COMMUNICATIONS STUDIES

PRE-UNVERISTY SCHOOL WEEK 3

COMMUNICATIONS STUDIES
PRE-UNVERISTY SCHOOL week 2

 Teachers: Mr. Keron Grant

 Prescribed Text Book :

Teachers Workbook (Mr. Grant)
DEFINITION
OF KEY
RESEARCH TERMS
 Sample -- the population researched in a particular study. Usually, attempts are
made to select a "sample population" that is considered representative of groups
of people to whom results will be generalized or transferred.

 Representative Sample -- sample in which the participants closely match the

characteristics of the population, and thus, all segments of the population are
represented in the sample. A representative sample allows results to be generalized
from the sample to the population
 Reliability The degree to which scores obtained with an instrument are or The extent to
which a measure, procedure or instrument yields the same result on repeated trials
consistent measures of whatever the instrument measures

 Validity- The degree to which data and results are accurate reflections of reality
 Data -- factual information [as measurements or used as a basis for reasoning, discussion, or
calculation.

 Findings – Are the results obtained from a study conducted.

 Source - Anything from which something originates

or can be obtained.
 Evaluate- To determine the value or amount of; appraise or to judge or determine
the significance, worth, or quality of something (i.e evaluate the results of an experiment.)
 Bias -- a loss of balance and accuracy in the use of research methods. It can appear in research at
any stage . Bias means that the research findings will not be representative of, or can be used to
make generalizations to a wider population
 Interview - A form of data collection in which individuals or groups
are questioned orally.
 Observation- A method of data collection in which data are gathered through
visual observations
 Observer bias - The possibility that an observer does not observe objectively and
accurately, thus producing invalid observations.
 Researcher bias - A situation in which the researcher's hopes or expectations
concerning the outcomes of the study actually contribute to producing various
outcomes, thereby creating a threat to internal validity
 Sampling Frame - A list of the entire population eligible to be included within the
specific parameters of a research study
 Survey A method of collecting information by asking a sample of participants
questions in order to find out information about a population
 Data Analysis- The process of simplifying data in order to make it
comprehensible.
 Convenience Sampling (also referred to as Accidental Sampling)
A non-probability sampling strategy that uses the most easily accessible people (or
objects) to participate in a study.

 Purposive/Purposeful sampling is a non-probability sampling strategy in which

the researcher selects participants who are considered to be typical of the wider
population (sometimes referred to as judgmental sampling)
 Case Study An intensive investigation of the current and past behaviors and
experiences of a single person, family, group, or organization. Or the collection
and presentation of detailed information about a particular participant or small
group, frequently including the accounts of subjects themselves
 Focus Group An interview conducted with a small group of people to explore
their ideas on a particular topic. Or An interview conducted with a small group of
people, all at one time, to explore ideas on a particular topic. The goal of a focus
group is to uncover additional information through participants' exchange of
ideas.