Onderzoeksmethoden Research Methods

  • Engagement Scale

    The Engagement Scale for a Free-Time Magazine is based on the concept of audience engagement, which is defined as the level of involvement and interaction between the audience and a media product (Kim, Lee, & Hwang, 2017). Audience engagement is important because it can lead to increased loyalty, satisfaction, and revenue for media organizations (Bakker, de Vreese, & Peters, 2013). In the context of a free-time magazine, audience engagement can be measured by factors such as personal interest, quality of content, relevance to readers’ lives, enjoyment of reading, visual appeal, length of articles, and frequency of publication.

    References:

    Bakker, P., de Vreese, C. H., & Peters, C. (2013). Good news for the future? Young people, internet use, and political participation. Communication Research, 40(5), 706-725.

    Kim, J., Lee, J., & Hwang, J. (2017). Building brand loyalty through managing audience engagement: An empirical investigation of the Korean broadcasting industry. Journal of Business Research, 75, 84-91.

    Questions 

    Engagement Scale for a Free-Time Magazine:

    1. Personal interest level:
    • Extremely interested
    • Very interested
    • Somewhat interested
    • Not very interested
    • Not at all interested
    1. Quality of content:
    • Excellent
    • Good
    • Fair
    • Poor
    1. Relevance to your life:
    • Extremely relevant
    • Very relevant
    • Somewhat relevant
    • Not very relevant
    • Not at all relevant
    1. Enjoyment of reading:
    • Very enjoyable
    • Somewhat enjoyable
    • Not very enjoyable
    • Not at all enjoyable
    1. Visual appeal:
    • Very appealing
    • Somewhat appealing
    • Not very appealing
    • Not at all appealing
    1. Length of articles:
    • Just right
    • Too short
    • Too long
    1. Frequency of publication:
    • Just right
    • Too frequent
    • Not frequent enough

    Subcategories:

    • Variety of topics:
      • Excellent
      • Good
      • Fair
      • Poor
    • Writing quality:
      • Excellent
      • Good
      • Fair
      • Poor
    • Usefulness of information:
      • Extremely useful
      • Very useful
      • Somewhat useful
      • Not very useful
      • Not at all useful
    • Originality:
      • Very original
      • Somewhat original
      • Not very original
      • Not at all original
    • Engagement with readers:
      • Excellent
      • Good
      • Fair
      • Poor

  • Digital Presence Scale

    The Digital Presence Scale is a measurement tool that assesses the digital presence of a brand or organization. It evaluates a brand’s performance in terms of digital marketing, social media, website design, and other digital channels. Here is the complete Digital Presence Scale for a magazine, including the questionnaire, sub-categories, scoring, and references:

    Questionnaire:

    1. Does the magazine have a website?
    2. Is the website responsive and mobile-friendly?
    3. Is the website design visually appealing and easy to navigate?
    4. Does the website have a clear and concise mission statement?
    5. Does the website have a blog or content section?
    6. Does the magazine have active social media accounts (e.g., Facebook, Twitter, Instagram, etc.)?
    7. Does the magazine regularly post content on their social media accounts?
    8. Does the magazine engage with their followers on social media (e.g., responding to comments and messages)?
    9. Does the magazine have an email newsletter or mailing list?
    10. Does the magazine have an e-commerce platform or online store?

    Sub-categories:

    1. Website design and functionality
    2. Website content and messaging
    3. Social media presence and engagement
    4. Email marketing and communication
    5. E-commerce and digital revenue streams

    Scoring:

    For each question, the magazine can score a maximum of 2 points. A score of 2 indicates that the magazine fully meets the criteria, while a score of 1 indicates partial compliance, and a score of 0 indicates non-compliance.

    References:

    The Digital Presence Scale is a measurement tool developed by the International Journal of Information Management. The sub-categories and questions for a magazine were adapted from existing literature on digital marketing and media.

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  • Brand Attitude Scale

    Introduction:

    Brand attitude refers to the overall evaluation of a brand based on the individual’s beliefs, feelings, and behavioral intentions towards the brand. It is an essential aspect of consumer behavior and marketing, as it influences the purchase decisions of consumers. In this essay, we will explore the concept of brand attitude, its sub-concepts, and how it is measured. We will also discuss criticisms and limitations of this concept.

    Sub-Concepts of Brand Attitude:

    The sub-concepts of brand attitude include cognitive, affective, and conative components. The cognitive component refers to the beliefs and knowledge about the brand, including its features, attributes, and benefits. The affective component represents the emotional response of the consumer towards the brand, such as feelings of liking, disliking, or indifference. Finally, the conative component represents the behavioral intention of the consumer towards the brand, such as the likelihood of buying or recommending the brand to others.

