Variables, Variables, and More Variables
The “cause” in a cause-effect relationship that is manipulated in an experiment.
What is an independent variable?
An objective research method that is focused on the content, nature, or structure of messages.
What is a content analysis?
These type of statistics allow us to make inferences and predictions about a larger population based on data from the sample.
What are inferential statistics?
This document contains all of the coding procedures for a content analysis.
What is a codebook?
One.
In a content analysis, if I am measuring sentiment (positive, negative, neutral), I am measuring this type of variable.
What is a latent variable?
The common term for an experiment in PR practice that simply just compares two options.
A/B testing
What is nominal?
Variables that are related to the independent variable but are not part of the study.
What are confounding variables?
A shot made from the half-court line is worth this many points.
Three.
Variables that are not part of the study but may affect the outcome.
A type of survey in which data is collected one time with the goal of describing the data captured as the entire basis for the study.
What is a cross-sectional survey?
A Likert-type scale is this level of measurement.
What is interval?
In content analysis, we need to establish this type of reliability.
What is intercoder reliability?
This team has the most NCAA men's basketball championships.
UCLA
In content analysis, this variable measures content exactly as it appears in the text.
What is a manifest variable?
If I want to test a cause-effect relationship, I want to use this quantitative research method.
What is an experiment?
This type of statistical test looks to see if there is a significant difference between the means of two groups.
What is a t-test?
These types of statistics use frequencies, percentages, measures of central tendency, and measures of dispersion to describe research data.
What are descriptive statistics?
The shot-clock in men's college basketball is this many seconds.
24 seconds.
The independent variable in this RQ:
RQ: Will anti-smoking PSAs with fear appeals lead to decreased smoking intentions?
What are fear appeals?
What is a quasi-experiment?
The statistic that represents the possibility that the relationship identified by the statistical test could occur by chance.
What is a p-value?
This type of survey collects data from people at more than one point of time so we can see how things change over time.
What is a longitudinal survey?
This team has the most NCAA women's basketball championships.
UConn