Communication Research Methods: A Comprehensive Guide
Communication Research
Research in Communication
Not in Lab: Happens in real-world settings.
Societal Influence: Shaped by social dynamics.
Depends on: Human and social resources.
Scientific Method
Characteristics:
Public: Share methods.
Objective: No personal judgment.
Empirical: Based on experience.
Systematic & Cumulative: Builds on past research.
Predictive & Self-Correcting
Primary vs. Secondary Research
Primary: Collect new data (e.g., surveys).
Secondary: Analyze existing data.
Research Question & Hypothesis
Research Question: Guides the study.
Hypothesis: Testable prediction.
Qualitative vs. Quantitative
Qualitative: Exploratory, in-depth understanding.
Quantitative: Numbers, statistical analysis.
Literature Review
Literature Review
Purpose: Summarize research, define focus, identify gaps.
Steps: Review past work, find key researchers, balance tradition and new research.
Literature Review (Chapter 1)
Purpose:
Synthesize research, identify gaps, establish context, support research questions.
Types:
Narrative, Systematic, Meta-analysis, Theoretical.
Key Components:
Introduction, Body (themes/methods), Conclusion.
Challenges:
Information overload, maintaining objectivity, critical analysis.
Research Topics & Questions
Choosing a Research Topic
Questions to Ask:
Is it too broad? Can it be investigated? Significant? Time/cost feasible?
Selecting a Research Topic (Chapter 3)
Choosing a Topic:
Interest, significance, manageability, feasibility.
Developing Questions:
Clear, focused, researchable.
Preliminary Search:
Use databases (PsycINFO, JSTOR), identify key terms.
Evaluating Sources:
Authority, Relevance, Quality.
Quantitative Research
Quantitative Research (Chapter 2)
Definition: Focuses on numerical measurement and statistical analysis.
Key Characteristics:
Objective, Controlled, Statistical Tools, Generalizability, Causality.
Methods:
Surveys, Experiments, Content Analysis.
Strengths: Clear data, test hypotheses.
Limitations: May miss context or nuances.
Qualitative Research
Qualitative Research (Chapter 5)
Definition: Explores meaning and experience, not reliant on numbers.
Key Characteristics:
Subjective understanding, Flexible, Rich descriptions, Holistic perspective.
Methods:
Interviews, Focus Groups, Ethnography, Observation.
Strengths: Deep insights, contextualized.
Limitations: Time-consuming, hard to generalize.
Focus Groups
Group Size: 4-12 people.
Type of Data: Qualitative, discussion-based.
Interviews
Types: Informal, structured, semi-structured, in-depth.
Process: Conceptualize study, design, conduct, analyze.
Surveys
Survey Questions
Open-Ended vs. Close-Ended:
Open: Qualitative, detailed.
Close: Multiple choice, Likert scale.
Good Survey Design
Clear, short, unbiased, logical order.
Sampling Methods
Sampling Methods
Probability Sampling:
Simple Random, Systematic, Stratified, Cluster, Multistage.
Nonprobability Sampling:
Convenience, Purposive, Quota, Snowball.
Sampling (Chapter 4)
Types of Sampling:
Probability Sampling (Simple Random, Systematic, Stratified, Cluster).
Non-Probability Sampling (Convenience, Purposive, Quota, Snowball).
Errors:
Sampling Error: Difference between sample and population.
Non-sampling Error: Design or data collection errors.
Sample Size Considerations:
Depends on population, confidence level, resources.
Sampling Considerations
Sample Size: Depends on project type, time, and resources.
Survey Analysis
Survey Analysis
Steps:
Data Preparation (editing, coding, cleaning).
Descriptive Statistics (mean, median, mode).
Inferential Statistics (T-tests, Chi-square).
Report Findings (charts, tables, narratives).
Survey Analysis (Chapter 7)
Stages:
Data Preparation (edit, code, enter).
Data Cleaning (handle missing data, outliers).
Analysis (descriptive & inferential statistics).
Statistical Techniques:
T-tests, ANOVA, Chi-square, Correlation, Regression.
Reporting:
Use charts, graphs, interpret results with context.
Research Ethics
Ethics in Research
Key Principles (Belmont Report):
Autonomy: Informed consent.
Nonmaleficence: Do no harm.
Beneficence: Remove existing harms.
Justice: Treat equally.
Common Ethical Issues
Informed Consent, Deception, Privacy, Bias, Data Integrity.
Research Ethics (Chapter 3)
Principles:
Voluntary participation, Informed consent, Confidentiality, Avoid harm.
IRB Review: Ensures ethical standards.
Ethical Issues:
Invasion of privacy, Plagiarism, Bias, Deception (must debrief).