COM CM 321 Lecture Notes - Lecture 1: Design Of Experiments, Focus Group, Cluster Sampling
13 Feb 2015
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Nature and purpose of media research: what is research, to investigate carefully and thoroughly, systematic processes to seek answers to questions and understanding phenomena, a way to achieve certainty and avoid psychological discomfort, ways of knowing. By authority: one of the most common ways to acquire knowledge, teachers, professors, experts, efficient and quick, however, those authorities might be biased. By personal experience: learning through the five senses, shape our predictions of future interactions, however, our senses have limits, and our interpretations might be wrong where stereotypes/generalizations arise from. By tenacity: tradition, knowledge passed on from generations, however, the information may not be accurate just because it is believed for a long time. By intuition: based on a hunch or a gut feeling, years of experience my have taught you something. Something we can observe measurable unlike beliefs or opinions: the systematic nature of science, the cumulative nature of science. Someone has measured something before that ultimately applies to other research.
