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Mass Media Research (Research Applications (4.6. Mass Media Research and…
Mass Media Research
Research Applications
4.3. Research in Advertising
4.3.2. Media Research
4.3.2.3. Media Research by Private Firms
4.3.2.4. Measuring the Internet Audience
4.3.2.2. Frequency of Exposure in Media schedules
4.3.2.5. Measuring the Effectiveness of Internet Advertising
4.3.2.1. Audience size and composition
4.3.2.6. Competitors activites
4.3.3. Campaign Assessment Research
4.3.3.1. The Pretest/Posttest Method
4.3.3.2. Teaching studies assess
4.3.1. Copy Testing
4.3.1.2. The affective Dimension
4.3.1.3. The Conative Dimension
4.3.1.1. The Cognitive Dimension
4.3.1.4. Copy Research and Validity
4.3.4. A Final Note on Advertising Research
4.3.4.2. Cutting Edge
4.3.4.3. Listen
4.3.4.1. Out Side the Advertising
4.3.4.4. Multitask
4.4. Research in Public Relations
4.4.1. Types of Public Relations Research
4.4.1.2 Basic
4.4.1.3. Introspective
4.4.1.1. Applied
4.4.2. Research in the Public Relations Process
4.4.2.2. Planning public Relation Programs
4.4.2.3. Implementing Public Relations Programs
4.4.2.1. Defining public relation problems
4.2. Research in the Electronic Media
4.2.1. Ratings Research
4.2.1.3. Interpreting the Rating
4.2.1.4. Related Ratings Concepts
4.2.1.2. Ratings Methodology
4.2.1.5. Reading a ratings Book
4.2.1.1. Controversy
4.2.1.6. Adjusting for Unrepresentative sample
4.2.2. Non-rating Research
4.2.2.2. Music Researc
4.2.2.3. Programming Research and Consulting
4.2.2.1. Program Testing
4.5. Research in Media Effects
4.5.3. Agenda Setting by the Media
4.5.3.2. Methods
4.5.3.3. Theoretical Developments
4.5.3.1. History
4.5.4. Cultivation of Perceptions of Social Reality
4.5.4.2. Method
4.5.4.3 Theoretical Development
4.5.4.1. History
4.5.2. Uses and Gratifications
4.5.2.2. Methods
4.5.2.3. Theoretical Developments
4.5.2.1. History
4.5.5. Social Impact of the Internet
4.5.5.2. Functions and Uses
4.5.5.3. Social Effects
4.5.5.1. Audience Characteristics
4.5.1. Antisocial and Prosocial Effects of Media Content
4.5.1.2. Methods
4.5.1.3. Theoretical Developments
4.5.1.1. History
4.1. Research in the Print Media
4.1.1. Types of Print Media Research
4.1.1.3. Newspaper Management Research
4.1.1.4. Typography and Makeup Research
4.1.1.2. Circulation Research
Readability Research
4.1.1.1. Readership Research
4.6. Mass Media Research and the Internet
4.6.4. Advantages of Internet Research
4.6.4.7. No limit to type of questions
4.6.4.8. Questionnaires can be interactive
4.6.4.6. Result is very quick
4.6.4.9.Access to all type of people
4.6.4.5. No laws related to conduct interview on internet
4.6.4.10. RP can be replicate frequently
4.6.4.4. Each respondent proceed own time
4.6.4.11. Respondent many area of the world
4.6.4.3.Cost of Data collection reduce
4.6.4.12. Large sample are easy to achive
4.6.4.13. No Longer restricted only to certain type
4.6.4.1. easy to Conduct
4.6.4.2. Question can change immediatly
4.6.5. Disadvantages of Internet Research
4.6.5.3. Refuse to participate
4.6.5.4.More user can not answer from 1 PC
4.6.5.2. No way to determine internet sample
4.6.5.5. No research data about length of internet surveys
4.6.5.1. Who answer an internet questionnaire
4.6.5.6. No knowledge of research become internet resercher
4.6.3. Frequently Asked Questions
4.6.3.2. How much knowledge of HTML do I need
4.6.3.3. How do I upload my Questionnaire to a website
4.6.3.1. How di I design my questionnaire
4.6.3.4. How do I download my data from the internet
4.6.6. Practical and Ethical Considerations on Internet Research
4.6.6.1. Access to server
4.6.6.2. Certain ethical considerations
4.6.2. Internet Data Collection Approaches
