This presentation delves into the fundamentals of research, exploring key concepts such as the role of theory in shaping research endeavors, ethical considerations in conducting research, and the importance of selecting a relevant research area or topic. Through a comprehensive review of literature, researchers can identify gaps in existing knowledge and develop a theoretical framework to guide their investigations.

1. UNIT 1
INTRODUCTION
TO RESEARCH
ANIKET SINGH CHAUHAN | 19/564

2. AS PER
RANDOM
HOUSE
What is Research?
The word research is derived from the Middle
French "recherche", which means "to go about
seeking". In modern sense, According to the
Random House Dictionary of the English
Language, Research is a systematic inquiry
into a subject in order to discover or revise
facts, theories, etc.

3. Communication
Research
Communication research
generally refers to the attempt
to discover trends or facts in
the field of communication and
mass media.
Communication
Research
and
Methods

4. Functions
of
Research
PERCEPTION
Helps in correcting
and expanding our
perception about
the world.
KNOWLEDGE
Helps in expanding
our knowledge
about subjects and
phenomena where
we lack it.
EXPERIMENT
Helps us
experiment and
test our theories,
concepts and
practices
PROBLEMS
Helps us to solve
socio-economic,
environmental and
other problems
around us.
FACTS
Helps us getting
hard facts that
help us in making
policies and
decision.

5. Research
Design
Research design provides a
structure before data
collection or analysis of
data commences.
Research design is
prepared at the
commencement of the
research project to serve as
a blueprint for the execution
of the research effort.

6. COMPOSITION OF
RESEARCH DESIGN
• Statement of the Problem
• Research Questions and
Hypothesis
• Significance of the Problem
• Objectives
• Assumptions, concepts and
Variables
• Methods and Methodology
• Analysis and interpretations;
• Resources to be used and
Budget
• Time Scheme
PURPOSE OF
RESEARCH DESIGN
To provide answers on
research as objectively,
validly, accurately and
economically as
possible.
To bring empirical
evidence (i.e. derived
from or guided by
experience or
experiment) to bear on
the research problem by
controlling variance.
The purpose of research
design is twofold:
1.
2.

7. BASIC
RESEARCH
VS
APPLIED
RESEARCH

8. The answer to this
question can be grasped
by understanding the
basic types of research -
Basic (or Fundamental)
Research and Applied
Research.
It is the approaches of
these two methods that
signify the very reason
why we do research.
But why do
research?

9. BASIC
RESEACH
BASIC
RESEARCH
Basic research or
Fundamental
research is
curiosity-driven. It
is motivated by a
desire to expand
knowledge and
involves the
acquisition of
knowledge for
knowledge's sake. It
is intended to
answer why, what
or how questions
and increase
understanding of
fundamental
principles.
Basic research
does not have
immediate
commercial
objectives and
although it
certainly could, it
may not
necessarily result in
an invention or a
solution to a
practical problem.

10. APPLIED
RESEACH
APPLIED
RESEARCH
Applied research is
designed to
answer specific
questions aimed at
solving practical
problems. New
knowledge
acquired from
applied research
has specific
commercial
objectives in the
form of products,
procedures or
services.
The fundamental
knowledge gained
from Basic
research is used by
applied scientists
and engineers
while conducting
Applied research,
for example, to
make
improvements on
existing products,
technologies and
processes.

11. Scientific
Approach
actually are and not as
they are desired to be. The
scientific method is
concerned with ‘classes of
objects’ not ‘individual
objects’ especially university
and predictability. The
method makes it possible
to predict a phenomenon
with sufficient accuracy.
The Scientific Method
is a type of
systematic
observation wherein
the investigation is
not ordered, it aims
only at discovering
facts as they

12. Scientific Theory in
Social Science
Research
Social sciences primarily deal with
human behaviour, which is, by and
large, complex and dynamic in
nature. Therefore we can't
investigate the human behaviour
under guided conditions as in
natural and physical sciences. This
creates many problems in research.
But this doesn't diminish the
importance of scientific method for
social scientists. Therefore, scientific
method can be acceptable with its
own limitations for the study of
social phenomena so far, as it helps
to arrive at valid generalisations.
Communication
Research
and
Methods

13. Scientific
Method
Limitations
QUANTIFICATION
While exact sciences tend to become increasingly
quantitative in their units, measures and
terminologies, in social sciences most of the
matter is qualitative and does not approve of
quantitative statements. For instance, We may talk
of growing indiscipline, but unless we can
measure it, we cannot generalise the concept.
SUBJECTS' COMPLEXITY
As natural scientists deal with the natural
phenomena and so have to deal with a limited
number of variables that can be measured
precisely. But social scientists deal with human
behaviour there are too many variables acting
independently and in interaction, that must be
considered, causing problems in generalisations.

