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Comm 88 Week 5 Notes - Mullin


Comm 88 Week 5 Notes - Mullin Comm. 88

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Comm 88 notes from lecture and section of Week 5 with Mullin
Communication Research Methods
Dolly Mullin
Class Notes
Comm88, communication, Mullin, uscb
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This 3 page Class Notes was uploaded by on Friday April 29, 2016. The Class Notes belongs to Comm. 88 at University of California Santa Barbara taught by Dolly Mullin in Spring 2016. Since its upload, it has received 29 views. For similar materials see Communication Research Methods in Communication Studies at University of California Santa Barbara.

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Date Created: 04/29/16
Thursday, April 28, 2016 Week 5 Lecture 9 - April 26, 2016 - Midterm Exam Date Lecture 10 - April 28, 2016 - Extra Credit Opportunity: • Communication Career Day - April 30 at Corwin Pavilion. Check in at 1:00 pm. - Survey Research • Primary Goals - Identify/describe attitudes or behaviors (in a given population) - to see who is in favor of what • Can examine your population at one point in time or track the population over time - Cross-sectional Surveys • One sample measured at one point in time - Longitudinal Surveys • Variables are measured more than one point in time; testing whether attitudes change over time as subjects age - Panel Study: same people are used each time • Can be difficult to track down same subjects over time - Trend Survey: different people (random samples) from the same population over time • Example) Poll “Americans” every 5 years to study their church- attendance; track “likely voters” over the course of an election campaign - Cohort Sample: different sample of people every time, but of the same “cohort” 1 Thursday, April 28, 2016 • Cohort = people who have something in common at some point in time, entire sample is aging together - Example) Surveying the UCSB Class of 2015 every 5 years surveying their employment since graduation; surveying people born during The Depression; people who lived in NYC during 9/11 - Examine relationships between the attitude/behavior variables measured • Does X (independent variable) predict/relate to Y (dependent variable)? - Example) Does exposure to alcohol ads (X) predict teen drinking (Y)? Do many factors together predict Y? (Looking at connections between multiple • variables/factors) - Example) Do alcohol ads (X1), parent drinking (X2), peer drinking (X3), and risk-taking (X4) together predict teen drinking (Y)? - Administering Surveys • Self-Administered Questionnaires - Mail surveys; online or emailed questionnaires; handouts; diaries • Relatively easy to administer and inexpensive • No interviewer influence • Increased privacy/anonymity • BUT: - Must be self-explanatory; cannot be too complicated • Example) Media Use Diary: confusing chart that is difficult to understand/ follow - Very low response rate! ~20% of people respond to self-administered questionnaires • Ways to increase response rate: - Have inducements/incentives • A chance to win money • Make it easy to complete 2 Thursday, April 28, 2016 • Include a persuasive cover letter and/or do advance mailing • Send follow-up mailings to the people who don’t send in/complete the surveys; extend deadline • Interview Surveys - Personal/face-to-face • More flexible (can probe for more depth in answers and can clarify things) • Higher response rate • BUT: - More potential for interviewer influence - Higher costs Section - April 28, 2016 - Things you can and cannot do to collect data: • Can’t require any answers to questions • Must be anonymous - Because it’s anonymous, we can ask any questions we want • Can’t do anything face-to-face • Must have an informed consent page - Provided on GauchoSpace under Research Project/Paper tab - Can read consent page out loud to subjects or can provide a separate page for them to read - Research Paper group work time 3


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