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HPPR404 Unit 5
- 1. HPPR 404 Research and Evaluation Sherrell Steele Research Decisions and Data Collection
Editor's Notes
- Hello students: Here are the slides for Week 5.
- Here are the main objectives of chapter 5.
- While the impulse is to move to research implementation, it is wise to spend time at the front end of a research project and ask some basic questions such as…
- There are two approaches to research: Formal and informal. It’s also possible to consider hybrid or blended models.
- One important factor in quality assurance is establishing a representative sample.
- The ideal form of sampling is probability sampling. It is the most accurate and rigorous form of sampling but can be time consuming and expensive to achieve. In probability sampling care is taken to capture the complete audience set and then survey or question every nth person in that set, be that every 5 th , 10 th or 20 th person in the list. Let’s suppose that I wanted to examine the attitudes and opinions of public relations students across Canada. It would take some time for me to gather every name of every student at every institution in Canada. I would then send a survey to every 10 th or 20 th person on my list, depending on the size of sample I needed to be statistically valid. We call this probability sampling because every student has an equal chance of being called on to complete the survey. A more common approach is convenience sampling or incidental sampling. This is a more economical approach. Referring to my prior example, I might (for convenience) ask the attitudes and opinions of University of Victoria public relations students because they are easy to reach. Here I would make the assumption that they are representative of public relations students across Canada. Would this be a valid assumption?
- We use the following terms to describe the quality of our research. Quality research is accurate, precise, reliable and valid.
- There are five tests for validity.
- Here are the eight steps to the formal research process.
- Wrapping up, the key concept of this chapter is sampling and the key reseacrh terms are accuracy, precision, reliability and validity. We will use these terms throughout the course when commenting on the quality of research. That concludes the slides for week 5. Bye for now!