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
 There are several possible approaches to answering
research questions.
 C.S Pierce introduced four approaches to finding
answers (or methods of knowing).
10/14/2022
Methods of Knowing
Muhammad Awais
(facebook.com/awwaiis)

 Something is true because it has always been true.
 I don't advertise because my parents did not believe in
advertising.
 The weakest. Against the concept of change. Rigid and
Optimistic.
 Kundli, curing at the moon eclipse time.
 Don't confuse me with the facts. My mind is already made up.
Method of Tenacity
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

 Priori approach.
 Something is true because it is “self evident” or
“stands to reason”.
 Some creative people in advertising agencies resist
efforts to test their advertising methods because they
believe they know what will attract customers.
 Scientific method is a waste of time.
 Sudden sight, internal feelings, not would be able to
tell the source.
 Gauss's theorem, Élie Metchnikoff,
 Outcome: Dark Alley, Business could be dead.
10/14/2022
Method of Intuition
Muhammad Awais
(facebook.com/awwaiis)

 How can be developed?
 Penny Pierce suggested to do it by certain
exercises…
 Yoga..
 Seeing with soul.
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

 It promotes a belief in something because a trusted
source, such a parent, a news correspondent, or a
teacher, says it is true. The emphasis is on the source,
not on the methods the source may have used to gain
the information.
 Parents, marriages, political commentator.
 Outcome: could be wrong.
 KBC … Phone a friend… what if he failed to answer
the question?
10/14/2022
Method of Authority
Muhammad Awais
(facebook.com/awwaiis)

 It refers to things we learn and know without
intervention from an outside source.
 Self discovery is evident when a person synthesizes a
variety of information to come to a decision about
something, or maybe event to īnven a new product
or service.
The method of Self-Discovery
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

Scientific research is an organized, objective, controlled,
qualitative or quantitative empirical analysis of one or more
factors. The terms that define the scientific research method
describe a procedure that has been accepted for centuries.
Aristotle's theories of solar system and universe.
“One of the glories of scientific endeavor is that any scientific
belief, however firmly established, is constantly being tested
to see if it is truly universally valid.”
Six basic characteristics, or tenets, distinguish the scientific
method from other methods of knowing. A research
approach that does not follow these tenets is not a scientific
approach.
The Scientific Method
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

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Methods of Knowing - Mass Media Research.pptx

  • 1.   There are several possible approaches to answering research questions.  C.S Pierce introduced four approaches to finding answers (or methods of knowing). 10/14/2022 Methods of Knowing Muhammad Awais (facebook.com/awwaiis)
  • 2.   Something is true because it has always been true.  I don't advertise because my parents did not believe in advertising.  The weakest. Against the concept of change. Rigid and Optimistic.  Kundli, curing at the moon eclipse time.  Don't confuse me with the facts. My mind is already made up. Method of Tenacity 10/14/2022 Muhammad Awais (facebook.com/awwaiis)
  • 3.   Priori approach.  Something is true because it is “self evident” or “stands to reason”.  Some creative people in advertising agencies resist efforts to test their advertising methods because they believe they know what will attract customers.  Scientific method is a waste of time.  Sudden sight, internal feelings, not would be able to tell the source.  Gauss's theorem, Élie Metchnikoff,  Outcome: Dark Alley, Business could be dead. 10/14/2022 Method of Intuition Muhammad Awais (facebook.com/awwaiis)
  • 4.   How can be developed?  Penny Pierce suggested to do it by certain exercises…  Yoga..  Seeing with soul. 10/14/2022 Muhammad Awais (facebook.com/awwaiis)
  • 5.   It promotes a belief in something because a trusted source, such a parent, a news correspondent, or a teacher, says it is true. The emphasis is on the source, not on the methods the source may have used to gain the information.  Parents, marriages, political commentator.  Outcome: could be wrong.  KBC … Phone a friend… what if he failed to answer the question? 10/14/2022 Method of Authority Muhammad Awais (facebook.com/awwaiis)
  • 6.   It refers to things we learn and know without intervention from an outside source.  Self discovery is evident when a person synthesizes a variety of information to come to a decision about something, or maybe event to īnven a new product or service. The method of Self-Discovery 10/14/2022 Muhammad Awais (facebook.com/awwaiis)
  • 7.  Scientific research is an organized, objective, controlled, qualitative or quantitative empirical analysis of one or more factors. The terms that define the scientific research method describe a procedure that has been accepted for centuries. Aristotle's theories of solar system and universe. “One of the glories of scientific endeavor is that any scientific belief, however firmly established, is constantly being tested to see if it is truly universally valid.” Six basic characteristics, or tenets, distinguish the scientific method from other methods of knowing. A research approach that does not follow these tenets is not a scientific approach. The Scientific Method 10/14/2022 Muhammad Awais (facebook.com/awwaiis)