Concept

A concept is a term that expresses an abstract idea by generalizing from particulars and summarizing related observations. Concepts simplify the research process and facilitate communication among researchers.

• Purpose: To simplify complex phenomena into general, shared categories.

• Examples in Media Research: Television viewing, message length, readability, radio listening, magazine usage.

Construct

A construct is a more complex, abstract idea, often intentionally created for a specific research purpose. It is typically broken down into multiple related concepts or dimensions. Because of its abstraction, it cannot be observed directly.

• Examples in Media Research:

  • Authoritarianism, Advertising Effectiveness, Involvement

Variable

A variable is the empirical counterpart of a concept or construct. It represents the measurable phenomena or events that researchers observe or manipulate. Variables must be given an operational definition to be studied.

• Characteristic: A variable must be able to take on more than one value (it must vary).

The variable that is observed and whose value is presumed to depend on the effects of the independent variable (the assumed effect).

• Example: The viewer's perception of the newscaster's credibility.

Dependent Variable

The variable systematically varied or manipulated by the researcher (the assumed cause).

• Example: The camera angle (e.g., low, high, eye-level) used to film a newscaster.

Independent Variable

Types of variables

Quantitative research

Quantitative research requires that the

variables under consideration be measured.

This form of research is concerned with how

often a variable is present and generally uses

numbers to communicate this amount.