MMC 3420 Study Guide - Quiz Guide: Internal Validity, Correlation Does Not Imply Causation, Syphilis
Document Summary
4 phases of development of mass research: the medium itself, the uses and users of the medium, the effects of the medium. Improvement of medium: (in private sector only) how can the medium create revenue scientific research: an organized, objective, controlled, qualitative and quantitative empirical analysis of one or more variables. 5 methods of knowing: tenacity- its true because it has always been true (nothing changes, ex: i don"t advertise because my parents didn"t advertise. Intuition (priori approach)- it is self evident or stands to reason. Discovery was made alone: scientific method (best way) empirical testing. Public sector (academic) done by colleges and universities: theoretical or scholarly approach, no deadlines, less expensive, public information, undergoes ethic check by the irb, typically studies effects (how advertising effects people) Historical data may be used to investigate questions differently than those that that the data was originally intended to answer. Using archived data instead of conducting an experiment.
