Comm 88 Final Study Guide

Comm 88 Final Study Guide - Comm 88 Final Study Guide...

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Comm 88 Final Study Guide Survey Research Why? To identify and describe attitudes or behaviors of a population Examine relationships: does (X) predict (Y)? Administering Surveys Self Administered: Mail, online, handouts, do on their own PROS : relatively easy and inexpensive No interviewer biases Increased privacy CONS : must be self- explanatory (nobody there to clarify things) Ways to increase response rate: Have inducement (EX: Class credit) Make it easy to take and return Pesuasive cover letter and advance mailing - sending out something informing them of survey before the actual survey is sent out Send follow up mailing Interview Survey Personal/ Face to Face PROS: More flexible (can read them better) Higher response rate (Not necessarily) CONS: More potential for interviewer influence Be aware of how you act and dress Higher Costs Telephone: PROS:Quickest results Compared to face to face: less money, more PRIVACY and more efficient Compared to Mail: more detail, better response rate CONS: Call Screening and Cell Phones??? Role of Time In Surveys Cross Sectional Studies: One sample at one point in time Longitudinal Samples: Measured at more than one point in time Panel: same people over time Trend: different random samples Cohort: different samples, but same “cohort” (EX: all born at same time, same grad year) Question Wording is KEY Relating Variables If IV and DV are both nominal/ categorical (yes/no; m/f) Break down the percentages by category EX: Legalization of MJ YES: 44% NO: 54% If IV is categorical, but DV is interval, ration data (DV uses likert, semantic difference) compare average DV scores
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Comparing Means Example IV: political ideology As categorical/ nominal I consider myself Liberal Moderate Conservative DV must be continuous (interval/ ratio) EX DV: support for legalization The recreational use of MJ should be legal Strongly disagree 1 2 3 4 5 6 7 strongly agree To relate the variables, compute mean scores on the DV for each category of IV, then compare Conservatives: 2.3 Moderates: 4.2 Liberals: 6.1 For experiment use same analysis but ends up being causal Relating Variables If both IV and DV are (interval/ ratio) 2 choices 1. convert to categorical, then compare for DV EX: I consider my political views to be: Very Liberal 1 2 3 4 5 6 7 Very Conservative Divide participants into categories EX: Above median= conservative Below median= liberal 2. Compute a correlation Statistical value that relates 2 or more continuous variables Correlation Compute an “r” value R tells you positive vs. negative direction and STRENGTH of relationship Direction of relationship Positive or negative relationship between the variables Positive R: as x increases Y increases- DIRECT relationship Negative R: as X increases, Y decreases- INVERSE relationship Magnitude of relationship R ranges from 0-1 -1 0 1 further from zero (either way) stronger the relationship Causality Problems What conclusions can you make from survey/ correlation data? CAN- variables are related/ associated/ predicts
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This note was uploaded on 12/08/2010 for the course COMM 88 taught by Professor Jansma during the Fall '08 term at UCSB.

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Comm 88 Final Study Guide - Comm 88 Final Study Guide...

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