The document discusses key elements of verbal communication in linguistics, including phonology, semantics, syntactics, and pragmatics, emphasizing the importance of context and cultural nuances in communication. It also addresses challenges faced by individuals in professional settings, using case studies to explore issues of motivation, ethics, and research methods. Additionally, it highlights the differences between quantitative and qualitative research, providing insights into their respective methodologies and limitations.

1. Verbal Communication
Linguistics (study of language)
Linguistics (study of language) answers important questions
concerning universal aspects of languages and how a concept in
one language is expressed in another language.
Phonology is the study of the sound system of language.
Phonology looks at how words are pronounced, which units of
sound (phonemes) are meaningful, and which sounds are
universal.
Because different languages use different sounds, it is often
difficult for nonnative speakers to learn how to pronounce some
sounds.

2. Mispronounced words
Anyway
Tenet
Coup de grâce
Hyperbole
Ophthalmologist
Prestigious
Coup
Rendezvous
Genre
Faux pas
Attache
Albeit
Semantics is the study of meaning.
Semantics describes how words communicate the meaning we
intend to get across. For example, a person may understand
individual words but not the meaning of the phrase when the
words are put together.
Different languages have different words for the same object.
Even cultures that share a language (the United States and
Britain) have different words for the same object.
Syntactics is the study of the structure of a language or the rules
for combining words into meaningful sentences.

3. Languages have rules concerning the structure and expression of
plural, possessive, and gender forms (subject, verb, object
arrangement, and so on).
Learning a language is not merely learning words and their
meanings. One must also learn the rules that govern the
language.
Pragmatics is the study of how language is used in particular
contexts
There are five specific functions or ways we use language:
i. Language is used to give information.
ii. Language is used to control others' behavior.
iii. Language communicates feeling.
iv. Language is used to participate in rituals.

4. v. Language is used to execute plans.
Pragmatics (cont.)
The meaning of language depends on the context and the
persons who are communicating, which makes pragmatics
different from semantics (which focuses solely on the meaning
of the words spoken).
The meaning does not come from the words or the word order
alone. Meaning also depends on other things like nonverbal
cues.
Code Switching
As we’ve seen, people communicate differently in different
cultural communities.
Thus, the context in which the communication occurs is a
significant part of the meaning.
And while we might communicate in one way in one culture, we
might change our communication style for another culture.
Edward Sapir and Benjamin Whorf developed the Sapir-Whorf

5. hypothesis (that the language we speak determines our
perception of reality) based on their research of Native
American languages.
They proposed that language not only expresses ideas but also
shapes ideas and perceptions of the world.
It may be more accurate to view language as a tool rather than a
mirror of perception.
It may mean that members of cultural groups really experience
the world very differently and, in a sense, that they live in very
different perceptual worlds.
https://www.youtube.com/watch?v=u6eXw0AAKZ8
High-context communication/Low-context communication
High-context communication is rather indirect, with most of the

6. information residing in the context or being internalized in the
person, rather than in the spoken verbal message.
Low-context communication is demonstrated when the bulk of
the meaning and information of the message resides in the
spoken words. The emphasis is on verbally explicit
communication.
The "Power" Effects of Labels
Another way of looking at power and language is to think about
the labels we use to refer to others and ourselves.
Labels acknowledge and communicate aspects of our social
identity.
The context in which a label is used may determine how
strongly we feel about the label.
Labels communicate many levels of meaning and establish
particular kinds of relationships between speaker and listener.

7. Labels
Write down ten labels you use to describe yourself or others use
to describe you.
Question 1:
Amanda works as an assistant manager at a popular retail store.
She joined the company 7 years ago as a cashier and worked her
way up the ladder. Her colleagues believe that one of her best
qualities is working with people. She has often been seen
walking around the shelves, meeting her staff listening their
concerns and helping customers solving their problems. She is a
good communicator and is excellent with managing her time.
Overall, she is an asset for the company.
Challenges: Over the last 2 years, the covid-19 pandemic has
posted a variety of challenges for Amanda and her company. In
2020, the store was shut down for 2 weeks due to a covid
outbreak. Five of the eight staff were sick with the virus and the
store was asked to close until things improve. The general
manager wrote to Amanda to investigate the details and she
realized that she was a bit careless with some of mandatory
covid reporting. Amanda also felt pressured to write several
reports to the senior management to explain what happened and
how these incidents could have been avoided. She often boxed
herself in her office and not speak to any of her colleagues.
Remembering now, “it was the most awful time I ever had in my
life” she said to one of her friends. She admits that she thought
of quitting.

