzing consumer behavior in which consumer reaction to different prices is analyzed in a laboratory situation or a test market is called:

		non-price experiments.
		focus groups.
		price experiments.
		none of the above.

Question 9

Data collected on the same observation unit at a number of points in time are called:

		panel data.
		time series data.
		cross-section data.
		none of the above.

Question 10

A measure of how much the coefficient would vary in regressions based on different samples is called:

		F-statistic.
		standard error of the estimated coefficient.
		t-statistic.
		partial F-statistic.

Question 11

The test statistic used to test the hypothesis of whether a regression coefficient is significantly different from zero, holding all other independent variables constant, is called a(n):

		t-test.
		F-test.
		multicollinearity test.
		autocorrelation test.

Question 12

Regression analysis that analyzes the relationship between one dependent variable and several independent variables is called:

		cluster analysis.
		correlation analysis.
		multiple regression analysis.
		simple regression analysis.

Question 13

The ratio of the regression coefficient to its standard error is called:

		F-statistic.
		t-statistic.
		coefficient of determination.
		partial F-statistic.

Question 14

The coefficient of determination will range between what values?

		-1 and +1
		0 and 1
		-3 and +3
		none of the above

Question 15

The range of values in which we can be confident that the true regression coefficient lies within a given degree of probability is called a:

		confidence interval.
		logistic regression.
		prediction interval.
		none of the above.

Question 16

The estimated regression equation is Y = 10 + 2.5X, if X =0 than the predicted value of Y is equal to

		2.5
		7.5
		12.5
		10

crimsoncamel287

Hi this is for my intro to communication class thank you in advance

____ 5. Gary is conducting an organizational communication study by using two different methodologies. He is giving the employees a questionnaire and he is also reviewing the minutes of the company's Board meetings over the past three years. Gary's research approach is a good example of:

a.	distributive methodology
b.	quantitative research
c.	triangulation
d.	qualitative research
e.	hybrid methodology

____ 6. The study of social and personal importance of storytelling is the focus of which communication the field?

a.	Organizational Communication Studies
b.	Mass Communication Studies
c.	Performance Studies
d.	Public Communication Studies
e.	Intercultural Communication Studies

____ 7. Don goes to class on Friday but the instructor is not present. The teaching assistant announces that the instructor is ill and there will be no class that day. When Don comes to class on Monday, he notices that students are handing in an assignment to the instructor. He discovers that the TA told students that even though there was no class Friday, they had a homework assignment to complete. Don's failure to attend to that part of the TA's message is an example of:

a.	noise interference
b.	biased reception
c.	insular listening
d.	selective perception
e.	assimilation

____ 8. Which of the following is a construct?

a.	your expectation of how a friend will behave
b.	your idea about how you should act in specific situations with a friend
c.	the person who is the best example a friend to you
d.	how a friend measures up on the dimension of intelligent-unintelligent
e.	the dictionary definition of friend

____ 9. When you are tired, stressed, or sick, you are likely to perceive things more negatively than when you are well rested. This is an example of:

a.	expectations
b.	social influences
c.	physiological influences
d.	self-serving bias
e.	attribution

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MDSA01H3 Lecture Notes - Neil Postman, Media Ecology, Ethnography

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