J494 TEST FINAL EXAM QUESTIONS AND ANSWERS
LATEST UPDATE
Content Analysis Process
1. Develop research q's
2. Figure out which messages are available for coding and fit the research purpose
3. Select units for coding
4. Develop and test codebook and coding sheet
5. Select sample or census
6. Code
7. Interpret coding results
Content Analysis Characteristics
-Objective: Carried out according to rules and procedures
-Systematic: Identifying content to be coded, coding and interpreting content
-Generality: Findings should have relevance (purposeful coding)
Research Method: Secondary
Information previously compiled for other purposes that can be adapted to your needs
-Examples are Yelp reviews, historical docs
Research Method: Interviews
-Good for sensitive topics (qualitative)
Research Method: Content Analysis
-Systematically examining the content of the communication, quantitative
-To examine content trends over time
-Access the image of a particular group or audience
Research Method: Surveys
-A system for collecting comparable information across many people
Latent Variable
Content that YOU have to infer (was the post informative?)
Manifest Variable
Content that is objectively present (number of likes on a tweet)
Random Sampling
Each sample has an equal probability of being chosen
Non-probability Sampling
Subjects are chosen in non-random ways: convenience, quota, and judgmental
Census Sampling
When the entire population is measured, no sampling, talk to everyone within the
population (only probable for small populations)
Representative Sampling
Sample has the same distribution of characteristics as the population from which it was
selected-- sample is representative of the larger pop.
Quota Sampling
Involves setting quotas based on demographic information/to set population distribution,
but not randomly selecting subjects for each quota
Convenience Sampling
, Select sample based on convenience/availability. They are there and able to be tested.
The issue is that the people are not usually representative of the population at large
Snowball Sampling
Select subjects who will also recruit other subjects, and so-on. Participants invite other
people to join the study
Purposive Sampling
AKA judgmental sampling; sample is based on the judgment of who the researcher
thinks would be a good fit (using judgment and picking subjects with a purpose)
Confidentiality
Only researcher knows the responder's name, but promises not to share publicly
Anonymity
NO ONE knows the responders/subjects name
Qualitative Research Methods
-Interviews
-Focus groups
-Usability testing
-Observation/ethnography
Quantitative Research Methods
-Surveys
-Content analysis
-Experiments
Key Differences between qualitative and quantitative
Qualitative: uses detailed descriptions, participants are selected purposely, deeply
contextualized, relies on interpretive frame
Quantitative: uses numbers, participants randomly selected, removes some context,
relies on formal logic
Independent variable
Variable that is manipulated-- the cause
Dependent Variable
The effects you're measuring, or the outcome, attitudes, beliefs
Types of Survey Items
-Open ended
-Closed-ended
-Multiple choice
-Checklist
-Rank order
-Likert scale
-Semantic differential
Open-ended
Items in which the participant is asked to provide their own answers
-Try to minimize use of these, and code responses after all data are collected
Closed-ended
Items which the participant is asked to select an answer from options provided by the
researcher
-Creates easily comparable responses, but response options must be known in
advance
LATEST UPDATE
Content Analysis Process
1. Develop research q's
2. Figure out which messages are available for coding and fit the research purpose
3. Select units for coding
4. Develop and test codebook and coding sheet
5. Select sample or census
6. Code
7. Interpret coding results
Content Analysis Characteristics
-Objective: Carried out according to rules and procedures
-Systematic: Identifying content to be coded, coding and interpreting content
-Generality: Findings should have relevance (purposeful coding)
Research Method: Secondary
Information previously compiled for other purposes that can be adapted to your needs
-Examples are Yelp reviews, historical docs
Research Method: Interviews
-Good for sensitive topics (qualitative)
Research Method: Content Analysis
-Systematically examining the content of the communication, quantitative
-To examine content trends over time
-Access the image of a particular group or audience
Research Method: Surveys
-A system for collecting comparable information across many people
Latent Variable
Content that YOU have to infer (was the post informative?)
Manifest Variable
Content that is objectively present (number of likes on a tweet)
Random Sampling
Each sample has an equal probability of being chosen
Non-probability Sampling
Subjects are chosen in non-random ways: convenience, quota, and judgmental
Census Sampling
When the entire population is measured, no sampling, talk to everyone within the
population (only probable for small populations)
Representative Sampling
Sample has the same distribution of characteristics as the population from which it was
selected-- sample is representative of the larger pop.
Quota Sampling
Involves setting quotas based on demographic information/to set population distribution,
but not randomly selecting subjects for each quota
Convenience Sampling
, Select sample based on convenience/availability. They are there and able to be tested.
The issue is that the people are not usually representative of the population at large
Snowball Sampling
Select subjects who will also recruit other subjects, and so-on. Participants invite other
people to join the study
Purposive Sampling
AKA judgmental sampling; sample is based on the judgment of who the researcher
thinks would be a good fit (using judgment and picking subjects with a purpose)
Confidentiality
Only researcher knows the responder's name, but promises not to share publicly
Anonymity
NO ONE knows the responders/subjects name
Qualitative Research Methods
-Interviews
-Focus groups
-Usability testing
-Observation/ethnography
Quantitative Research Methods
-Surveys
-Content analysis
-Experiments
Key Differences between qualitative and quantitative
Qualitative: uses detailed descriptions, participants are selected purposely, deeply
contextualized, relies on interpretive frame
Quantitative: uses numbers, participants randomly selected, removes some context,
relies on formal logic
Independent variable
Variable that is manipulated-- the cause
Dependent Variable
The effects you're measuring, or the outcome, attitudes, beliefs
Types of Survey Items
-Open ended
-Closed-ended
-Multiple choice
-Checklist
-Rank order
-Likert scale
-Semantic differential
Open-ended
Items in which the participant is asked to provide their own answers
-Try to minimize use of these, and code responses after all data are collected
Closed-ended
Items which the participant is asked to select an answer from options provided by the
researcher
-Creates easily comparable responses, but response options must be known in
advance
