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Lauren FookesCOMM 402Study GuideExam 1Be able to identify types of logical thinking: Abduction, Induction, and DeductionAbduction: They begin to collect clues into a first suspicion or hypothesis. Finding a bunch of facts to try and account for what you are looking at. Looking for clues.Induction: This is where you generalize and summarize the evidence. Use the particular data to draw a general conclusion. This is the process of summarizing a whole bunch of particulars into one sentence.Deduction: They generate hypotheses and other implications. Go from general to specific. Every new hypothesis is supposed to be deduced from previous findings.How do arguments relate to theory and data?Theory: Are arguments and offers premises for argumentation.Data: can test and extend the premise. (Must follow data).Conclusions are a new theory.Both theory and data should be of high quality.Define:Procedures: Steps (pre, during, and post) taken to test hypothesis.Methods: Theories, intellectual framework, system of connected ideas.Observations: Impacts or effects produced by testing a hypothesis.Predictions: A forecast.Syllogism: Logical argument, conclusion inferred from premises.Premise: Statement an argument claims that will induce/justify a conclusion.Falsification: Must be testable.Control Group: Stable. Collection of subjects that do not receive independent variable, but should mimic the experimental group.Random Assignment: Controls variables that you do not control, that could have effect on the outcome.Comparison Group: Control group.Pre-Tests: Measures before and after to give you more ability to compare. Preliminary test/trial.Validity: More important than reliability. Logically/factually sound.Ethos: Credibility of the speaker, author, competence.Credibility: Direct: More credibility always produces more persuasion.ELM: More credibility is irrelevant to persuasion when people are highly involved in the topic of persuasion.Experimental Designs:Be able to identify the general methods that would commonly be used in quantitative research, qualitative research, and critical research.Quantitative Research: Survey, and researchDeductive approach- Start with a general rule, look at the unknown; more aboutnumbers and the specific approach.-PREDICT AND EXPLAINQualitative Process: Interviewing focus group, participant observation-Inductive approach- Find what things have in common and theorize from there;focus on the person and the meaning.-WE UNDERSTAND DEEPLYCritical Approach: Archival, text based, analyze a text and critique it-Critiquing- Find what power rules have structure; opinions, historical and cultural information generally.-WE PURELY CRITIQUEIn terms of argumentation quality, what is the difference between two-group no pretest studies and one-shot case studies?-Two group no-pretest experiments (design 2) are BETTER than one-shot case studies (design 1). BECAUSE it allows for comparisons allow for more CONTROL, and defend better (good structural features).-One-shot cases present all-or nothing situations for the experiment to approve a model. Comparisons are typically required for social science experiments.How do researchers report their success or failure in supporting hypotheses after analyzing the results of their experiment? Why is explaining whether their findings supported or refuted the hypothesis so difficult for researchers?-Use the null hypothesis (either reject or accept). Rejection = good.-Importance of being wrong---NOT BEING BIAS-Must not defend model unreasonably (meaning have to know when you’re working too hard to defend a model).-Problem is to avoid falling in love with our own model- EVALUATE them rather than defend them.-Try to invent alternative models in hopes of always being right on one account.Why can several models describe the same situation?Since a model has only some of the characteristics of reality, it is natural to have several different models of the same thing.Example: TrainWill have some truthful features but not all (model doesn’t show everything of thereal world, only represents part of it).Therefor we can have several models of the same thing (model has connotation of map, formula is at the core of systematic thinking).What are the four general social science models that can help us understand what causes human behavior? –Covered in separate chapters by Lave and March.1. Individual Choice: Rational choice under risk. (Reaction to persuasive messages). Individuals choose among alternatives, make decisions, and solve problems.Example: The selection of mates.2. Exchange: Trade resources, cost/benefit. (Relationship maintenance). As a special case of individual and collective choice.-Introduce the indifference curve and the ways in which mutually acceptable trades are made in the market, etc.3. Adaptation: (also can be called persuasion)- Probability learning model. (Change- relational, attitudinal, personal, development).-Modification of behavior by individuals and collectivities in response to experience.-The basic model is a probability-learning model taken from psychology. -Example: applied to learning, personality development, socialization, organizational change, etc.-Special attention to superstitious learning and mutual adaption.4. Diffusion: Spread of attitudes, behaviors through society. (Rumors, fads, opinions). How attitudes/fashions spread through a population. Spread of “disease” in a social structure.-Borrowed from epidemiology and sociology.Understand the relationship between argument and method.Argumentation produces methodology.Types of methodology: Quantitative, Qualitative, and CriticalALL methodologies develop theories in basically the same wayUSE methodology to test theory (it gives you a skeleton for a successful argument)-Not only is a theory an argument, but also the methodology is pre-formed argument and a guide to good inference.What are the qualities of a good theory?Truth, beauty (aesthetic quality), and justice.What are the qualities of good data (reliable and valid)?Reliable Data: The consistency or repeatability of your measures, the amount of confidence. (Weaker standard then validity)Valid Data: Accuracy- whether or not you got the wrong answer (meaning does it does a good job measuring what it is suppose to measure?)Authentic (reliable and valid)What is an operationalization?How something is measured.How you decide to measure a variable of interest.Operationalization can be controversial because it is


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UMD COMM 402 - Exam 1

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