Analyzing data:
Assessing
causality
The “Scientific” Method
The
Scientific
Method
Evidence
Conclusions
Theory/
Folklore/
Intuition
Collecting
data
Theory
construction/
modification
Research
questions
Analyzing
data
New
research
questions
Key Issues
•
What is your research question?
•
What is the appropriate method of
assessment?
A.
Assessing group differences
B.
Assessing associations
C.
Assessing causality
This is a young university?
Assessing Causality
•
Research Question?
–
How does music influence the
perception of HKUST (as a young
university) in a clip?
–
Music  Perception
•
Similarities and differences between the
two clips?
–
Same visual images, same length,
same pace
–
Difference?
Assessing Causality
How does music influence the perception of HKUST?
Variable
Definition
Example
Independent
Variable (IV)
• Manipulated by the researcher and
whose effects are measured and
compared
Music
• Each IV is associated with n
conditions
2 conditions:
Classical vs. Pop
Dependent
Variable (DV)
Measure the effect of the IV on the
participants
“This is a young
university.” (1 … 6)
Extraneous
Variables (EV)
Variables, other than the IV, that
influence the DV
Image, Length, Pace