The document discusses research methods and principles. It covers topics like the Max Min Con principle, scales of measurement, methods of data collection including surveys, interviews and experiments, reliability and validity of measures, and data analysis methods. Sections describe different research design approaches and provide examples of conceptual frameworks and studies conducted in specific fields. Overall, the document provides guidance on developing rigorous research studies across various phases from design to analysis and reporting of results.

1. 16798-4 SJ 10.17
4
:
.
.
.
. . ( - )
. . ( )
. . ( )
. . ( )
4 ( 4.1 – 4.2)

2. 16798-4 SJ 10.17
.
. . ( )
. . ( )
. . ( )
4 ( 4.3)

3. 16798-4 SJ 10.17
4
:
.
.
.
. . ( - )
. . ( )
. . ( )
4 ( 4.1-4.2)

4. 16798-4 SJ 10.17
.
. . ( )
. . ( )
. . ( )
4 ( 4.3)

5. 16798-4 SJ 10.17
4
:
4.1
4.1.1
4.1.2
4.1.3
4.2
4.2.1
4.2.2
4.2.3
4.3
4.3.1
4.3.2

6. 16798-4 SJ 10.17
1.
2.
3.
4
1.
2.
3.

7. 16798-4 SJ 10.17
4.1
4.1
4.1.1
4.1.2
4.1.3
1.
2.
4
The Max Min Con

8. 16798-4 SJ 10.17
3.
4.1
1.
2.
3.

9. 16798-4 SJ 10.17
4.1.1
3
4

10. 16798-4 SJ 10.17
1.
(active variables)
(attribute variables)
4.1

11. 16798-4 SJ 10.17
4.1
/
(systematic variance)

12. 16798-4 SJ 10.17
The Max Min Con principle
4.1.2
(max)
(min)
(con)
2
1.1 (to explore)

13. 16798-4 SJ 10.17
1
2
3
1.2 (to describe)
1

14. 16798-4 SJ 10.17
2
1.3 / (to
explain/to predict)

15. 16798-4 SJ 10.17
/
1
2
1.4
(to control)

16. 16798-4 SJ 10.17
(quasi experiment)
1
2
2.

17. 16798-4 SJ 10.17
2
(concept)
(construct)
(conceptual definition)

18. 16798-4 SJ 10.17
( 2538 : 14)

19. 16798-4 SJ 10.17
2
2.1
(constitutive definition)
2.2 (operational
definition)
2

20. 16798-4 SJ 10.17
4.1.1 4.1.1
4 4.1 4.1.1
4.1.2
1.

21. 16798-4 SJ 10.17
(Guilford 1954 : 7)
4
1.1 (nominal scales)
1
2
( )
(mode) (chi
square)
1.2 (ordinal scales)

22. 16798-4 SJ 10.17
1 2 3 1
2 3
(Median) (spearman rank
correlation)
1.3 (interval scales)
(additivity)
(arbitrary)
(absolute zero)

23. 16798-4 SJ 10.17
1.4 (ratio scales)
2
4
4
1 6,000
2 6001 – 12,000
3 12,001 – 18,000

24. 16798-4 SJ 10.17
4 18,000
2
2.
2
1

25. 16798-4 SJ 10.17
“The Max Min Con Principle”
2.1
(Maximize systematic variance : Max)
2
2
2.2
(Minimize error variance : Min)
2

26. 16798-4 SJ 10.17
2.2.1 (random error)
/
2.2.2 (systernatic error)
2
2.3 (Control
extraneous variance : Con)

27. 16798-4 SJ 10.17
2.3.1
2.3.2

28. 16798-4 SJ 10.17
2.3.3
3.2
2.3.4
(Analysis of variance)
(Multiple regression)

29. 16798-4 SJ 10.17
(conceptual framework)
The
Max Min Con Principle
“ ” “ ”
“ ”
“ ”
“ ”

30. 16798-4 SJ 10.17
4.1.2 4.1.2
4 4.1 4.1.2

31. 16798-4 SJ 10.17
4.1.3
(validity)
(reliability)

32. 16798-4 SJ 10.17
1.
4

33. 16798-4 SJ 10.17
:
1.
2.
3.
(continuous data)
(discrete data)
81.5
9
5

34. 16798-4 SJ 10.17
2.

