JOURN 201 Lecture Notes - Lecture 35: Nomothetic, Big Data
7 Jan 2019
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Document Summary
Attitudes predict likelihood of behavior but do not always result in behavior. Common knowledge holds that through conscious thought leads to good decisions. The notion of unconscious thought or thought without attention. Critical for a strategic communicators to understand their audiences: identity audiences and their media environment, craft message to fit audiences, select/cost media to target audiences. Unique characteristics of phenomena rich description of idiosyncratic features intention are to explain one case fully. Generation generalizable principles establishing trans-situational laws intention is to explain a class. Research techniques: focus groups, surveys, observation of behavior (ethnography-big data, experimentation. A facilitator places respondents into a group. Ask questions, listen to responses and interactions. Reactions are in an artificial social context. Contact many people, ask them about what they do, think, value. Built on statistical properties to enable representativeness. A research visits a person/group and observes them. Opportunity to see what they actually do. Responses are in a genuine social context.