4.6.2.4. Randomly selected pop up
4.6.2.5. Prerecruit
4.6.2.3. Pop up
4.6.2.6. Instant Messaging
4.6.2.2. Database email
4.6.2.1. Email
4.6.2.7. Stationary display
4.6.7. The Future of Internet Research
4.6.7.2. Paypal
4.6.7.3. Online coupons
4.6.7.1 Primary data collection
4.6.1. Research and the Internet Background
4.3.1.1. Collect Data
4.6.1.2. Methods
4.6.8. Internet Research Companies
4.6.8.2. Sell a software
4.6.8.1.Provide Full Services
Research Approaches
2.3. Survey Research
2.3.5. Pretesting
2.3.5.1. Respodent
2.3.4. Questionnaire Design
2.3.4.3. Question Order
2.3.4.4. Layout
2.3.4.2. Instructions
2.3.4.5. Questionnaire Length
2.3.4.1. Introduction
2.3.6. Gathering Survey Data
2.3.6.4. Computer Assisted Personal Interviewing
2.3.6.5. Mall Interviews
2.3.6.3. Personal Interview
2.3.6.6. Disk by mail surveys
2.3.6.2. Telephone survey
2.3.6.7. Group Administration
2.3.6.1. Mail Survey
2.3.3. Constructing Questions
2.3.3.1. Types of Questions
2.3.3.2. General Guidelines
2.3.7. Achieving a Reasonable Response Rate
2.3.7.2. Preliminary notification
2.3.7.3. Cover letter
2.3.7.1. Monetary incentives
2.3.7.4. Stressing the social utility
2.3.2. Adv / Disadvantages of Survey Research
2.3.2.1. Advantages
2.3.2.2. Disadvantages
2.3.8. General Problems in Survey Research
2.3.8.3. Subjects may purposely deceive
2.3.8.4. Respondents give elaborate answer
2.3.8.2. Lack of Knowledge
2.3.8.5. Inability of respondents
2.3.8.1. Respondents unable to recall information
2.3.1. Descriptive and Analytical Surveys
2.3.1.1. Descriptive
2.3.1.2. Analytical
2.4. Longitudinal Research
2.4.3. Analyzing Causation in Panel Data
2.4.3.2. Tendency of change
2.4.3.3. Effects are Attributed
2.4.3.1. Time Order
2.4.4. Combining Qualitative and Quantitative Data in Longitudinal Research
2.4.4.1. Aid in the interpretation
2.4.4.2. Suggest New hypotheses
2.4.2. Special Panel Design
2.4.2.2. Follow back panel
2.4.2.3. Catch up Panel
2.4.2.1. Retrospective Panel
2.4.5. Longitudinal Research on the Internet
2.4.5.1. Advantages
2.4.5.2.Disadvantages
2.4.1. Types of Longitudinal Studies
2.4.1.2. Cohort Analysis
2.4.1.3. Panel Studies
2.4.1.1. Trend Studies
2.2. Content Analysis
2.2.4. Steps in Content Analysis
2.2.4.5. Establishing a quantification System
2.2.4.6. Training coders and doing pilot study
2.2.4.4. Constructing content categories
2.2.4.7. Coding the content
2.2.4.3. Selecting a sample
2.2.4.8. Analyzing the data
2.2.4.2. Defining the Universe
2.2.4.9. Interpreting the result
2.2.4.1. Formulating a research question
2.2.5. Reliability
2.2.5.2. Train the coders
2.2.5.3. Conduct a piolet study
2.2.5.1. Define category
2.2.3. Limitation of Content Analysis
2.2.3.1. Selecting a Unit of Analysis
2.2.6. Validity
2.2.6.2. Concurrent validity
2.2.6.3. Construct validity
2.2.6.1. Face validity
2.2.6.4. Predictive validity
2.2.2. Uses of Content Analysis
2.2.2.3.Comparing Media content to the real world
2.2.2.4. Assessing the image of particular groups in siciety
2.2.2.2. Testing Hypotheses of Messages charteristics
2.2.2.5. Establishing a starting point for studies of media effects
2.2.2.1. Describing Communication Content
2.2.7. Example of content Analysis
2.2.7.1. Content analysis and the Internet
2.2.1. Definition of Content Analysis
2.2.1.2. Objective
2.2.1.3. Quantitative
2.2.1.1 Systematic
2.5. Experimental Research
2.5.3 Control of Confounding Variable
2.5.3.2. Matching
2.5.3.3. Including the Confounding Variable in the Design
2.5.3.1. Randomization
2.5.4. Experimental Design
2.5.4.2. Factorial Studies
2.5.4.3. Other Experimental Design
2.5.4.1. Basic Experimental Design
2.5.4.4. Quasi Experimental Design
2.5.2. Conducting Experimental Research
