Podcast
Questions and Answers
In the study by Kim et al. (2014), which strategy was found to be the most frequently used by Fortune 100 companies on their Facebook pages?
In the study by Kim et al. (2014), which strategy was found to be the most frequently used by Fortune 100 companies on their Facebook pages?
- Messages triggering user actions (correct)
- Promotional messages
- Customer service inquiries
- Informational posts
Percentages can only be used to represent comparative statistics when the base is 100.
Percentages can only be used to represent comparative statistics when the base is 100.
False (B)
What is the base used for calculating percentages in the example provided?
What is the base used for calculating percentages in the example provided?
the number of times an interactive component was used
In the communication behavior study, _____ of the 1,486 corporate Facebook postings used a general behavioral action strategy.
In the communication behavior study, _____ of the 1,486 corporate Facebook postings used a general behavioral action strategy.
Match the following terms with their descriptions:
Match the following terms with their descriptions:
What age group did Wonsun et al. (2012) focus on in their study of online information disclosure?
What age group did Wonsun et al. (2012) focus on in their study of online information disclosure?
The research findings indicated that only 44.1% of corporate Facebook posts did not use a general behavioral action strategy.
The research findings indicated that only 44.1% of corporate Facebook posts did not use a general behavioral action strategy.
What did the button labeled 'learn more about it' do when clicked by Facebook users?
What did the button labeled 'learn more about it' do when clicked by Facebook users?
What shape does a normal distribution curve exhibit?
What shape does a normal distribution curve exhibit?
A positively skewed distribution has a tail that extends to the right.
A positively skewed distribution has a tail that extends to the right.
What does a negatively skewed distribution indicate?
What does a negatively skewed distribution indicate?
The __________ in a dataset provides opportunities to compare individual scores against a sample as a whole.
The __________ in a dataset provides opportunities to compare individual scores against a sample as a whole.
Match the following terms to their correct descriptions:
Match the following terms to their correct descriptions:
What is one major limitation of interpreting individual scores in isolation?
What is one major limitation of interpreting individual scores in isolation?
In a normal distribution, most scores are found near the extremes.
In a normal distribution, most scores are found near the extremes.
What principle of statistics does the normal curve represent?
What principle of statistics does the normal curve represent?
What percentage of Facebook pages coded used messages seeking fans’ feedbacks/opinions?
What percentage of Facebook pages coded used messages seeking fans’ feedbacks/opinions?
The average age of participants in the survey was 25 years.
The average age of participants in the survey was 25 years.
How many adults completed the survey on transgression and forgiveness in their friendships?
How many adults completed the survey on transgression and forgiveness in their friendships?
The messages providing live chat/virtual online opportunities accounted for __% of the total interactive components.
The messages providing live chat/virtual online opportunities accounted for __% of the total interactive components.
What was the most frequently used interactive message type on Facebook corporate pages?
What was the most frequently used interactive message type on Facebook corporate pages?
Match the interactive message types with their respective percentages:
Match the interactive message types with their respective percentages:
More than half of the participants self-identified as African American.
More than half of the participants self-identified as African American.
What was the total number of Facebook pages coded in the study?
What was the total number of Facebook pages coded in the study?
What does operationalizing a variable mean?
What does operationalizing a variable mean?
The first column in the dataset represents the variables being studied.
The first column in the dataset represents the variables being studied.
What is the standard deviation of the variable 'livesup' in the dataset?
What is the standard deviation of the variable 'livesup' in the dataset?
The mean for the variable 'livesup' is _____ .
The mean for the variable 'livesup' is _____ .
Match the following dataset terms with their definitions:
Match the following dataset terms with their definitions:
How many participants were included in the dataset?
How many participants were included in the dataset?
Descriptive statistics provide basic information about each variable in the dataset.
Descriptive statistics provide basic information about each variable in the dataset.
What does the variable 'N' represent in the descriptive statistics provided?
What does the variable 'N' represent in the descriptive statistics provided?
The statistical values for the variable 'livesup' are calculated based on _____ responses.
The statistical values for the variable 'livesup' are calculated based on _____ responses.
Which of the following is NOT a variable in the dataset?
Which of the following is NOT a variable in the dataset?
What is the highest score in the frequency distribution presented?
What is the highest score in the frequency distribution presented?
Descriptive statistics provide information only about the entire population of data.
Descriptive statistics provide information only about the entire population of data.
What is the frequency of the score 75?
What is the frequency of the score 75?
The frequency of the score 82 is ______.
The frequency of the score 82 is ______.
Match the following scores with their corresponding frequency:
Match the following scores with their corresponding frequency:
How many cases are generally considered to make data more reliable?
How many cases are generally considered to make data more reliable?
A lower frequency indicates that a score is more common in the data set.
A lower frequency indicates that a score is more common in the data set.
What does the term 'frequency' refer to in descriptive statistics?
What does the term 'frequency' refer to in descriptive statistics?
The ordered list of scores from highest to lowest is also known as the ______.
The ordered list of scores from highest to lowest is also known as the ______.
Which score appears the most frequently in the frequency distribution?
Which score appears the most frequently in the frequency distribution?
What is a potential issue when using spreadsheet or statistical software for data analysis?