    Measurement of Brand Attitude:

    There are several ways to measure brand attitude, including self-report measures, behavioral measures, and physiological measures. Self-report measures are the most common method of measuring brand attitude and involve asking consumers to rate their beliefs, feelings, and behavioral intentions towards the brand using a Likert scale or other rating scales.

    One of the most widely used self-report measures of brand attitude is the Brand Attitude Scale (BAS), developed by Richard Lutz in 1975. The BAS is a six-item scale that measures the cognitive, affective, and conative components of brand attitude. Another commonly used measure is the Brand Personality Scale (BPS), developed by Jennifer Aaker in 1997, which measures the personality traits associated with a brand.

    Criticism of Brand Attitude:

    One criticism of brand attitude is that it is too simplistic and does not account for the complexity of consumer behavior. Critics argue that consumers’ evaluations of brands are influenced by a wide range of factors, including social and cultural factors, brand associations, and personal values. Therefore, brand attitude alone may not be sufficient to explain consumers’ behavior towards a brand.

    Another criticism of brand attitude is that it may be subject to social desirability bias. Consumers may give socially desirable responses to questions about their attitude towards a brand, rather than their genuine beliefs and feelings. This bias may result in inaccurate measurements of brand attitude.

    Conclusion:

    Brand attitude is an essential concept in consumer behavior and marketing. It refers to the overall evaluation of a brand based on the individual’s beliefs, feelings, and behavioral intentions towards the brand. The sub-concepts of brand attitude include cognitive, affective, and conative components. There are several ways to measure brand attitude, including self-report measures, behavioral measures, and physiological measures. The Brand Attitude Scale (BAS) and the Brand Personality Scale (BPS) are two commonly used measures of brand attitude. However, the concept of brand attitude is not without its criticisms, including its simplicity and susceptibility to social desirability bias. Despite these criticisms, brand attitude remains a valuable concept for understanding consumer behavior and developing effective marketing strategies.

    References:

    Aaker, J. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.

    Lutz, R. J. (1975). Changing brand attitudes through modification of cognitive structure. Journal of consumer research, 1(4), 49-59.

    Punj, G. N., & Stewart, D. W. (1983). An interactionist approach to the theory of brand choice. Journal of Consumer Research, 10(3), 281-299.

    Questionaire

    The Brand Attitude Scale (BAS) is a self-report measure used to assess the cognitive, affective, and conative components of brand attitude. The scale consists of six items, each rated on a seven-point Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree). The complete BAS is as follows:

    1. I believe that the [brand name] is a high-quality product.
    2. I feel positive about the [brand name].
    3. I would recommend the [brand name] to others.
    4. I have confidence in the [brand name].
    5. I trust the [brand name].
    6. I would consider buying the [brand name] in the future.

    To score the BAS, the scores for each item are summed, with higher scores indicating a more positive brand attitude. The possible range of scores on the BAS is from 6 to 42, with higher scores indicating a more positive brand attitude. The reliability and validity of the BAS have been established in previous research, making it a widely used and validated measure of brand attitude.

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  • Mindful Attention Awareness Scale (MAAS)

    Mindfulness has become an increasingly popular concept in recent years, as people strive to find ways to reduce stress, increase focus, and improve their overall wellbeing. One of the most widely used tools for measuring mindfulness is the Mindful Attention Awareness Scale (MAAS), developed by J. Brown and R. Ryan in 2003. In this blog post, we will explore the MAAS and its different scales to help you better understand how it can be used to measure mindfulness.

    The MAAS is a 15-item scale designed to measure the extent to which individuals are able to maintain a non-judgmental and present-focused attention to their thoughts and sensations in daily life. The scale consists of statements that are rated on a six-point scale ranging from 1 (almost always) to 6 (almost never). Respondents are asked to indicate how frequently they have experienced each statement over the past week.

    The MAAS is divided into three subscales, which can be used to measure different aspects of mindfulness. The first subscale is the Attention subscale, which measures the extent to which individuals are able to maintain their focus on the present moment. The second subscale is the Awareness subscale, which measures the extent to which individuals are able to notice their thoughts and sensations without judging them. The third subscale is the Acceptance subscale, which measures the extent to which individuals are able to accept their thoughts and feelings without trying to change them.

