[COM CM 321] - Midterm Exam Guide - Everything you need to know! (29 pages long)

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COM CM 321
MIDTERM EXAM
STUDY GUIDE
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September 8th 9/8/2016 3:32:00 PM
Research
Seeking background info
Exploratory
Discovering new areas where things may evolve or change
Doesn’t stand alone – about building off of past research
Trying to discover something new
Empirical things that we can observe poll numbers, tangible
evidence
How do we know “what” we know?
How can we be sure an advertisement will work?
Prior experience / background
Listening to credible sources
Gut feeling intuition
Knowing what we know
Tenacity something has always been like that, so why change?
Intuition
Authority
Self-Discovery
Science
Science
Ways of generating/testing the truth of statements about events in
the world of human experience
How people respond / relate to each other
Primary phases of mass media research
Medium-focus where you’re focused on the medium product
Use/user-focus not just what the technology does but how
people use it how do users experience something
Effect-focus how does technology or message impact people
Enhancement-focus focus on technology evolving or changes,
what has worked, and what will work in the future
Characteristics of Research
Public must be accessible
Objective no bias need a 3rd party for open opinion (can be
much more valid)
Empirical research that’s measurable or observable
Systematic procedure, comprehensiveness, less at risk
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Replicable
Cumulative research builds off of one another
Predictive hoping research projects correctly into the future
forecasting useful later on
Generalizable hopeful that sample size represents majority of
population
Falsifiable not trying to discover a fact, but trying to answer
something new and nothing studied why do research on
something you know is never going to change changes in what
you study enables research
Steps for Research
Select a problem
Review previous studies (Literature Review)
o Magazines
o Professional (academic) journals usually most reliable to
use most credible b/c of rigorous review before publication
o Periodicals
o Internet
o Research summaries
o Archive data
Develop hypotheses or research questions
Determine research design / methodology
Collect data
Analyze and interpret results
Present / discuss results
Replicate / follow up the study
Goals to Generate Theory
Set of related propositions that present a systematic view of
phenomena by specifying relationships among concepts
Message systems that, on the basis of a specific set of conditions,
generate specific predictions (If-then; given ____, it is likely that
most of the time, ____ will happen).
Theory widely accepted explanation educated hunch or guess
Theory and Observation
See chart in slides
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