Transcript Chapter 1 Introduction to Research in Communication Research: Process of asking questions and finding answers Application of scientific and systematic procedures Assumes that patterns can be uncovered Empirically based.

Chapter 1
Introduction to
Research in Communication
Research:
Process of asking questions and finding
answers
Application of scientific and systematic
procedures
Assumes that patterns can be uncovered
Empirically based methods
Copyright c 2001 The McGraw-Hill Companies, Inc.
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Your Relationship with Research
Scholarly research
You in the role of researcher
You in the role of research consumer
Proprietary research
Commissioned for private use
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Scholarly Research
Formal, scientific, systematic
Available to the public and other researchers
Scientific outcomes
Describes behavior
Determines causes of behavior
Predicts behavior
Explains behavior
Copyright c 2001 The McGraw-Hill Companies, Inc.
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Research and Theory
Theory:
Set of concepts, definitions, and propositions
that present a systematic view of the
phenomena
Attempts to explain and predict phenomena
Research should be theoretically driven or
aid in the creation of theory
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Characteristics of Science
1. Based on evidence
2. Testable
3. Explores all
possibilities
4. Replicable
5. Public record
6. Self-correcting
7. Measurement and
observation
8. Control error
9. Objectivity
10. Skepticism
11. Generalizability
12. Heuristic
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Communication
as a Social Science
Social science methods
 Look for patterns of communication behavior
 Must be empirical; verify through observations or
experiences
 Focus on messages; effects of messages & their
meanings
Quantitative methods
 Relies on numerical measurement
Qualitative methods
 Researcher is the primary observer
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The Scientific Approach
Research follows traditions & procedures
1. Start with an interesting question
2. Formulate a hypothesis or research question
3. Use reason and experience to refine the
hypothesis or research question
4. Conduct the observation, measurement, or
experiment
5. Analyze and interpret the data
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Methodological Extremes
Law of the hammer
Methodological tools for different purposes
Content of research question or hypothesis
drives selection of the methodological tool
A method is only helpful if it helps answer
the research question or hypothesis
Copyright c 2001 The McGraw-Hill Companies, Inc.
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Questions
Communication Scholars Ask
Wide variety of questions can be asked
about many communication phenomena
Determine the significance of the question
Personal interest
Social importance
Theoretical significance
So what?
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The Nature of the Questions
Questions of fact
 Provide definitions
Questions of variable relations
 Examine if, how, and to what degree phenomena are
related
Questions of value
 Ask for subjective evaluations
Questions of policy
 Recommend a course of action
Copyright c 2001 The McGraw-Hill Companies, Inc.
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