35. 16798-4 SJ 10.17
1

36. 16798-4 SJ 10.17
4
1.
( )
1.
2.
3.
1.
2.
2. 1.
2.
1.
2.

37. 16798-4 SJ 10.17
3.
4.
5.
3.
3. 1. /
2.
3.
4.
1.
2.
3.
4.
5.
4. 1.
2.
1.
2.

38. 16798-4 SJ 10.17
3.
/
1.
2.
3.
1.
1.
2.
1.

39. 16798-4 SJ 10.17
/
1

40. 16798-4 SJ 10.17
2
3
(yes/no answer)
(check list) (rank)
(rating scale)
1

41. 16798-4 SJ 10.17
2
3
( )……………..
4
( 1 )
( )…………..
5
( )

42. 16798-4 SJ 10.17
( )………………
6
/
5
4
3
2
1
5 4 3 2 1

43. 16798-4 SJ 10.17
1.
2.
3.
4.
5.
2
……………………………………………………………………..
…………………………………………………………………….
18

44. 16798-4 SJ 10.17

………………………….……….

………………………………….

………………………………….

………………………………….

………………………………….



1.
2.

45. 16798-4 SJ 10.17
3.
4.
1
17
8 2547 11.00-12.00
.
/

46. 16798-4 SJ 10.17
11.00
11.15
11.30
11.45
12.00
3.

47. 16798-4 SJ 10.17
2
3.1

48. 16798-4 SJ 10.17
3.2
(validity)
(reliability)
3.2.1 (content validity)
3.2.1.1
3-7
3.2.1.2

49. 16798-4 SJ 10.17
(Items of
Congruence : IOC)
3.2.2
(empirecal evidunce)
2
3.2.3

50. 16798-4 SJ 10.17
(multitrait multimethod
matrix)
2
(stability)

51. 16798-4 SJ 10.17
(internal consistency)
1 0
1 0
2

52. 16798-4 SJ 10.17
4.1
4.1.3
4 4.1 4.1.3

53. 16798-4 SJ 10.17
4.2
4.2
4.2.1
4.2.2
4.2.3
1.
2.
3.

54. 16798-4 SJ 10.17
4.
E-mail
5.
/
4.2
1.
2.
3.
4.2.1

55. 16798-4 SJ 10.17
1.
2
1) 2
2

56. 16798-4 SJ 10.17
2) 2
4.1
3) 2
15 20
5
15 16

57. 16798-4 SJ 10.17
17 18 19 20
2.
2

58. 16798-4 SJ 10.17
1)
2)
3)
4) /
5)
6)

59. 16798-4 SJ 10.17
7)
4.2
4.2.1
4 4.2.1 4.2.1

60. 16798-4 SJ 10.17
4.2.2
3
1.
4
1.1

61. 16798-4 SJ 10.17
1.2

62. 16798-4 SJ 10.17

63. 16798-4 SJ 10.17
30
1 -
2
1
1
10-15

64. 16798-4 SJ 10.17
1.3

65. 16798-4 SJ 10.17
1.4
2.

66. 16798-4 SJ 10.17
4.1
2
2.1
(focus group)
2.1.1

67. 16798-4 SJ 10.17
2.1.2
2.1.3
(poll)

68. 16798-4 SJ 10.17
2.1.4
(Web Page)
(E-mail)
2.2
6

69. 16798-4 SJ 10.17
2.2.1
2.2.2
2.2.3
2.2.2

70. 16798-4 SJ 10.17
2.2.4
2 2.2.2
2
2.2.5
4
4
2.2.6
2.2.5
1

71. 16798-4 SJ 10.17
2.2.7
3.

