PR 662 Lecture Notes - Lecture 3: Infinitive, Communication Source, Media Monitoring Service

• School: Ball State University
• Department: Public Relations
• Course: PR 662
• Professor: Dr. Lee

Document Summary

Theory: an organized explanation of some recurrent phenomena of research interest. Theory: a collection of statements asserting a relationship between two or more concepts as they vary among a class of objects. If two or more cases are shown to support the same theory, replication may be claimed. The empirical results may be considered yet more potent if two or more cases support the same theory but do not support an equally plausible, rival theory. Validity: it"s related to the nature of our findings, and the degree to which these are a true reflection of what we formally state we are dealing with in declaring our aims and objectives (cutler, 2004, p. 370). Construct validity means that there is a demonstrable agreement between the construct you are trying to measure and other related concepts. Internal validity concerns research where causal links between two events are made. Reliability concerns the transparency of research methods used to gather data.