8. Required:
a. Based on the above information, what kind of personality
Amanda had before the pandemic? Explain your answer with
other examples from your experience/observation. (5 marks)
b. What are Amanda’s strengths and weaknesses? How would
you suggest Amanda improves her performance during these
challenging times? (5 marks)
Question 2:
John and Jessie run a small boutique out of downtown
Peterborough. They started as a small booth 10 years ago, but
now own a decent 1000 square feet showroom and have hired 3
employees to help them with their business. One of their
employees George, who looks after the business when they are
away, have recently been showing some signs of dissatisfaction.
He was overheard discussing with the other employees that how
his salary was lower than the industry average and they get
limited medical benefits as part of their compensation package.
His attitude towards work was also changing. During one of the
busiest days of business, he decided to go out to see some
friends and returned after 2 hours. John and Jessie suspect that
he might be looking for other jobs and used the “friends” excuse
to attend to an interview. They are not sure what to do as this is
the first time in their professional career that someone they
have trusted with management responsibilities is behaving like
this.
Required:
Given your understanding of motivation theories discussed in
class, how would you help John and Jessie deal with George? Is
there any specific theory that you will ask them to adapt?

9. Explain your answer with examples that how a specific theory
can benefit John and Jessie. (10 marks)
Question 3:
Alberto runs a small but very successful coffee shop inside a
busy mall in Peterborough. His wife and he run this coffee shop
7 days a week from 11 am to 8 pm. Other shop owners at the
mall love their coffee and have become loyal customers of their
business. Sonia, who runs a chain of flower shops in several
malls, including theirs, have approached them with an idea to
expand their business to other malls in the area. She claims to
have a lot of connections with financial intermediaries who may
be able to help fund the expansion. In fact, she promises to
share with Alberto, the financial information and business
proposal prepared by one of her competitors who successfully
applied for a loan few months ago. According to her, she is best
friends with Caroline who is working for a local bank as a
manager and can help them get the required amount even
without any documentation. She is asking for a promise to pay
5% of the loan amount to her as “fees” for her services.
Required:
a. Given your understanding of the business ethics, what is your
advice to Alberto and his wife? Explain with reference to the
moral leadership concept that we discussed in class. (5 marks)
b. Relate the above scenario using the front-page, personal
gains, and the good night’s sleep tests. What are your thoughts?
(5 marks)

10. **********
NOTE:
In this part, you will have essay type questions. There are three
questions in this part. For each question, you can write
maximum of two pages with 12-font size (Calibri, Times New
Roman, Arial) and 1.5 line spacing.
NOTE: If you are using any source reference including your
text, please use APA referencing style.
Quantitative Research Methods
Babbie, Earl R. The Practice of Social Research. 12th ed.
Belmont, CA: Wadsworth Cengage, 2010; Muijs, Daniel. Doing

11. Quantitative Research in Education with SPSS. 2nd edition.
London: SAGE Publications, 2010.
Quantitative methods emphasize objective measurements and
the statistical, mathematical, or numerical analysis of data
collected through polls, questionnaires, and surveys, or by
manipulating pre-existing statistical data using computational
techniques.
Quantitative Research
Quantitative research deals in numbers, logic, and an objective
stance. Quantitative research focuses on numeric and
unchanging data and detailed, convergent reasoning rather than
divergent reasoning [i.e., the generation of a variety of ideas
about a research problem in a spontaneous, free-flowing
manner].
Primary Characteristics
The data is usually gathered using structured research
instruments.
The results are based on larger sample sizes that are
representative of the population.
The research study can usually be replicated or repeated, given
its high reliability.
Data are in the form of numbers and statistics, often arranged in
tables, charts, figures, or other non-textual forms.
Project can be used to generalize concepts more widely, predict
future results, or investigate causal relationships.
Researcher uses tools, such as questionnaires or computer

12. software, to collect numerical data.
Limitations
Quantitative data is more efficient and able to test hypotheses,
but may miss contextual detail;
Uses a static and rigid approach and so employs an inflexible
process of discovery;
The development of standard questions by researchers can lead
to "structural bias" and false representation, where the data
actually reflects the view of the researcher instead of the
participating subject;
Results provide less detail on behavior, attitudes, and
motivation;
Results are limited as they provide numerical descriptions
rather than detailed narrative and generally provide less
elaborate accounts of human perception;
The research is often carried out in an unnatural, artificial
environment so that a level of control can be applied to the
exercise.
Qualitative Research Methods