72. 16798-4 SJ 10.17
3.1
3.2

73. 16798-4 SJ 10.17
4.2.2 4.2.2
4 4.2 4.2.2

74. 16798-4 SJ 10.17
4.2.3
3
1)

75. 16798-4 SJ 10.17
2540
200,000
2)

76. 16798-4 SJ 10.17
3)
/
4.2.3 4.2.3
4 4.2 4.2.3

77. 16798-4 SJ 10.17
4.3
4.3
4.3.1
4.3.2

78. 16798-4 SJ 10.17
1.
2.
3.
4.3
1.
2.
3.

79. 16798-4 SJ 10.17
4.3.1
(2547)
1.
2.
3.
1.
1 25-39
2.

80. 16798-4 SJ 10.17
3. (subliminal
advertising)
5
– 2546
(subliminal advertising)
(magazine)
2546

81. 16798-4 SJ 10.17
(consumer)
25-39

82. 16798-4 SJ 10.17
1 (Concept
Framework)
Consumer Magazine
Subliminal
Advertising
Selective Exposure
Selective Attention
Subliminal Stimulation :
Sublimnal Message
Selective Perception & Interpretation
(Visual, Text, Voice)
Subconscious Perception

83. 16798-4 SJ 10.17
Impact to Society
Cognitive
Affective
Behavior
Psychology
“ ”
(Qualitative Research)
2
(focus group interview)

84. 16798-4 SJ 10.17
(indepth interview)
22
1. (Purposive
Sampling Method)
2 Creative
Director
Creative Director
(in-depth interview)
2. 1
/ 25-39 10
10
(focus group
interview)

85. 16798-4 SJ 10.17
1. (in-depth interview)
(question guideline)
1
- /
-
- 3

86. 16798-4 SJ 10.17
2
-
-
-
-
3
-
3
-
-
-

87. 16798-4 SJ 10.17
2. (focus group interview)
1 /
(discussion guideline)
1.
2.
3.
3.1
3.2
3.3
4.

88. 16798-4 SJ 10.17
5.
1
1. ……………………………………………… ……
……………………
……………………………
2. …………..
3. 3
……………………….

89. 16798-4 SJ 10.17
2
1. ………………..
2. …………
………..
3.
3
1.
2.
3.
1.
2.
3.
4.
5.

90. 16798-4 SJ 10.17
1.
2. (in-depth interview)
3. (focus group interview)
(Descriptive Method)
(Descriptive
Method)
1.
-

91. 16798-4 SJ 10.17
-
5
(checklist)
(operational
definition)
- (conceptual framework)
2.
- 1.
(in-depth interviews) 2. (focus group
interviews)
-

92. 16798-4 SJ 10.17
-
(in-depth interviews) (focus group
interviews)
-
-
1.

93. 16798-4 SJ 10.17
t-test ANOVA
2.
(validity) (reliability)
3.
“……
….”
4.3.
4.3.1
4 4.3

94. 16798-4 SJ 10.17
4.3.2
* -
(2543)
1.
2.
3.
4.
1.
2.
3.

95. 16798-4 SJ 10.17
-
-
*
(conceptual framework)

96. 16798-4 SJ 10.17
-
-
-
-
-
-
-
-
-
-
-

97. 16798-4 SJ 10.17
1.
2.
99% 5%
150,000-
170,000 400 500
3. 5
100 500
4.
1.
1
2 2
3
2.
1)

98. 16798-4 SJ 10.17
2)
30
-
-
1
/ ( )
1.
( ) ( )
2.
( ) 20 ( ) 20-30
( ) 31-40 ( ) 41-50
( ) 51-60 ( ) 60
3.
( ) ( )

