Study Comm 460 - Midterm 2 Flash Cards

 
Pile Management Card
Comm 460 - Midterm 2

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Soloman Four-Group Experimental Design
-Type of Experimental Design
-R O1 X O2
R O3 O4
R X O5
R O6
• Combines the first two designs
• Used when pretesting shows effect on DVs
control group
-subjects who do not receive the experimental treatment and thus serve as a basis of comparison in an experiment.
Lab Experiment
-type of experiment
-manipulation occurs in a very controlled setting.
randomization
-necessary for any successful experiment
-participants in experiments randomly assinged to experimental groups and randomly assigned to conditions.
Neuro-Imaging
-the use of various techniques to either directly or indirectly image the structure, function/pharmacology of the brain.
Eye tracking
-the process of measuring either the point of gaze ("where we are looking") or the motion of an eye relative to the head
Uses of Internet Research
-email/database email
-pop-ups
-pre-recruit
-stationary displays
-online focus groups
Limitations on Ratings Analysis
-sample size
-lack of representation
-lack of cooperation
-definition of viewing/listening
-hyping
-technological limitations
-ethical problem
Share
-Uses only people watching TV
- TV households watching a program ÷ Households Using TV
Rating
-uses entire survey population w/ TV's
-TV households watching a program ÷ Total TV Households
PUT (Persons Using TV)
- % of people using a TV at a given time
HUT (Households Using TV)
-% of all TV households in a survey area w/ a TV in use during a certain time.
People Meter
-Device that collects National ratings
-Records when a specific program is watched as well as who is watching it.
diaries
-filled out in sweeps months by selected viewers
-record what channels/stations watched/listened to.
Audimeter
-device created by Nielsen; 1936
-records radio use on a moving roll of paper
operationalize
defining independent and dependent variables in a way to make the concept measurable
Repeated Measures Experimental Design (W/In Subjects Design)
-Type of Experimental Design
• Participants are not assigned to
different manipulations, but to
multiple manipulations
• Effects of one manipulation are
compared to the effects of the
manipulation of another
Posttest Only Experimental Design
-Type of Experimental Design
R X O1
R O1
• No pretest
• If difference at the time of observation is significant, it’s assumed that it’s caused by the treatment
Pretest-Posttest Experimental Design
-Type of Experimental Design
R O1 X O2
R O1 O2
• If the difference at O2 is significant, it is assumed that it’s caused by the treatment
8 Stages of Conducting an Experiment
1) Select Setting
2) Select Experimental Design
3) Operationalize Variables
4) Manipulate Independent Variables
5) Assign Subjects to Experimental Conditions
6) Conduct Pilot Study
7) Administer Experiment
8) Analyze Results
Within-Subjects Design
-Type of experimental design
-results of a subject for a task are compared to the results but the same subject on another task.
(ex: comparing responses of subjects on two different colas)
Between-Subjects Experimental Design
-Type of Experimental Design
-results from one group of subjects are compared to the results of another separate groups of results...
(ex: comparing control group vs. an experimental group)
experimental group
-subjects that receive the experimental treatment and their results are compared to the control group.
Field Experiment
-type of experiment
- manipulation occurs in real life
experiment
-a research method that assesses the "causal" linkage between variables.
-manipulates either one independent variable to see if it has an effect on the dependent variable.
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