2.5.2.4. Decide how to manipulate the independent variable
2.5.2.5. Select and Assign subjects to experimental conditions
2.5.2.3. Operationalize the variables
2.5.2.6. Conduct a pilot study
2.5.2.2. Select the experimental design
2.5.2.7. Administrate the experiment
2.5.2.1. Select the setting
2.5.2.8. Analyze and interpret the result
2.5.5. Field Experiments
2.5.5.2. Disadvantages of Field Experiments
2.5.5.3. Types of Field Experiments
2.5.5.1. Advantages of Field Experiments
2.5.5.4. Examples of Field experiments
2.5.1. Advantages and Disadvantages of Laboratory Experiments
2.5.1.2. Control
2.5.1.3. Limited scope
2.5.1.1. Evidence
2.1. Qualitative Research Methods
2.1.4. Focus Groups
2.1.4.2. Disadvantages of focus group
2.1.4.3.Methodology of focus group
2.1.4.1. Advantages of Focus group
2.1.5. Intensive Interviews
2.1.5.1. Advantages and Disadvantages of Intensive Interviews
2.1.5.2. Procedures
2.1.3. Field Observations
2.1.3.2. Disadvantages of Field Observations
2.1.3.3. Field Observation Techniques
2.1.3.1. Advantages of Field Observations
2.1.6. Case Studies
2.1.6.2. disadvantages of case studies
2.1.6.3. Conducting a case study
2.1.6.1. Advantages of case studies
2.1.2. Data Analysis in Qualitative Research
2.1.2.2. Analysis Techniques
2.1.2.3. Reliability and Validity in Qualitative Data
2.1.2.1. Preparing the Data
2.1.7. Writing the Qualitative Research Report
2.1.7.2. The Method
2.1.7.3. Finding
2.1.7.1. The Introduction
2.1.1. Aims and Philosophy
2.1.1.1. Qualitative Research Definition
The Research Process
1.2. Elements of Research
1.2.4. The Nature of Measurement
1.2.4.2. Assignment
1.2.4.3. Rules
1.2.4.1. Numeral
1.2.5. Level of Measurement
1.2.5.2. Mutually Exclusive
1.2.5.3. equivalence
1.2.5.1. Nominal Level
1.2.3. Qualitative and Quantitative Research
1.2.3.1. Variables
1.2.3.2. Quantified
1.2.6. Measurement Scales
1.2.6.2. Transforming Scales
1.2.6.3. Specialized Rating scales
1.2.6.1. Simple Rating Scales
1.2.6.4. Semitic Differential Scales
1.2.2. Independent and Dependent Variable
1.2.2.2. Other types of Variable
1.2.2.3. Defining Variables Operationally
1.2..2.1. Discrete and Continuous Variables
1.2.7. Reliability and Validity
1.2.7.1. Reliability
1.2.7.2. Validity
1.2.1 Concepts and Constructs
1.2.1.2.Observed Direction
1.2.1.3.Particular research purpose
1.2.1.1. Dimension
1.3. Research Ethics
1.3.3. General Ethical Theories
1.3.3.2.Balancing or teleological theories
1.3.3.3. Relativistic theories
1.3.3.1.Rule based or deontological theories
1.3.4. Ethical Principles
1.3.4.2. Non maleficence
1.3.4.3. Beneficence
1.3.4.1. Principle of autonomy
1.3.4.4. Principle of Justice
1.3.2. Why be Ethical?
1.3.2.1. Ethics
1.3.5. Specific Ethical Problems
1.3.5.4. Federal Regulations Concerning Research
1.3.5.5. Ethics in Data analysis and Reporting
1.3.5.3. Protection of Privacy
1.3.5.6. Ethics in the Publication Process
1.3.5.2. Concealment and Deception
1.3.5.7. A Professional Code of Ethics
1.3.5.1. Voluntary Participation and Informed Consent
1.3.1. Ethics and the Research Process
1.3.1.2 Broad Generalizations
1.3.1.3. Suggestions
1.3.1.1.Guidelines
1.1 Science and Research
1.1.7. Research Procedure
1.1.7.5. The Internet
1.1.7.6.Everyday Situations
1.1.7.4. Research Summaries
1.1.7.7. Archive Data
1.1.7.3. Magazines and Periodicals
1.1.7.8. Advantages of Secondary Analysis
1.1.7.2. Professional Journals
1.1.7.9. Disadvantages of Secondary Analysis
1.1.7.1. Selecting a Research Topic
1.1.8. Determining Topic Relevance
1.1.8.4. Is the Problem Significant
1.1.8.5. Can the results of the study be Generalized
1.1.8.3. Can the Data be analyzed
1.1.8.6. What coast and time are involved in analysis
1.1.8.2. Can the Problem Really be Investigated