99. 16798-4 SJ 10.17
( ) ( )
4.
( ) ( )
( ) ( )
( ) ( )………………………………….
5.
( ) 5,000 ( ) 5,001-10,000
( ) 10,001-15,000 ( ) 15,001-20,000
( ) 20,001-30,000 ( ) 30,000
6.
( )
( )
7.
…………………………………………
………………………………………
8.
( ) ( )
9.
( 1 )

100. 16798-4 SJ 10.17
( ) 06.00-07.00 . ( ) 07.01-08.00 .
( ) 08.01-09.00 . ( ) 09.01-12.00 .
( ) 12.01-15.00 . ( ) 15.01-16.00 .
( ) 16.01-17.00 . ( ) 17.01-18.00 .
( ) 18.01-21.00 . ( ) 21.01-24.00 .
10. ( 1
)
( ) ( )
( ) ( ) /
( ) ……………………………………………
11.
( ) 1 ( ) 1-2
( ) 3-4 ( ) 5-6
( ) 6 ( )
2

101. 16798-4 SJ 10.17
1
1.
1.1
2.
2.1
2.2
2.3
2
( )

102. 16798-4 SJ 10.17
3.
3.1
-
3.2
3.3
3.4
4.
4.1
4.2 -
4.3
4.4
4.5

103. 16798-4 SJ 10.17
4.6
4.7
4.8
5.
5.1
5.2
5.3
( 6.00-24.00 )
2
( )

104. 16798-4 SJ 10.17
2
1.
1.1 ( -
)
1.2
( -
)
1.3 3
(
)
2.
2.1
2.2
3.
3.1
-
3.3
3.4
( )

105. 16798-4 SJ 10.17
4.
(
( )
4.1
4.2
5.
5.1
(
….)
5.2 (
….)
3
( )
1…………………………………………………………………
…………………..
2…………………………………………………………………
…………………..
3…………………………………………………………………
…………………..

106. 16798-4 SJ 10.17
4…………………………………………………………………
…………………..
1.
2.
3. 5
4.30-5.0
3.50-4.20
2.70-3.40
1.90-2.60
1.00-1.80
4.
0.05
Stepwise
5.

107. 16798-4 SJ 10.17
1.
-
-
(operational
definition)
5
3.51
-
5
4
3

108. 16798-4 SJ 10.17
2
1
3
5
4
3
2
1
4.30-5.00
3.50-4.20
2.70-3.40
1.90-2.60
1.00-1.80
(interval
scale)
1.00-1.80 1.81-2.60
2.61 – 3.40

109. 16798-4 SJ 10.17
………….
1.81-1.89
4.51 – 5.00
3.51 – 4.50
2.51 – 3.50
1.51 – 2.50
1.00 – 1.50
2.
-
( 500
)
1
2
3
1
1
/

110. 16798-4 SJ 10.17
1
-
1) 1
1. ( ) ( )
1. ( ) 1 ( ) 2
2) 5. ( )
5,000 ( ) 5,001-10,000 ( )
5,000-10,000 5,000
3) ( 1 )
9
(
1 ) ( ) 06.00 – 07.00 . ( ) 07.01 – 08.00 .
1
( 1 )

111. 16798-4 SJ 10.17
4) 2 5
(validity) (reliability)
3 - 5
( - Cronbach)
2
tS
2
iS
1
1k
k
k
2
iS
2
tS
.50
( .70
)

112. 16798-4 SJ 10.17
( r )
(test)
-
20 21 (KR20 KR21)
SPSS
)
-
(content validity)
-
1. 2 3
(Multiple
regression)

113. 16798-4 SJ 10.17
2 3
2
2.
(Yamane) 95% ± 5%
400
500
4.3
4.3.2
4 4.3
4.3.2

114. 16798-4 SJ 10.17
2547
2545
2544
“ ”
2 6
2544
7
2540
2545
2540

115. 16798-4 SJ 10.17
2543
Kerlinger. Fred N. Foundation of Behavioral Research. 3rd
ed. CBS Publishing Japan 1986.