Study Guide 1 COMM 402 Study Guide for Exam 1 This is only a guide to aid in your studying for Exam 1 You could potentially be tested on anything we covered in discussion lecture or chapters 1 3 even if it is not on this guide Be able to define and identify types of logical thinking abduction induction deduction Abduction From a known axiom theory and some observation derive a premise All humans are mortal Socrates is mortal theory observation Therefore Socrates must have been a human diagnosis Derive a general rule axiom from background knowledge and observations Socrates is a human Socrates is mortal background knowledge observation example Therefore I hypothesize that all humans are mortal generalization Induction Deduction Derive a conclusion from given axioms knowledge and facts observations All humans are mortal Socrates is a human axiom fact premise Therefore it follows that Socrates is mortal conclusion How do arguments relate to theory and data Theories are arguments formulated through abduction induction and deduction Results shouldn t rely on investigator data should be made public in order to make comparisons o Theory offers premises o Data can test and extend the premises o Conclusions are the new theory o Example Theory says A causes B Data says A causes B but only for males Conclude need a theory that includes A and B and also distinguishes male from female experience of A and B o Theory and data should be of high quality in order to asses the theory o Theories are structured as arguments and conclusions are argumentative based on reasons Define procedures methods observations predictions syllogism premise falsification control groups test verification random assignment comparison group pre tests validity ethos credibility Procedures Methods Observations o Data and procedures must be public o Research procedures are nothing more than a codification of the principles of critical thought o We try to falsify not prove verify o The more falsification efforts something survives the more confidence we have in it o Theories are arguments summarize evidence observations Predictions Syllogism o If H hypothesis is true data will show X o Do study and see that the data does show X So H is true o This is invalid affirming the consequent If P then Q if you re rich then you re happy Q you re happy P you re rich Theories change data gets interpreted tentativeness Premise o Theory offers premises o Data can test and extend the premises o The more falsification efforts something survives the more confidence we have in it Falsification Control groups Test verification Random Assignment Comparison Group Pre tests Validity Ethos o Two group no pretest experiment is better than first one shot case study o Comparison vs intuitive sense control comparable groups o Credibility those qualities of a speaker that make him her believable Credibility Why are teen sexting and risky sexual behaviors connected Forces the why o Finding out high credibility speakers are more persuasive doesn t prove much o Example Observe sometimes higher credibility doesn t make a speaker more persuasive Under conditions of high motivation or involvement the audience scrutinizes the message and isn t affected by speaker characteristics Sometimes there s a ceiling effect so more persuasion isn t possible Sometimes there s a cellar effect so that no persuasion is possible at all Ceiling already believed in what you are trying to promote more credibility may not work Cellar effect basement effect filter out any information they get only believe in themselves not others Sex Perceptiveness o Observation women are more perceptive about interpersonal matters than men Generalization not stereotype Evidence on interpersonal construct differentiation other adapativeness politeness and facework o Example 2 Possible explanations o Maybe it s actually genetic DNA o Maybe it s a survival thing o Maybe it s a cultural thing Men could survive by fighting well but women had to be able to foresee danger Women expected to do family maintenance Women always in charge of intimate relationships so have more experience o Notice that this example dealing with delicate issues of sex and gender raises questions of morality and o Would we consider a model that implied that women should stay at home That men have no family justice maintenance responsibilities Would we be willing to say Our goals for communication theory o Accuracy a better understanding of our world o Aesthetic some theories are cooler than others o Morality social science should aim at making a better world Be able to identify the general methods that would commonly be used in quantitative research qualitative research and critical research Quantitative research survey experiments Qualitative research interviewing focus groups participant observation Critical research archival text based analyze a text and critique it In terms of argument quality what is the difference between two group no pretest studies and one shot case studies Two group no pretest studies easier to find results control group One shot one time case studies easier for people to dispute your findings point is to confirm or disconfirm Give one group a message and you have no comparison Argument quality based on research How do researchers report their success or failure in supporting hypotheses after analyzing the results of their experiments Why is explaining whether their findings supported or refuted the hypothesis so difficult for researchers Importance of being wrong not being bias Problem is to avoid falling in love with our own models or prejudices must evaluate them rather than defend them Why can several models describe the same situation Several models can show the same thing because models show things that are complex Different models show different components of the thing they replicate Ex train shows speed function money all in different models What are the four general social science models that can help us understand what causes human behavior They are covered in separate chapters by Lave and March 1 Individual Choice process in which individuals choose among alternatives make decisions and solve problems Model of rational behavior under risk Examine decision trees expected value calculations and alternative criteria for rational choice Ex Investments gambling voting consumer behavior 2 Exchange special case of individual and collective choice Basic model from economics to real life