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Research Methods CH1
 

Research Methods CH1

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    Research Methods CH1 Research Methods CH1 Presentation Transcript

    • 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!