    Each subscale of the MAAS consists of five items. Here are the items included in each subscale:

    Attention Subscale:

    1. I find myself doing things without paying attention.
    2. I drive places on “automatic pilot” and then wonder why I went there.
    3. I find myself easily distracted during tasks.
    4. I tend not to notice feelings of physical tension or discomfort until they really grab my attention.
    5. I rush through activities without being really attentive to them.

    Awareness Subscale:

    1. I could be experiencing some emotion and not be conscious of it until sometime later.
    2. I break or spill things because of carelessness, not paying attention, or thinking of something else.
    3. I find it difficult to stay focused on what’s happening in the present.
    4. I find myself preoccupied with the future or the past.
    5. I find myself listening to someone with one ear, doing something else at the same time.

    Acceptance Subscale:

    1. I tell myself that I shouldn’t be feeling the way that I’m feeling.
    2. When I fail at something important to me I become consumed by feelings of inadequacy.
    3. When I’m feeling down I tend to obsess and fixate on everything

    Awareness Subscale:

    1. I could be experiencing some emotion and not be conscious of it until sometime later.
    2. I break or spill things because of carelessness, not paying attention, or thinking of something else.
    3. I find it difficult to stay focused on what’s happening in the present.
    4. I find myself preoccupied with the future or the past.
    5. I find myself listening to someone with one ear, doing something else at the same time.

    Acceptance Subscale:

    1. I tell myself that I shouldn’t be feeling the way that I’m feeling.
    2. When I fail at something important to me I become consumed by feelings of inadequacy.
    3. When I’m feeling down I tend to obsess and fixate on everything
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  • Developing a thesis and supporting arguments

    ANOVA Bi-variate Broadcast Central Tendency Chi Square test Concepts Correlation cross sectional dependent t-test Dispersion Distributions Example Literature Review Marketing Mean Media Median Media Research Mode Models Podcast Qualitative Quantitative Reliable Replicability Reporting Research Areas Research Design Research General Research Methods Sampling Scales SPSS Standard Deviation Statistics Streaming Study design t-test Television Testing Thematic Analysis Theory Topics Variables Video

    There’s something you should know: Your college instructors have a hidden agenda. You may be alarmed to hear this-yet your achievement of their “other” purpose may very well be the most important part of your education. For every writing assignment has, at the least, these two other purposes:

    • To teach you to state your case and prove it in a clear, appropriate, and lively manner
    • To teach you to structure your thinking.

    Consequently, all expository writing, in which you formulate a thesis and attempt to prove it, is an opportunity to practice rigorous.

    This TIP Sheet is designed to assist media students in the early stages of writing any kind of non-fiction or to start a research report/proposal piece. It outlines the following steps:

    1. Choosing a Subject

    Suppose your instructor asks you to write an essay about the role of social media in society.

    Within this general subject area, you choose a subject that holds your interest and about which you can readily get information: the impact of social media on mental health.

    1. Limiting Your Subject

    What will you name your topic? Clearly, “social media” is too broad; social media encompasses various platforms, uses, and audiences, and this could very well fill a book and require extensive research. Simply calling your subject “mental health” would be misleading. You decide to limit the subject to “the effects of social media on mental health.” After some thought, you decide that a better, more specific subject might be “the relationship between social media use and depression among college students.” (Be aware that this is not the title of your essay. You will title it much later.) You have now limited your subject and are ready to craft a thesis.

    1. Crafting a thesis statement

    While your subject may be a noun phrase such as the one above, your thesis must be a complete sentence that declares where you stand on the subject. A thesis statement should almost always be in the form of a declarative sentence. Suppose you believe that social media use is linked to depression among college students; your thesis statement may be, “Excessive use of social media among college students is associated with higher levels of depression and anxiety.” Or, conversely, perhaps you think that social media use has a positive effect on mental health among college students. Your thesis might be, “Regular use of social media among college students can have a positive impact on their mental health, as it allows them to connect with peers and access mental health resources.”

    1. Identifying supporting arguments

    Now you must gather material, or find arguments to support your thesis statement. Use these questions to guide your brainstorming, and write down all ideas that come to mind:

    Definition: What is social media? What is depression? How are they related? Comparison/Similarity: How does social media use by college students compare to use by other age groups? How does the rate of depression among college students compare to that of other age groups? How do the effects of social media use on mental health compare among different social media platforms? Comparison/Dissimilarity: How does social media use among college students differ from use by other age groups? How does the rate of depression among college students differ from that of other age groups? How do the effects of social media use on mental health differ among different social media platforms? Comparison/Degree: To what degree is social media use linked to depression among college students? To what degree do different social media platforms impact mental health differently? Relationship (cause and effect): What causes depression among college students? What are the effects of excessive social media use on mental health? How does social media use affect socialization among college students? Circumstance: What are the circumstances that lead college students to excessive social media use? What are the implications of limiting social media use among college students? How can college students use social media in a healthy way? Testimony: What are the opinions of mental health professionals about the effects of social media use on mental health? What are the opinions of college students who have experienced depression? What are the opinions of college students who use social media frequently and those who use it minimally? The Good: Would limiting social media use among college students be beneficial for their mental health? Would increased social media use lead to better mental health outcomes? What is fair to college students and their access to social media? 