1.1.8.7. Is the planned approach appropriate to the project
1.1.8.1. Is the topic too Broad
1.1.8.8. Is there any potential harm to the subject
1.1.6.Two Sectors of Research: Academic and Private
1.1.6.1. Basic Research
1.1.6.2. Applied Research
1.1.9. Stating a Hypothesis or Research Question
1.1.9.2. Research Questions
1.1.9.3. Variable
1.1.9.1. Hypothesis
1.1.5. Characteristics of the Scientific Method
1.1.5.3. Science is Empirical
1.1.5.4. Science is Systematic and Cumulative
1.1.5.2. Science is Objective
1.1.5.5. Science is Predictive
1.1.5.1. Science Research is Public
1.1.10. Data Analysis and Interpretation
1.1.10.1. Time
1.1.10.2. Effort
1.1.4. The Methods of Knowing
1.1.4.2. The Method of Intuition
1.1.4.3 The Method of Authority
1.1.4.1 The Method of Tenacity
1.1.4.4. The Scientific Method
1.1.11. Internal Validity
1.1.11.7. Sample Selection
1.1.11.8. Demand Characteristics
1.1.11.6. Experimental
1.1.11.9. Experimenter Bias
1.1.11.5. Statistical
1.1.11.10. Evaluation
1.1.11.4. Instrumentation
1.1.11.11. Causal time order
1.1.11.3. Testing
1.1.11.12. Diffusion or imitation of treatments
1.1.11.2. Maturation
1.1.11.13. Compensation
1.1.11.1. History
1.1.11.14. Compensatory rivalry
1.1.11.15. Demoralization
1.1.3 Media Research and Scientific Method
1.1.3.2 Objective
1.1.3.3 Controlled
1.1.3.1 Organized
1.1.3.4. Qualitative or Quantitative empirical
1.1.12. External Validity
1.1.12.2. settings
1.1.12.3. Time
1.1.12.1. Population
1.1.2 The development of Mass Media Research
1.1.2.2 Uses and Users of the medium
1.1.2.3 Effects of the medium
1.1.2.1 The Medium itself
1.1.2.4 How the medium can be improved
1.1.14. Presenting Results
1.1.14.1 Replication
1.1.14.1.2. Operational Replication
1.1.14.1.3. Instrumental Replication
1.1.14.1.1. Literal Replication
1.1.14.1.4. Constructive Replication
1.1.1 What is Research
1.1.1.1 Discover something
1.1.1.2 Specific Plans
1.1.13. Research suppliers and Field Services
1.1.13.2. One to One Interview
1.1.13.3. Shopping Center Interview
1.1.13.1. Telephone Survey
1.4. Sampling
1.4.2. Probability and Nonprobability Samples
1.4.2.1. Types of Nonprobability Sample
1.4.2.2. Types of Probability sample
1.4.3. sample Size
1.4.3.4. Amount of error tolerated
1.4.3.5. Time constraints
1.4.3.3. Project complexity
1.4.3.6. Financial Constraints
1.4.3.2. Project Purpose
1.4.3.7. Previous research in the Area
1.4.3.1. Project type
1.4.1. Population and sample
1.4.1.2. Variables
1.4.1.3. Concepts
1.4.1.1. Subjects
1.4.1.4. Phenomena
1.4.4. Sampling Error
1.4.4.2. Computing sampling Error
1.4.4.3. Finite Population Correction Factor
1.4.4.1. Confidence Level and Confidence Interval
1.4.4.4. Sample Weighting
Data Analysis
3.2. Hypothesis Testing
3.2.1. Research Questions and Hypotheses
3.2.1.3. Purposes of Hypotheses
3.2.1.4. Criteria for useful Hypotheses
3.2.1.2. Research Hypotheses
3.2.1.5. The Null Hypotheses
3.2.1.1. Research Questions
3.2.2. Testing Hypotheses for Statistical Significance
3.2.2.2. Error
3.2.2.3. Balancing type 1 and type 2 error
3.2.2.1. The Importance of Significance
3.3. Basic Statistical Procedures
3.3.1. Nonparametric Statistics
3.3.1.1. Chi square Goodness of Fit
3.3.1.2. Contingency Table analysis
3.3.2. Parametric Statistics
3.3.2.4. Basic Correlational statistics
3.3.2.5. Partial Correlation
3.3.2.3. Two way ANOVA
3.3.2.6. Simple Liner Regression
3.3.2.2. Analysis of Variance
3.3.2.7. Multiple Regression
3.3.2.1. The T test
3.1. Introduction to Statistics
3.1.2. Sample Distribution
3.1.2.1. Variance
3.1.2.3. Standard Deviation
3.1.2.1. Average
3.1.3. Data Transformation
3.1.3.1. Square root
3.1.3.2. Log 10
3.1.1. Descriptive Statistics
3.1.1.2. Summary Statistics
3.1.1.3. The Normal curve
3.1.1.1. Data Distributions