14. Scientific
Method
Limitations
OBSERVATION
Observation in social sciences is more subjective
because it frequently involves interpretation on the
part of the observer. The problem is that social
scientists' own values and attitudes may influence
both the observations and the assessment of the
findings on which they base their conclusions.
REPLICATION
A chemist can objectively observe the reaction
between two chemicals in a test tube. This
replication is much more difficult to achieve in
social sciences. One cannot reproduce a given
situation in its entirety and with precision. Social
phenomena are singular events and cannot be
repeated for purposes of observation.

15. Scientific
Method
Limitations
OBSERVER-SUBJECT
INTERACTION
Mere observation of social phenomena may
produce changes that might not have occurred
otherwise. Investigators are human beings and
their presence as observers in a situation may
change the behaviour of their human subjects.
MEASUREMENT
Experimentation must provide for measurement of
the factors involved. The tools for measurement in
social sciences are much less perfect and precise
than the tools of the natural sciences. We have
nothing that can compare with the precision of the
ruler, the thermometer, or the numerous laboratory
instruments

16. Role of
Theory
in
Research
organized set of concepts,
explanations, and principles
of some aspect of human
experience”. Einstein and
Infield have said, “It is never
possible to introduce only
observable quantities in a
theory. It is the theory that
decides what can be
observed. Only thus can the
task of science be reduced
to manageability.”
At its most
fundamental
level, we can
think of theory
as “any

17. R
O
L
E
O
F
T
H
E
O
R
R
Y
I
N
R
E
S
E
A
R
C
H Paradigm
Theory plays a
significant role in
helping us
understand the
research design
Lens
It informs our
understanding of
the conditions or
events being
studied.
Knowledge
Helps us to understand what we have already
observed and why it occurred, in addition,
theories can highlight and fill our gaps in
knowledge

18. Theoretical
Framework
A theoretical framework
consists of concepts,
together with their
definitions, and existing
theory/theories that are
used for your particular
study. The theoretical
framework must
demonstrate an
understanding of theories
and concepts that are
relevant to the topic of your
research paper and that will
relate it to the broader fields
of knowledge in the class
you are taking. For instance,
theories like Magic Bullet
theory, Gatekeeper Theory,
Direct Effects Theory, etc.

19. Steps of Research
Selection of
Research Area
or Problem
Review of
Literature
Hypothesis and
Research
Question
Methodology
and Methods

20. Steps of Research
Research
Design
Sampling Data Analysis
and
Interpretation
Presentation

21. Selection
of
Research
Area
or
Topic Selecting a research area is the very
first step in writing your dissertation.
It is important for you to choose a
research area that is interesting to
you professionally, as well as,
personally. The choice and selection
of a research topic are crucial
because the topic should lend itself
to investigative studies and promise
some useful and tangible results.

22. Review
of
Literature
A literature review is a survey of scholarly
sources on a specific topic. It provides an
overview of current knowledge, allowing
you to identify relevant theories, methods,
and gaps in the existing research.
Writing a literature review involves finding
relevant publications (such as books and
journal articles), critically analyzing them,
and explaining what you found. The
review will help demonstrate your
familiarity with the topic and scholarly
context while developing a theoretical
framework and methodology for your
research. And lastly it shows how your
research addresses a gap or contributes
to a debate thereby validating your topic.

23. Hypothesis
and
Research
Question Another crucial part of a research, a
research question is the question one's
research study sets out to answer with
all its capacity. Hypothesis, on the
other hand, is the statement the
research study sets out to prove or
disprove. The main difference between
hypothesis and research question is
that hypothesis is predictive in nature
whereas research question is
inquisitive in nature.

24. Methodology
and
Methods
Methods are just behaviour
or tools used to select a
research technique. The
methodology is an analysis
of all the methods and
procedures of the
investigation. Methods are
applied during the later
stage of the research study.
Methodologies are applied
during the initial stage of the
research process.

