The test on Tuesday, October 1st, at 9:30 a.m. will cover the planning and designing of communication research from Chapters 4, 5, & 6 in the Frey, Botan, & Kreps text as well as the handouts provided in class. Test questions will include multiple choice, true/false, short answer, definitions, short essays, and longer essay questions.

Paper will be provided.

KNOW THE FOLLOWING:

Chapter Four: Observing and Measuring Communication Variables
What is the difference between conceptual and operational definitions?
How do we evaluate operational definitions (e.g., what is conceptual fit)?
What are the primary differences between quantitative and qualitative measurements?
Distinguish between Stevens (1958) four levels of measurement scales (nominal, ordinal, interval, ratio)?
What are the differences between Likert, semantical differential, and Thurstone scales?
How do we know whether a scale is unidimensional or multidimensional?
Be able to describe three measurement methods (self-reports, others' reports, and behavioral acts)?
What are three measurement techniques used in communication research (questionnaires, interviews, observations)?

Chapter Five: Designing Valid Communication Research
Distinguish between reliability and validity.
What is the difference between internal and external validity?
Explain measurement validity and measurement reliability?
How are content validity, criterion-related validity, and construct validity related / different?
What does it mean to triangulate validity?
Be ready to explain at least two threats related to each of the three threats to internal validity.
What is the difference between random and nonrandom sampling?
Be able to differentiate between the four specific types of random samples.
Be able to differentiate between the five specific types of nonrandom samples.
Be ready to explain the different types of replication.
Why is validity important to communication research?

Chapter Three: Finding, Reading, and Using Research
Name two of the ethical issues in communication research.
Explain the ethical issues involving research participants.
What is the Belmont Report and why is it important?
What are the three ethical principles defined in the Belmont Report?
What are the ethical issues/decisions involving research findings?
How and why is ethical research important?

Definitions from Chapters 4, 5, and 6
conceptual definition
operational definition
conceptual fit
triangulation
levels of measurement(nominal, ordinal, interval, ratio)
likert scales
semantic differential scales
Thurstone scales
trace measures (measures of erosion, measures of accretion)
unobtrusive measures
coding schemes
internal validity
external validity
measurement validity
reliability
measurement reliability
Cronbach's alpha coeffecient
content validity
criterion-related validity
construct validity
manipulation checks
random and nonrandom sampling
ecological validity
replication
research ethics
The Belmont Report
Institution Review Board (IRB)
=================================================================

BELOW ARE SAMPLE QUESTIONS WITH ANSWERS

Observing And Measuring Variables

What Are The Four Primary Types Of Variables?
• Nominal Variables Equal Groupings: (Gender, Race, Seasons Of The Year)
• Ordered Variables
• Ordinal Rank Order (Hottest Days, Top Ten Lists)
• Interval Equal Intervals (Temp., IQ)
• Ratio Interval, With A “True” Zero (Height, Income)

Which Of The Following Are Nominal Variables?
1. A List Of Departments In A University
2. Weight
3. Political Party
4. The AP Top 25 Basketball Poll

(Answer: 1, 3)

Which Of The Following Are Ratio Variables?
1. Temperature In Degrees Fahrenheit
2. Annual Salary
3. List Of Fortune 500 Companies
4. Age

(Answer: 2, 4)

Which Of The Following Are Ordinal Variables?
1. IQ Letterman’s Top 10 List
2. Height
3. Total Population Of All 50 States
4. The Total Cost Of All Items On “The Price Is Right”

(Answer: 1)

Which Of The Following Are Interval Variables?
1. Weight
2. 7-Point Scale (Agree / Disagree)
3. Gender
4. IQ Scores

(Answer: 2, 4)

Reliability & Validity

What Is Internal Validity?

Internal Validity
• The accuracy of the conclusions drawn from a research study as determined by its design and conduct

What Is External Validity?

External Validity
• The generalizability of the findings from a research study based on whether the conclusions from a particular study can be applied to other people and other contexts.

What Is the Difference Between Measurement Validity and Measurement Reliability?

Measurement Validity
• The extent to which researchers are actually measuring the concepts they intend to measure.

Measurement Reliability
• Measuring A Variable In A Consistent And Stable Manner
• The extent to which measurements of a variable are consistent and trustworthy.

What are three potential threats to internal validity when conducting research?
(Provide an example of each)

Threats Due to Researchers - reseacher personal attribute effect
Threats Due to How Research is Conducted – history, sensitization, data analysis
Threats Due to Research Subjects – hawthorne effect, selection, mortality, intersubject bias, maturation.

What is the most important characteristic of a sample in order to minimize threats to external validity?

Random Sample (the extent to which it is representative of the population)

Research Ethics

What Is The Name Of The Landmark Document That Codified Basic Ethical Principles In Research?

• Belmont Report (1978)

What Are The Three Basic Ethical Research Principles Established by the Belmont Report?

• Respect For Persons
• Beneficence
• Justice

What is the name of the academic committee that determines whether individual research with human subjects meets guidelines for ethical research?

• Institutional Review Board I.R.B.

How Are Two of The Basic Ethical Principles Of Research Influence How Research Subjects Are Treated?

• Informed Consent
• Information
• Comprehension
• Voluntariness

The word ethics is derived from the Greek word ethos which means what?

• character