comm research - oct. 26

comm research - oct. 26 - 10/26/11 Confound variables Its...

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10/26/11 Confound variables It’s not possible to eliminate all “noise” from a study – but presence of an uncontrolled confound variable draws serious questions about the validity of your work Ruling out alternative explanations Internal validity o Have I ruled out or controlled for other reasons that could be giving me these results? External validity o How research from one internally valid study might be generalizable to another context Tension between external and internal validity Internal External Concern Accuracy of conclusion drawn from a particular study Generalizability of conclusion To what extent… Can the study lead to accurate results Can the results be applied to other cases? Key Factors Minimize threats Sampling, replication, ecological validity Research design has two related functions: Provide a logical structure that allows us to pinpoint the IV’s effect on the DV, and be able to address our hypotheses (H 1 & H 0
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comm research - oct. 26 - 10/26/11 Confound variables Its...

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