Deck 8: Research in Communication

Question 1

Why is "Check it out" good advice for anyone in print or broadcast journalism or
public relations?

Answer 1

You cannot afford to take things at face value because mistakes chip away at media credibility Some sources have biases and hidden agendas and will use reporters for their own ends, or even lie.

Question 2

Research and analysis allow hunches to be compared to reality. They combine into a thought process in which questions are formed and answered to eliminate as much uncertainty and bias as possible.

Answer 2

True

Question 3

Formal research begins with a ---------, an idea or question about something, and evolves into a --------------a precise statement of relationships that can be tested by manipulating measurable --------------The resulting conclusions, when evaluated, lead to the formulation of a -----------, a set of related propositions explaining why events occur as they do.

Answer 3

concept,hypothesis,variables,theory

Question 4

Every research study should have three attributes. They are:

Question 5

Define the following

-Replication:

Question 6

Define the following

-Primary sources

Question 7

Define the following

-Multicultural sourcing

Question 8

Define the following

-Secondary sources:

Question 9

Define the following

-Beats

Question 10

A constantly updated knowledge of persons and events shaping the community, the
nation and the world is essential for anyone working in the mass media.

Question 11

Why are newspapers valuable resources for news reporters, especially those working in broadcasting?

Question 12

What is computer-assisted reporting and why is CAR beneficial to news reporters?

Question 13

What are the advantages of the Internet for the public relations practitioner?

Question 14

One unique aspect of the Internet culture is its devotion to honesty and respect for the Websites of others. Thus, news and information that is posted on various Websites can be relied upon for its truthfulness and accuracy.

Question 15

Access five Web news sources, list their URL addresses, and compare them:

Question 16

List five governmental Websites and their URLs that you find interesting or useful:

Question 17

List five URLs of non-governmental Websites for journalists that you find of value:

Question 18

Statistics can be and are misused by those dealing with journalists. Thus, every set of numbers should be approached warily to insure that what is being projected is indeed true.

Question 19

Apply the rule of common sense in working with averages and statistics: ask if the
numbers look logical and add up. If not, the data are probably suspect.

Question 20

Percentages are often more meaningful than raw numbers because they put the numbers into perspective.

Question 21

In making comparisons between two sets of numbers, remember this basic rule: Correlation equals cause.

Question 22

Why are per capita figures more meaningful than raw numbers?

Question 23

Match the survey research terms with their descriptions.
-Random sample

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 24

Match the survey research terms with their descriptions.
-Per capita figure

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 25

Match the survey research terms with their descriptions.
-Standard deviation

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 26

Match the survey research terms with their descriptions.
-Validity

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 27

Match the survey research terms with their descriptions.
-Open-ended questions

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 28

Match the survey research terms with their descriptions.
-Closed-ended questions

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 29

Match the survey research terms with their descriptions.
-Non-probability sample

A) Feature "yes" or "no" responses or a numeric semantic scale.
B) The average variation of numbers from the arithmetic mean.
C) Researcher uses own judgment as to who should be included.
D) Every person in the population has an equal chance of being asked to participate in the survey.
E) Elicit narrative answers that disclose feelings.
F) Generalizes total over a population; more meaningful than raw numbers.
G) The manner in which people respond accurately measures beliefs or feelings

Question 30

Persons-on-the-street interviews and call-in telephone polls are inexpensive survey
methods which result in reliable measures of public opinion.

Question 31

While no set sample size is available for every research project, a sample of 100 for each category being examined is generally adequate; meaningful results come from samples of 100-500 cases.

Question 32

Some survey questions should ask for what might seem to be too detailed
information beyond the capabilities of the average respondent. People will surprise you, however, because they know more than you realize, and your survey will benefit accordingly.

Question 33

Journalists who receive survey information should first evaluate the organization sending the report; consider what bias the sender has and who will gain from dissemination of the survey results.

Question 34

Anyone who works in the communication media should be careful about how survey information is gathered, used and disseminated because survey findings made available by advocacy groups often match the public position of the organization about an issue and reflect their bias.

Question 35

What are some of the things to avoid in construction of a questionnaire?

Question 36

Open-ended questions are preferred in designing survey questionnaires because they
not only allow respondents to answer in depth, but they are easy to codify and compare.

Question 37

What are some guidelines to remember in writing survey response categories?

Question 38

Today's media writers must not only possess a broader knowledge base than ever before, but also have a critical thinking mindset that allows the skills of inquiry, research and analysis to develop.