Research Methods CH1

CHAPTER 1 Introduction to Communication Research

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

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

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

Characteristics of scholarly research
Formal
Scientific
Systematic
Available to the public and/or other researchers

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

Scientific Outcomes
Describe behavior
Determine cause of behavior
Predict behavior
Explain Behavior

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

Characteristic of science
Based on evidence
Testable
Explores all possibilities
Able to Replicate
Public record
Self correcting

Characteristics cont.
Measurement and observation
Control error
Objectivity
Skepticism
Generalizability
Heuristic

Communication as a Social science
Social science methods
Look for patterns in behavior
Empirical
Methods
Quantitative
Qualitative

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

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

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

Questions Asked by Communication Scholars
Wide variety
Determine the importance of the question
Personal interest
Social importance
Theoretical value

HAVE A GREAT DAY!
Don’t forget to start thinking about who you want in your research group!

Research Methods CH1

by Stephanie

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