COMM300+Lecture+Slides+-+Lecture+5+-+Sept+20

COMM300+Lecture+Slides+-+Lecture+5+-+Sept+20 -...

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Unformatted text preview: COMMUNICATION RESEARCH DR. JEFFREY BOASE THE KINDS OF ISSUES THAT COMMUNICATION RESEARCHERS STUDY MENU DU JOUR • Fallacy of the day • Different purposes of research • Different types of studies • Word of the day • How to start a research project EXAMPLE FROM YOU GUYS! • Results from a recent study conducted by The Nielsen Company show brand advertisements within videogames can boost real-life sales. • The sales impact was measured a couple ways. Nielsen used its US Homescan panel of more than 100,000 households, which included a subset of homes that scanned videogame UPC (Universal Product Codes) barcodes. The codes were then later matched to a reference library of more than 14,000 titles, with Nielsen then comparing homes that purchased at least one of EA's titles before and after the Gatorade branding was integrated and homes that didn't purchase any of the games. • The study also looked at Gatorade purchase behavior between households that had and hadn't purchased games that used Gatorade advertising. Fallacy of the day Purpose of research p. 30 Exploration p. 30 Description p. 31 Causal/Functional Explanation p. 31 Understanding p. 31 Different kinds of studies Cross-sectional p. 39 Longitudinal studies p. 39 Trend study p. 39 Cohort study p. 39 Panel study p. 40 CLICKER QUESTION A study that collects data a one point in time is called a... A. Cross-sectional study B. Trend study C. Panel study D. Cohort study Word of the day How to start a research project p. 43 Literature review p. 19 Research Questions & Hypotheses p. 38 Example QUESTION OF THE DAY • Say you think that time spent using Facebook increases depression. How would you write this as a hypothesis? How would you write this as a research question? ...
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This note was uploaded on 11/29/2011 for the course COMMUNICAT 192:300 taught by Professor Katz during the Fall '11 term at Rutgers.

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COMM300+Lecture+Slides+-+Lecture+5+-+Sept+20 -...

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