What is a potential issue when using spreadsheet or statistical software for data analysis?
Using statistical software guarantees perfectly accurate results.
Using statistical software guarantees perfectly accurate results.
What should you do to ensure the validity of the data used in research?
What should you do to ensure the validity of the data used in research?
When performing calculations for small datasets, you can use a _________.
When performing calculations for small datasets, you can use a _________.
Match the type of software to its appropriate use:
Match the type of software to its appropriate use:
Which function is used to find the square root in mathematics?
Which function is used to find the square root in mathematics?
Computers always function flawlessly during data analysis.
Computers always function flawlessly during data analysis.
Why is it unwise to trust all your data to one file on one storage device?
Why is it unwise to trust all your data to one file on one storage device?
Flashcards
Operationalization
Operationalization
A precise definition of what is being measured in a study, including how data will be collected.
Dataset
Dataset
Raw data collected from participants in a study. It's usually organized into rows and columns.
Descriptive Statistics
Descriptive Statistics
Numbers that describe the basic features of a variable in a dataset. Examples include mean, standard deviation, and range.
Statistical Significance
Statistical Significance
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Hypothesis
Hypothesis
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Hypothesis Testing
Hypothesis Testing
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Mean
Mean
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Standard Deviation
Standard Deviation
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Range
Range
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N (or number of cases)
N (or number of cases)
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Normal Curve
Normal Curve
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Positively Skewed Distribution
Positively Skewed Distribution
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Negatively Skewed Distribution
Negatively Skewed Distribution
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Isolated Data Point
Isolated Data Point
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Comparison of Data Sets
Comparison of Data Sets
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Percentage
Percentage
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Base of 100
Base of 100
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Frequency
Frequency
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Number of Cases (N)
Number of Cases (N)
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Most Frequent Strategy
Most Frequent Strategy
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Communication Phenomenon
Communication Phenomenon
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Interactive Strategies
Interactive Strategies
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Number of Cases
Number of Cases
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Frequency Distribution
Frequency Distribution
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Ordered Data
Ordered Data
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Variability
Variability
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Spreadsheet Programs for Data Analysis
Spreadsheet Programs for Data Analysis
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Statistical Software
Statistical Software
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Square Root Function
Square Root Function
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Computer Failure
Computer Failure
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Data Entry Errors
Data Entry Errors
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Data Validity
Data Validity
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Calculations by Hand
Calculations by Hand
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Sample Relevance
Sample Relevance
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Interactive Strategies Percentage
Interactive Strategies Percentage
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Seeking fans' feedback/opinions
Seeking fans' feedback/opinions
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Live chat/virtual online opportunities
Live chat/virtual online opportunities
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Messages seeking specific action-based participation
Messages seeking specific action-based participation
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Messages triggering fans' general behavioral action
Messages triggering fans' general behavioral action
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Messages about seasonal/holiday greetings
Messages about seasonal/holiday greetings
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Messages about fans' daily life/personal life
Messages about fans' daily life/personal life
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Number of Pages Using Specific Strategies
Number of Pages Using Specific Strategies
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Study Notes
Descriptive Statistics, Significance Levels, and Hypothesis Testing
- Normal Curve: A theoretical distribution of scores, characterized by a bell shape and symmetry, where most scores cluster around the mean. More scores are average or near average than extreme.
- Skewed Distributions: Asymmetrical distributions where one tail is longer than the other, indicating a prevalence of either very high or very low scores.
- Descriptive Statistics: Numerical summaries of data, including the number of cases, measures of central tendency (mean, median, and mode), and measures of dispersion (range and standard deviation). These summarize and represent data to interpret variables.
- Measures of Central Tendency: The mean (average), median (middle), and mode (most frequent) provide the average characteristic of variables, in a dataset.
- Measures of Dispersion: The range (difference between the highest and lowest scores) and standard deviation (measure of how spread out scores are around the mean) demonstrate variability or how dispersed the scores are from the average.
- Frequencies and Percentages: Used to summarize data about a specific variable. Percentage (e.g., 44.1%) signifies a proportion of occurrence compared to a total of occurrences (e.g., 1486).
- Number of Cases (N): The total number of data points or participants in a dataset. A high case number usually means more reliable data points.
- Hypothesis Testing: A technique of drawing conclusions based on the probability that observed data support or reject a research hypothesis (the assertion).
- Significance Levels: The probability of making a Type I error (rejecting a true null hypothesis) is reported, and the commonly accepted standard in communication research is 0.05.
- Null Hypothesis: States that there is no significant relationship or difference between variables; researchers look for evidence to reject this
- Alternative Hypothesis: States that there is a relationship or difference between variables.
- Type I Error: Rejecting a true null hypothesis.
- Type II Error: Failing to reject a false null hypothesis, by failing to find a difference or relationship when it actually exists.
- Statistical Techniques: Significance testing and sampling methods are used to test hypotheses. Using these techniques, researchers establish whether the observed relationship or difference in the data is credible or a matter of chance.
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Description
Test your knowledge on corporate strategies used by Fortune 100 companies on social media, particularly Facebook. This quiz covers studies by Kim et al. (2014) and Wonsun et al. (2012) among other statistical concepts in communication behavior. Assess your understanding of online information disclosure and data distribution.