13. What are qualitative research methods?
Qualitative research is the process of collecting, analyzing, and
interpreting non-numerical data, such as language. Qualitative
research can be used to understand how an individual
subjectively perceives and gives meaning to their social reality.
Qualitative Research Methods
Qualitative data is defined as non-numerical data, such as text,
video, photographs or audio recordings. This type of data can be
collected using diary accounts or in-depth interviews, and
analyzed using grounded theory or thematic analysis.
Methods
There are different types of qualitative research methods
including diary accounts, in-depth interviews, documents, focus
groups, case study research, and ethnography.
The results of qualitative methods provide a deep
understandings of how people perceive their social realities, and
in consequence, how they act within the social world.

14. Limitations
The problem of adequate validity or reliability is a major
criticism. Because of the subjective nature of qualitative data
and its origin in single contexts, it is difficult to apply
conventional standards of reliability and validity.
Interviewing
Interviews
Consider ethical implications
Consider cultural implications
Protect your respondents’ identity
Ask open ended questions
Sample Interview
As a class, we will create a set of interview questions.
How do students view remote learning?

15. Focus Groups
A focus group is a moderated discussion that typically involves
5 to 10 participants. Through a focus group, you can learn
about users’ attitudes, beliefs, desires, and reactions to
concepts.
Focus Groups
Decide on the range of topics you would like to cover before the
session
01
Pretest questions to ensure they are clear and logical
02
Develop open-ended questions to encourage discussion
03
Arrange questions in a way that flows naturally
04

16. Hire a skilled moderator to facilitate the discussion
05
Plan to spend about two hours with the group
06
Communication Research Ethics
Integrity
Ethical communication researchers should employ recognized
standards of research practice, conducting research that they
have been properly trained to do, and avoiding procedures for
which they have not been adequately prepared.
If in doubt about any ethical matter, they seek advice before
proceeding.
Their primary goal is to avoid harm to others – whether direct
emotional or physical harm or harm to the reputations of those
being researched.
Confidentiality
The value of confidentiality demands that the identity of those
being researched be kept confidential except in cases where the
research is carried out on public figures or publicly available
material.
Professional Responsibility
Professional responsibility requires that ethical communication

17. researchers know and comply with the legal and institutional
guidelines covering their work.
They do not use the work of others as their own, plagiarizing
others’ ideas or language or appropriating the work of others for
which one serves as a reviewer.
Standards
Obtains informed consent to conduct the research, where
appropriate to do so.
Avoids deception as part of the research process, unless the use
of deception has been approved in advance by an appropriate
review body.
Provides adequate citations in research reports to support
theoretical claims and to justify research procedures.
Discloses results of the research, regardless of whether those
results support the researcher’s expectations or hypothes es.
Does not falsify data or publish misleading results.
Reports all financial support for the research and any financial
relationship that the researcher has with the persons or entities
being researched, so that readers may judge the potential
influence of financial support on the research results.
Research Part One
Coms 018

18. Research Questions
A research question is the fundamental core of a research
project, study, or review of literature. It focuses the study,
determines the methodology, and guides all stages of inquiry,
analysis, and reporting.
Research Questions(cont.)
The research question begins with a research problem, an issue
someone would like to know more about or a situation that
needs to be changed or addressed, such as:
Areas of concern
Conditions that could be improved
Difficulties that need to be eliminated
Questions seeking answers
Example
1) What is the role of the female gamers in gaming behavior and
gaming culture in contemporary society? 2) Which variables
have an influence on the role of female gamers at an individual
and community level?
Hypothesis
A hypothesis is a specific statement of prediction. It describes
in concrete (rather than theoretical) terms what you expect will
happen in your study.

19. Example
Complementarily, we hypothesized that females would report
stronger interest in a given computer game if it does not include
a gender-role stereotyped protagonist, is free of violence, and
permits rich social interactions with other characters.
Operational Definitions
An operational definition is the statement of procedures the
researcher is going to use in order to measure a specific
variable.
We need operational definitions in psychology so that we know
exactly what researchers are talking about when they refer to
something.
There might be different definitions of words depending on the
context in which the word is used.
To avoid any confusion about definitions, in research we
explain clearly what we mean when we use a certain term.
Activity
Locate a peer reviewed scholarly journal.
What is the research question(s) or hypothesis?
Create a research question(s) or hypothesis for a hypothetical
human communication study.