25. Methodology
Type of Research (Applied, Basic, etc.)
Data Collection Process (Survey, Schedule,
etc.)
Data analysis process (Discriptive,
Statistical, etc.)
Resources, materials and tools
Rationale behind the research
Methodology is the theoretical framework to
support the methods chosen. It is a
perspective taken on the research, which
dictates how it is approached. Every discipline
uses different methods for research. The
elements of methodology are-
1.
2.
3.
4.
5.

26. Methods
Methods are the specific approach to
collecting your data. Every method varies in
style, so it is important that you research these
before applying them. The data collected can
be Qualitative or Quantitative, Primary or
Secondary and Discriptive or Experimental.
Methods can include:
 Interviews
 Surveys
 Experiments
 Case studies
 Observational studies
 Online data collection, etc.

27. SAMPLING
In research terms a sample is a group of
people, objects, or items that are taken from a
larger population for measurement. The sample
should be representative of the population to
ensure that we can generalise the findings from
the research sample to the population as a
whole.

28. Sampling Methods
The sample here is
selected from a
population randomly. This
method includes
everyone in the
population, and everyone
has an equal chance of
being selected. Therefore
no bias is present.
PROBABILITY
SAMPLING
This method uses the
researcher’s discretion to
select a sample. Here
each member does not
have an equal chance of
being a part of the
sample population,
therefore, bias is very high
here.
NON-
PROBABILITY
SAMPLING
Communication
Research
and
Methods
The process of deriving a sample is called a sampling method.

29. Sampling
Variables
POPULATION
SIZE
All the people that
can be considered
for the research
study.
CONFIDENCE
LEVEL
Measures where
the actual mean
falls within a
confidence interval.
CONFIDENCE
INTERVAL
The percentage of
the population
which depicts the
actual views of the
whole population.
STANDARD
DEVIATION
This metric covers
the variance in a
survey.

30. Data Analysis
and
Interpretation
COMMUNICATION
RESEARCH
AND
METHODS
Data analysis and interpretation is the process
of assigning meaning to the collected
information and determining the conclusions,
significance, and implications of the findings.

31. Data
Analysis
Methods
STATISTICAL ANALYSIS
Statistical analysis means investigating trends,
patterns, and relationships using quantitative data.
It uses probabilities and models to test predictions
about a population from sample data.
CONTENT ANALYSIS
Finding correlations and patterns in how concepts
are communicated. Understanding the intentions
of an individual, group or institution. Identifying
propaganda and bias in communication.
Revealing differences in communication in different
contexts.

32. Data
Analysis
Methods
DISCOURSE ANALYSIS
Discourse analysis is a research method for
studying written or spoken language in relation to
its social context. It aims to understand how
language is used in real life situations.
THEMATIC ANALYSIS
Content analysis is a research method used to
identify patterns in recorded communication. To
conduct content analysis, you systematically
collect data from a set of 'texts', which can be
written, oral, or visual.

33. Data
Analysis
Methods
TEXTUAL ANALYSIS
Text analysis is really the process of distilling
information and meaning from text. For example, this
can be analyzing text written in reviews by
customers on a retailer's website or analysing
documentation to understand its purpose.

34. ETHICAL CONSIDERATIONS
Communication
Methods
and
Research
Ethical considerations in research are a set
of principles that guide your research
designs and practices. Scientists and
researchers must always adhere to a certain
code of conduct when collecting data from
people.

35. Ethical
Issues VOLUNTARY
PARTICIPATION
Your participants
are free to opt-in
or out of the study
at any point in
time.
INFORMED
CONSENT
Participants know
the purpose,
benefits, risks, and
funding behind the
study before they
agree or decline to
join.
ANONYMITY
You don’t know the
identities of the
participants.
Personally,
identifiable data is
not collected.
CONFIDENTIALITY
Researchers
anonymize
personally
identifiable data
so that it can’t be
linked to other
data by anyone
else.

36. Ethical
Issues
POTENTIAL FOR
HARM
Physical, social,
psychological and
all other types of
harm are kept to
an absolute
minimum.
RESULTS
COMMUNICATION
One must ensure
your work is free of
plagiarism or
research
misconduct, and you
accurately represent
your results.

37. COMMUNICATION RESEARCH AND METHODS
Thank You!
presented to Professor Shruti Goel