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COM 200 Final Exam Study Guide UNCW
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COM 200 Final Exam Study Guide UNCW
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COM 200 Final Exam Study GuideUNCW
What is Nominal level data? - -Categorical labels, numbers, classifications.
i.e. Male, Female
- What is Interval level data? - -continuous actual numbers with no real 0
There is an assumption that there are equal intervals between points on a
scale
Two classic interval scales are Likert and the semantic scale
- Ratio - -continuous numbers with a REAL 0
There are actual zeros in comm. Class attendance going to the movies, zero
income, zero employment, zero formal education if you've never attended
school
- Central Tendency - -3 basic statistics used to summarize data are mean,
median and mode. They are called measures of central tendency because
they describe the central features of a data set rather than its extreme
outliers.
Mean = average
Median = mid range score
Mode = most frequent
- T-Test - -Compares mean score of 2/TWO groups on same variable to
determine the probability the groups are different. (1 variable is categorical,
1 is continuous) Interval and Ratio
- ANOVA - -T-test for more than 2 groups; examines the differences
between more than 2 mean scores; analysis of variance, multivariate
- Chi-Square - -determines whether 2 groups have significant different
distribution of scores on the same variable (both variables are categorical. If
a measure has "face validity," it means the questions appear to measure
what they're supposed to measure. Interval measures assume an equal
distance between points on a scale. Nominal and ordianl
- Epistemology - -standards for truth. The question of how it is we know
what we know. (Is it a result of tenacity which is the way we have always
done it or understood it that way, an intuition which is a hunch or gut
instinct, the authority which means that a credible source said so, the
rationalism which is from logical reasoning, or empiricism which is
observation.) Epistemological questions address the question of how it is we
know what we know.
, - Ontology - -Nature of reality/realities. Ontological questions: is
communication contextual or universal? Does a smile aways men the same
thing, or does the meaning depend on who is smiling and under what
conditions? (wrestles with assumptions of human communications by
questioning whether or not what we observe at the time is truly what is
there. Asks what can we do and what are we like because of our essence)
these are lived experiences and how values are part of the experience
- - -nature of values. Enables us to identify internal valuing. Subjective
experience and how values are part of the experience
- Cosmology - -supernatural vs natural
- Paradigm - -A worldview and basic assumptions
- Purpose - -what does it do best? (Rules) Exploration and description,
participants points and perceptions, focus on process and logics in use, focus
on meaning and language. focus on local knowledge
- Process - -Basic steps to do it well (preparation, engagement, reflection,
expression) Preparation-research focus , engagement gaining access,
reflection and analysis making sense of what we just encountered
(descriptive, structural, contrast, thematic)
- ProductWhat are the outcomes? - -What are the outcomes? Expression-
findings and results
- Likert Scale - -Response options of strongly agree or disagree
- Guttman Scale - -Focuses on measuring attitude/responses to potential
situations (less intense to more intense) ex. less extreme to most extreme
- Semantic Differential - -a scale anchored at opposite ends by opposing
words such s "strong-weak" or "hot-cold": represent a topic followed by
scales with opposite words. Invited the participant to decide between two
opposites where their opinion lies
- Non-probability Sampling - -sampling based on judgement by the
researcher
- Cross lagged: - -Surveys that measure the relationship between
dependent variable and an independent variable at two points in time
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