J494 TEST MIDTERM EXAM QUESTIONS AND
ANSWERS LATEST UPDATE
What are GOOD reasons to conduct research?
1. To test different products
2. To measure public perceptions and behaviors
3. To better understand the values and preferences of a target audience
What are BAD reasons to conduct research?
1. To justify a creative venture
2. To confirm ideas or beliefs
3. To prove a certain course of action is correct
What is a subject?
Who or what will you study
Operational definition
Defining a word or concept in terms of its processes and application
What is a variable?
Anything that varies in your study; measured variables
Independent Variable (IV)
Changes on its own; manipulated = the message
(example: whether you're a freshman or senior)
Dependent Variable (DV)
Outcome variable, changes as a result of Independent variable = the people who
received it
Control
Variables measured to assure consistency/validity
(The message is the independent variable and the behavior will change because of that
X the independent causes the y dependent)
Validity
Are you measuring what you think you're measuring? (accuracy)
Method
How you are going to do the research
Reliability
Are you measuring what you think you're measuring consistently?
Hypothesis
Prediction of a relationship between variables; what you expect will happen
Null Hypothesis
Assuming that there will be no relationship between the variables; Burden of proof is on
showing that a relationship exists.
Primary Research
ANSWERS LATEST UPDATE
What are GOOD reasons to conduct research?
1. To test different products
2. To measure public perceptions and behaviors
3. To better understand the values and preferences of a target audience
What are BAD reasons to conduct research?
1. To justify a creative venture
2. To confirm ideas or beliefs
3. To prove a certain course of action is correct
What is a subject?
Who or what will you study
Operational definition
Defining a word or concept in terms of its processes and application
What is a variable?
Anything that varies in your study; measured variables
Independent Variable (IV)
Changes on its own; manipulated = the message
(example: whether you're a freshman or senior)
Dependent Variable (DV)
Outcome variable, changes as a result of Independent variable = the people who
received it
Control
Variables measured to assure consistency/validity
(The message is the independent variable and the behavior will change because of that
X the independent causes the y dependent)
Validity
Are you measuring what you think you're measuring? (accuracy)
Method
How you are going to do the research
Reliability
Are you measuring what you think you're measuring consistently?
Hypothesis
Prediction of a relationship between variables; what you expect will happen
Null Hypothesis
Assuming that there will be no relationship between the variables; Burden of proof is on
showing that a relationship exists.
Primary Research
