Mass Media Research: An Introduction, 8th Edition Instructor’s Manual (стр. 2 )

Exercises

Have students find an article from any empirically based academic journal and summarize the four basic elements of the research process: concepts and constructs, measurement, variables, and scales in the research paper. Search the Internet regarding qualitative and quantitative research.

Multiple Choice

Which of the following does the researcher systematically vary?

a)  Independent variables

b)  Dependent variables

c)  Control variables

d)  Internal variables

To eliminate unwanted influences, which of the following do researchers use?

a)  Independent variables

b)  Dependent variables

c)  Control variables

d)  Predictor variables

Which of the following variables can take on any value, including fractions?

a)  Discrete

b)  Dependent

c)  Continuous

d)  Dummy

Another name for Thurstone Scale is:

a)  Discrete interval scale

b)  Equal-appearing interval scale

c)  Monotonic interval scale

d)  Continuous interval scale

One of the most commonly use scale in mass media research is the:

a)  Guttman Scale

b)  Thurstone Scale

c)  Likert Scale

d)  Anderson Scale

The research procedures and methodologies used by field services or research suppliers in private sector research is audited by:

a)  The American Marketing Association

b)  The American Statistical Association

c)  The Research Association of America

d)  No one

Which term asks if a study really investigated what it was supposed to investigate?

a)  Operational validity

b)  Internal validity

c)  Post hoc validity

d)  External validity

The deterioration of research instruments or methods over the course of a study is called:

a)  Maturation

b)  Mortality

c)  Instrument decay

d)  Statistical regression

What is often used to verify subjects’ responses?

a)  Cross-validating

b)  Homogeneity

c)  Artifact testing

d)  Multiple response question

True/False

Qualitative research uses larger samples of subjects or respondents. (F) Concepts simplify the research process by combining particular characteristics, objects, or people into more general categories. (T) The ordinal level is the weakest form of measurement. (F) The numerical midpoint on a Likert Scale is 4. (F) One way to test internal consistency in a measurement scale is through a test known as the split-half technique. (T)

Fill in the Blank

A (concept) is a term that expresses an abstract idea formed by generalizing from particulars and summarizing related observations. (Dependent variables) are observed and their values presumed to depend on the effects of the independent variables. (Qualitative research) involves several methods of data collection, such as focus groups, field observation, in-depth interviews and case studies. (Triangulation) refers to the use of both qualitative methods, and quantitative methods to fully understand the nature of a research problem. The term (isomorphism) means identify or similarity of form or structure.

Short Answer

What is the advantage of including marker variables in a research study? Explain the concept of research “noise.” Explain the different levels of measurement. Why are operational definitions so important in research? What types of problems can a researcher encounter if operational definitions are not used in a research study?

Chapter 3 - Research Ethics

Overview

The ethical problems of doing scientific research should not be overlooked. Considering ethical problems is vital for doing any research project. There are many important ethical concerns in the research process, including why research must be ethical, general ethical theories, ethical principles, specific ethical problems, and ethics in data analysis and reporting.

Since most mass media research involves human beings, researchers must not violate the rights of participants. Ethical research is the right thing to do. In this chapter, three general types of theories are discussed that have evolved concerning ethics: rule-based or deontological theories, balancing or teleological theories, and relativistic theories.

Four relevant ethical principles are mentioned: autonomy or self-determination, nonmaleficence, beneficence, and justice. Autonomy suggests that researchers should respect the rights, values, and decisions of other people. As a way to guarantee this principle, researchers in mass media use informed consent.

Nonmaleficence means that it is wrong to intentionally inflict harm on others, while beneficence stipulates that a researcher should remove any existing harm and provide benefits to others. Justice is related to the equal rights of participants, suggesting that participants should be treated equally and all benefits should be shared with all who are qualified.

The chapter mentions specific ethical problems: voluntary participation, informed consent, concealment, deception, and protection of privacy. As mentioned earlier, research participation should be a voluntary process and informed consent provides information to the participants to aid them in making a choice. The researcher should warn of any possible discomfort or unpleasantness in the research process and obtain the consent form from the participants.

Concealment involves the withholding of certain information from the participants. Deception is intentionally providing false information. Although there are arguments concerning the pros and cons of both practices, these two techniques should not be used indiscriminately. Researchers can use two ways to protect the privacy of participants: a promise of anonymity or confidentiality. Researchers are responsible for having a moral and ethical obligation in data analysis and reporting. Questionnaire responses and experimental observations should not be fabricated, altered, or discarded.

Online research raises special ethical problems. Passive analysis of online content generally raises fewer ethical issues than does active research where the investigator tries to gather information directly from online users.

Exercises

Visit the Institutional Research Board at your university and let your students to know about the history of these boards and why all universities use them. Examine the APA’s Code of Conduct at www. apa. org/ethics/code

Multiple Choice

1.  An example of a deontological theory would be:

a)  Utilitarianism

b)  Situational ethics

c)  Categorical imperative

d)  Golden mean

2.  Maximizing good and minimizing harm is the key concept of:

a)  Categorical imperative

b)  Relativism

c)  Egoism

d)  Utilitarianism

3.  The ethical principle of beneficence means:

a)  Do no harm

b)  Treat all people equally

c)  Confer benefits on all

d)  None of the above

4.  Voluntary participation is less of a problem in:

a)  Mail surveys

b)  Focus groups

c)  Lab experiments

d)  Qualitative research

5.  Concealment and deception occur most frequently in:

a)  Focus groups

b)  Field observation

c)  Telephone surveys

d)  Experiments

6.  An Institutional Review Board (IRB):

a)  Safeguards the rights of researchers

b)  Creates codes of ethics for researchers

c)  Safeguards the rights of human subjects

d)  Makes sure research proposals use appropriate research methods

7.  When reporting and analyzing data, researchers should:

a)  Not plagiarize the work of others

b)  Not tamper with data

c)  Share findings and methods with other researchers

d)  All of the above

True/False

1.  Formalized codes of ethics are common among professional organizations involved in mass media research. (F)

2.  A researcher should submit an article for publication consideration to only one journal at a time. (T)

3.  Anonymity means that the names of respondents cannot be linked to their responses. (T)

4.  John Stuart Mill developed the categorical imperative. (F)

5.  A relativistic ethical theory argues that there is only one right way of behaving. (F)

6.  There are specific social science ethical principles that guide researchers who gather data online. (F)

Fill in the Blank

1.  The principle of (nonmaleficence) says it is wrong for a researcher to intentionally inflict harm on another.

2.  Rule-based theories are also known as (deontological) theories.

3.  The principle of (justice) holds that people should be treated equally.

4.  (Informed consent) means that people must know enough about a research project so they can make an intelligent choice as to participate or not.

5.  Researchers should promise (confidentiality); that is, respondents should be assured that even though they can be identified as individuals, their names will never be publicly associated with the information they provide.

6.  “The greatest good for the greatest number” summarizes the (utilitarian) principle.

Short Answer

1.  Why should researchers be concerned about ethical behavior?

2.  What is the difference between concealment and deception?

3.  Discuss some of the problem that can occur when research is done with students as respondents or subjects.

4.  What would you do if you were involved in a research project that appeared to violate ethical codes or guidelines?

Chapter 4 - Sampling

Overview

Some scientific research examines every member of a population, a process called a census. However, in most situations, it is impossible to examine every member of a population. In these instances, researchers draw a sample from the population. A sample is defined as “a subset of the population that is representative of the entire population.”