Lecture5StudyingMediaEffects4CT

Lecture5StudyingMediaEffects4CT - ScientificMethodsinMedia...

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Scientific Methods in Media  Effects Research Experiment  Survey Content analysis
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Experimental Method Gathering data under controlled  conditions  (managed by researcher in research setting) Violent TV   Aggressive behaviors? Subjects Violent TV Nonviolent TV Aggression? Aggression? difference Treatment group Control group
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Experiment   Randomization (random assignment) Makes the groups in an experiment            equivalent  just prior to their exposure to  the experimental manipulation. Manipulation of independent variable  (more than just 2 groups in an experiment) In order to see whether the changes in IV  lead to corresponding changes in DV.
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Strengths and Weaknesses of  Experimental Research Strengths Can afford the  researcher  much  control Can be used to infer  causality Weaknesses Artificial settings i.e. make room  comfortable and like your living room Generalizability? Can only test  SHORT TERM  effects
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Survey Investigating people by asking  questions directly. Standardized  (every respondent receives  identical survey)  questionnaire Contact methods of survey Face-to-face interviewing ($$$) Telephone, mail, email, and web surveys Fax and text-message polls
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Survey Selection of respondents Sampling Population (too large) and sample  random sampling Everyone has an  equal  chance of being  selected into the sample.
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Types of Survey Cross-sectional survey Surveying a single sample of some 
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This note was uploaded on 02/20/2011 for the course COMM 102 taught by Professor Bushman during the Spring '08 term at University of Michigan.

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Lecture5StudyingMediaEffects4CT - ScientificMethodsinMedia...

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