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在传播学量化研究中,统计是一个应特别慎重对待的环节。研究者必须明确统计运用的目的和统计对象的范围,理解统计手段的基本原理、逻辑要求和运用条件等,确保统计的合理与正确。否则,稍有不慎,就可能造成统计错误,进而导致研究结论的错误。例如,最近笔者发现,央视《1997年全国电视观众抽样调查分析报告》中,统计的一项失误,致使5道同一类型题目的结论全面错误。它们是:第10题(不看或少看电视的原因),第13题(看电视时常做的事),第14题(影响选择电视节目的因素),第15题(中途放弃收看某个节目的主要原因),第18题(收看电视的主要目的),②作为一个有兴趣投身于传播学量化研究的学习者,笔者拟就这一个案略加分析,以期引起广大研究者对此的重视。笔者不打算一一纠正5道题目的结论错误,因它们的失误原因相同,故只需分析其中一两题即可说明问题。
In the quantitative study of communication, statistics is a link that should be treated with particular caution. Researchers must make clear the purpose of statistics and the scope of statistical objects, and understand the basic principles, logic requirements and application conditions of statistical methods to ensure that the statistics are reasonable and correct. Otherwise, a little mistake, it may cause statistical errors, leading to the conclusions of the study error. For example, I recently found that CCTV’s “1997 National TV Audience Sample Survey and Analysis Report,” a statistical error, resulting in the same type of title five conclusions completely wrong. They are: Question 10 (Reasons to not watch or watch TV less), Question 13 (Things to watch when watching TV), Question 14 (Factors that affect the choice of TV program), Question 15 The main reason for the program), 18 (the main purpose of watching TV), 2) as an interested learner engaged in the quantitative study of communication, I would like to analyze this case a little to arouse the majority of researchers on this Pay attention. I do not intend to correct one by one the conclusion of the five errors, because of their mistakes for the same reason, so just analyze one or two of them can explain the problem.