CMST 332 Chapter Notes - Chapter 4: Content Analysis, Statistical Hypothesis Testing, Operationalization
4 Nov 2016
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What is quantitative research: unit of analysis= quantity, uses measurement/obs. To rep. comm. phenomena as amounts, frequencies, degrees, values, or intensity* Examples of quantitative research: counting frequencies of occurrence (content analysis) Film ratings based on profanity: questionnaires/surveys. Deductive reasoning: theory is selected as basis of propositions tested, general (theory) specific (research conclusion) 3rd research questions/hypothesis: stud(cid:455) (cid:272)a(cid:374)"t (cid:271)e do(cid:374)e (cid:449)/out these. 4th methods: req. diff. types of statistical approaches. Creating the foundation for quantitative research: concept: things you want to study; rep. indiv. /related things. Can be an object, event, relationship, or process. Conceptual scheme: connection between sets of concepts; common characteristics: construct: theoretical defn. of a concept. Concepts become constructs when they are linked to oth. concepts. Must be assigned to an observable property. Variable: ter(cid:373) used to ide(cid:374)tif(cid:455) theoreti(cid:272)al (cid:272)o(cid:374)stru(cid:272)t as it"s prese(cid:374)ted i(cid:374) research questions & hyp. Operationalization: term used to denote how variable is observed/measured: all of these thi(cid:374)gs are i(cid:374)tro"d i(cid:374) lit re(cid:448)ie(cid:449)
