This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Comm 101 Final Review Research methods: Not just for public opinion Surveys systematic way of gathering information Focus groups Interviews one-on-one, most depth of information Personal interactions/Observations Experiments Textual analysis, historical analysis Reliability : Can the study be reproduced and get the same results? Validity : Do the results actually mean what you think they mean? Methods Surveys : Reliable with limits, validity depends on careful wording Focus groups: Somewhat reliable, rich data gives validity Interviews: Somewhat reliable (individually), not reliable when collated, valid because of deep meaning Personal interactions: No reliability, valid because of deep meaning Issues of survey quality Question bias and error Sampling bias and error Response bias Change: A series of steps Theory Knowledge Attitudes Intentions (Skills) Behaviors Practice Know your audience Plan your campaign-Message-Media-Timing...
View Full Document
This note was uploaded on 04/11/2008 for the course COMM 1101 taught by Professor Lewenstein,b. during the Fall '07 term at Cornell University (Engineering School).
- Fall '07