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Research Methods CH1
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Research Methods CH1

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Transcript

  • 1. CHAPTER 1 Introduction to Communication Research
  • 2. What is research?
    • Process of asking questions and finding answers.
    • Application of scientific and systematic procedures
    • Assumes that patterns can be uncovered
    • Empirically based methods
  • 3. Why conduct Communication Research?
    • Activity that all humans share
    • Deepen our understanding of human behavior and motivation
    • Uncover patterns of behavior to increase predictability
    • Enhance quality of personal and professional environments and relationships
  • 4. Research and You
    • Scholarly Research
      • You in the role of researcher
      • You in the role of research consumer
    • Can be commissioned for private use
      • Role of consultant
  • 5. Characteristics of scholarly research
    • Formal
    • Scientific
    • Systematic
    • Available to the public and/or other researchers
  • 6. Characteristics cont.
    • Research is driven by a question
      • Quantitative, qualitative or both
      • What type of data will be collected/observed
      • Method of analysis
      • Conclusions drawn
      • New ideas produced
  • 7. Scientific Outcomes
    • Describe behavior
    • Determine cause of behavior
    • Predict behavior
    • Explain Behavior
  • 8. Research and Theory
    • Theory: a set of concepts, definitions, and propositions that present a systematic view of phenomena
      • Attempts to explain, describe and predict phenomena
    • Research is theoretically driven or aid in the creation of theory
  • 9. Characteristic of science
    • Based on evidence
    • Testable
    • Explores all possibilities
    • Able to Replicate
    • Public record
    • Self correcting
  • 10. Characteristics cont.
    • Measurement and observation
    • Control error
    • Objectivity
    • Skepticism
    • Generalizability
    • Heuristic
  • 11. Communication as a Social science
    • Social science methods
      • Look for patterns in behavior
      • Empirical
    • Methods
      • Quantitative
      • Qualitative
  • 12. Quantitative vs. Qualitative
    • Quantitative
      • Numerical data
      • Uses surveys (mostly)
      • Self-reported data
      • Conduct experiments
      • Large sample
    • Qualitative
      • Observation
      • Variety of collection methods
      • Researcher is collector of data
      • Observe in natural environment
      • Small sample
  • 13. The Scientific Approach
    • Interesting question
    • Formulate hypothesis or RQ
      • Hypothesis (H)
      • Research question (RQ)
    • Refine hypothesis or RQ
    • Conduct observation/measurement/experiment
    • Analyze/interpret data
  • 14. Methodological Extremes
    • “Law of the Hammer”
      • Methodological tools serve different purposes
    • RQ or Hypothesis drive selection of methodological tool
    • Method is only helpful if it helps answer the RQ or H
  • 15. Questions Asked by Communication Scholars
    • Wide variety
    • Determine the importance of the question
      • Personal interest
      • Social importance
      • Theoretical value
  • 16. HAVE A GREAT DAY!
    • Don’t forget to start thinking about who you want in your research group!

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