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23 Cards in this Set
- Front
- Back
Chi-square tests
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inferential statistical tests for non-parametric data
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Coding
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the process of assigning meaning to some communication behavior, message, or observation
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Degrees of freedom (df)
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a correction factor in inferential statistics that allows you to predict one outcome by holding another constant; (n – 1)
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Descriptive research
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a method of gathering information in such a way as to paint a picture of what people think or do
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Epistemology
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the study of how we come to know things. It deals with how individuals and groups come to believe what they believe. Includes tenacity, authority, intuition, and science
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Humanistic
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one of two dominant approaches to communication research, uses rhetorical-historical-critical approaches to research
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Inferential statistics
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statistical analysis that test if the results observed for a sample are indicative of the population; the presentation of information that allows us to make judgments whether the research results observed in a sample generalize to the population from which the sample was drawn
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Median (Md)
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a parametric statistic, a measure of central tendency, the 50th percentile or midpoint of all responses
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Mode (Mo)
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a parametric statistic, a measure of central tendency, the most frequently occurring response; a variable may be multi-modal – have more than response that is responded to equally
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Operational definition
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(1) defines variables with such specificity and concreteness that they make scientific research possible; (2) specifies the procedures the research uses to observe the variables; both the independent and dependent variables require operational definitions
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Participant-observation
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a qualitative research method that directly involves the researcher in the research process as both participant in the communication event and observer of that event
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Population
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a group of people, objects, events, or things that a researcher is interested in studying that share some characteristics; a universe in content analytic or rhetorical-critical studies
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Questionnaire
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a measurement instrument that contains the exact questions and measures an interviewer uses to survey through the mail, in person, or by telephone
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Range
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a parametric statistic, a measure of central tendency, the difference between high and low sources
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Response rate
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from survey methodology, the number of participants actually reached who complete an interview
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Standard deviation
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a parametric statistic, a measure of central tendency that tells us how dispersed the data points are from the mean.
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Statistics
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the branch of applied mathematics that provides the tools to summarize, organize, and analyze the results of a quantitative study
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Survey
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an in-depth project, seeking to understand why people differ in their descriptions of perceptions of an event
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Poll
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describes how or what participants think and is usually fairly short
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Variables
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an attribute we can think of that is changeable, that varies
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Frequency distribution
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the number of responses that fall in a category in a nonparametric analysis; can be analyzed a s numbers, percentages, or proportions
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Coefficient of contingency
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statistic that provides a relative measure of magnitude of the relationship between variables on a 0.00 to +1.00 scale
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SPSS
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Statistical Package for the Social Sciences – statistical program available for the personal computer, the most modern program
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