    1. Revising Your Thesis

    After you have gathered your supporting arguments, it’s time to revise your thesis statement. As you revise your thesis, ask yourself the following questionsHave I taken a clear position on the subject? Is my thesis statement specific enough? Does my thesis statement adequately capture the direction of my paper? Does my thesis statement make sense? Does my thesis statement need further revision?

    1. Writing Strong Topic Sentences

    That Support the Thesis Once you have a strong thesis statement, it’s important to make sure that each paragraph in your paper supports that thesis. The topic sentence of each paragraph should be closely related to the thesis statement and should provide a clear indication of the paragraph’s content. By carefully crafting your topic sentences, you can ensure that your paper is cohesive and focused. This TIP Sheet has provided an overview of the steps involved in crafting a strong thesis statement and supporting arguments for non-fiction writing. As a media student, you can apply these steps to any number of topics related to media studies, such as the impact of social media on political discourse, the representation of women in film, or the ethics of digital media manipulation. By carefully selecting a subject, limiting that subject, crafting a clear thesis statement, identifying supporting arguments, revising that thesis, and writing strong topic sentences that support your thesis, you can ensure that your writing is both focused and persuasive

  • First Step

    ANOVA Bi-variate Broadcast Central Tendency Chi Square test Concepts Correlation cross sectional dependent t-test Dispersion Distributions Example Literature Review Marketing Mean Media Median Media Research Mode Models Podcast Qualitative Quantitative Reliable Replicability Reporting Research Areas Research Design Research General Research Methods Sampling Scales SPSS Standard Deviation Statistics Streaming Study design t-test Television Testing Thematic Analysis Theory Topics Variables Video

    As a student, you may be required to conduct research for a project, paper, or presentation. Research is a vital skill that can help you understand a topic more deeply, develop critical thinking skills, and support your arguments with evidence. Here are some basics of research that every student should know.

    What is research?

    Research is the systematic investigation of a topic to establish facts, draw conclusions, or expand knowledge. It involves collecting and analyzing information from a variety of sources to gain a deeper understanding of a subject.

    Types of research

    There are several types of research methods that you can use. Here are the three most common types:

    1. Quantitative research involves collecting numerical data and analyzing it using statistical methods. This type of research is often used to test hypotheses or measure the effects of specific interventions or treatments.

    2. Qualitative research involves collecting non-numerical data, such as observations, interviews, or open-ended survey responses. This type of research is often used to explore complex social or psychological phenomena and to gain an in-depth understanding of a topic.

    3. Mixed methods research involves using both quantitative and qualitative methods to answer research questions. This type of research can provide a more comprehensive understanding of a topic by combining the strengths of both quantitative and qualitative data.

    Steps of research

    Research typically involves the following steps:

    1. Choose a topic: Select a topic that interests you and is appropriate for your assignment or project.
    2. Develop a research question: Identify a question that you want to answer through your research.
    3. Select a research method: Choose a research method that is appropriate for your research question and topic.
    4. Collect data: Collect information using the chosen research method. This may involve conducting surveys, interviews, experiments, or observations, or collecting data from secondary sources such as books, articles, government reports, or academic journals.
    5. Analyze data: Examine your research data to draw conclusions and develop your argume
    6. Present findings: Share your research and conclusions with others through a paper, presentation, or other format.

    Tips for successful research

    Here are some tips to help you conduct successful research:

    • Start early: Research can be time-consuming, so give yourself plenty of time to complete your project.
    • Use multiple sources: Draw information from a variety of sources to get a comprehensive understanding of your topic.
    • Evaluate sources: Use critical thinking skills to evaluate the accuracy, reliability, and relevance of your sources.
    • Take notes: Keep track of your sources and take notes on key information as you conduct research.
    • Organize your research: Develop an outline or organizational structure to help you keep track of your research and stay on track.
    • Use AI to brainstorm, get a broader insight in your topic, and what possible gaps of problems might be. Use it not to execute and completely write your final work
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