COMM 2002 Study Guide - Final Guide: Null Hypothesis, Skewness, Lincoln Near-Earth Asteroid Research
6 May 2012
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Quantitative based on statistical comparisons, e. g surveys, secondary data analysis, content. Qualitative based on researchers informed understanding of the objects or cases, e. g focus groups, in depth interviews, content analysis, ethnography, comparative. E. g seat belt usage ought to be mandatory . Scientific method: explicit: rules defined and stated, systematic: evidence linked by reason or observation, controlled: observations made in a rigorous manner. Steps in the research process: formulate theory, operationalize theory, select appropriate techniques, observe behaviour, analyze data. 1939 study on the worker productivity in factories. Knew they were being studied so they worked harder. Research goals: basic (pure) research: goal is to advance general knowledge; understanding of patters of social behaviour, applied research: goal is to attempt to bring about social and/or behavioural change, solve problems. A researcher gathers a hypothesis (from pre-existing theory) that must then be subjected to empirical scrutiny. A researcher draws generalizable findings out of observations and then produces a theory.
