METHODS TO COMMUNICATION RESEARCH
(LECTURES AND TUTORIALS )
LECTURE 1
● PINK WASHING ; With corporate communication they brain- wash
people in (for example ) believing they are supportive through lgbtqia+
matters while at the same time they advertise non- adequate books
● MARKETING COMMUNICATION ; They use strategies to advertise
their product without really believing in that
● PERSUASIVE COMMUNICATION ; *I What is the effect of delivering
personalized messages to consumers based on their noncurrent media
usages in real time , on brand attitude ?
* What drives individuals to act swiftly and drastically to address
one crisis but not the other ?
Knowledge is often based on ;
● Intuition / Belief
● Consensus
● Tenacity
● Authority
● Casual Observation
Scientific research is ;
A systematic process of gathering theoretical knowledge through observation
RESEARCH IS A SYSTEMATIC PROCESS OF :
1. Posing questions
2. Answering questions
3. Demonstrating that your results are valid
4. Sharing your research results
,HYPOTHESES SHOULD BE
Empirically testable
Objective
Falsifiable
CHAPTER 1 FROM TREADWELL
GETTING STARTED : POSSIBILITIES AND DECISIONS
% Quantitative- through numbers
? Qualitative - through words
● people are similar in the way they behave
* distant observer - neutral and dispassionate , unable to get closer insights
* close/interactive observer - gets insight but also influences the group and becomes
biased
SCIENTIFIC METHOD
● Observation / empiricism
● the attempt to rule out alternative explanations
+ surveys - produce quantitative results
+ focus groups - qualitative results
FIELD OF STUDY
● The researcher typically focuses on one of the many specific aereas
THE RESEARCHER
● The scientific tradition values objectivity and dispassionate observation
THE APPROACH
THE SAMPLE
,THE DATA
● Triangulation : researchers use multiple methods providing multiple
perspectives to ensure that they have a good ‘fix’ on the problem
● Q methodology : assume that it is the respondents subjective views of the
world that are of interest , but combine that research focus with quantitative ,
computational approaches to recording and assessing these views
SUMMARY
● Communication research is a process of posing questions about human
communication and designing and implementing research that will
answer those questions
● Communication researchers typically specialize in one aspect of
communication
● Researchers may use qualitative methods , quantitative methods , or both
● Researchers have empirical , interpretive or critical perspectives on
communication
● Human communication research inescapably involves ethical decisions
MICRO LECTURES
QUIZ 1 :
1. What is an example of knowledge based on opinions ? - authority
2. Why is casual observation a good form of evidence ? - Because due to
selective perception the observations easily confirm what is expected
QUIZ 2
SCIENTIFIC METHOD
Systematic observation - better chance of valid explanations ( evaluate
plausibility of hypotheses )
SCIENTIFIC METHOD
, THIS IS WHAT IT NEEDS TO BE A SCIENTIIFC METHOD
1. Empirically testable (observations ) / data
2. replicable (repeatedly)
3. objective ( clear assumptions - concepts - procedures )
4. transparent ( replicated by anyone - publicly shared )
5. falsifiable ( contradiction possible )
6. logically consistent (hypothesis internally coherent )
( conclusion logically consistent )
QUIZ 3
● Observation : does not describe / explain general relation
● Hypotheses /Law : describes / explains pattern , general relation
● Theory : Overarching explanation of many related phenomena
CHAPTER 2 FROM TREADWELL
● Getting to research start line :
1. basic assumptions that underpin communication research
2. deciding on a focus
3. deciding the purpose of your research
STARTING WITH BASIC BELIEFS AND PERSPECTIVES
● Basic assumptions about human behavior merge into broad worldviews that
underpin our perspectives on communication research
WORLDVIEW 1 . The emphasis on measurement and generalization is called a
NOMOTHETIC approach
WORLDVIEW 2 . * This view assumes that knowledge is socially constructed out
of interaction between people and it is subjective
* The emphasis on individual understanding is called
idiographic approach
● Researchers ‘ overall goal is understa
(LECTURES AND TUTORIALS )
LECTURE 1
● PINK WASHING ; With corporate communication they brain- wash
people in (for example ) believing they are supportive through lgbtqia+
matters while at the same time they advertise non- adequate books
● MARKETING COMMUNICATION ; They use strategies to advertise
their product without really believing in that
● PERSUASIVE COMMUNICATION ; *I What is the effect of delivering
personalized messages to consumers based on their noncurrent media
usages in real time , on brand attitude ?
* What drives individuals to act swiftly and drastically to address
one crisis but not the other ?
Knowledge is often based on ;
● Intuition / Belief
● Consensus
● Tenacity
● Authority
● Casual Observation
Scientific research is ;
A systematic process of gathering theoretical knowledge through observation
RESEARCH IS A SYSTEMATIC PROCESS OF :
1. Posing questions
2. Answering questions
3. Demonstrating that your results are valid
4. Sharing your research results
,HYPOTHESES SHOULD BE
Empirically testable
Objective
Falsifiable
CHAPTER 1 FROM TREADWELL
GETTING STARTED : POSSIBILITIES AND DECISIONS
% Quantitative- through numbers
? Qualitative - through words
● people are similar in the way they behave
* distant observer - neutral and dispassionate , unable to get closer insights
* close/interactive observer - gets insight but also influences the group and becomes
biased
SCIENTIFIC METHOD
● Observation / empiricism
● the attempt to rule out alternative explanations
+ surveys - produce quantitative results
+ focus groups - qualitative results
FIELD OF STUDY
● The researcher typically focuses on one of the many specific aereas
THE RESEARCHER
● The scientific tradition values objectivity and dispassionate observation
THE APPROACH
THE SAMPLE
,THE DATA
● Triangulation : researchers use multiple methods providing multiple
perspectives to ensure that they have a good ‘fix’ on the problem
● Q methodology : assume that it is the respondents subjective views of the
world that are of interest , but combine that research focus with quantitative ,
computational approaches to recording and assessing these views
SUMMARY
● Communication research is a process of posing questions about human
communication and designing and implementing research that will
answer those questions
● Communication researchers typically specialize in one aspect of
communication
● Researchers may use qualitative methods , quantitative methods , or both
● Researchers have empirical , interpretive or critical perspectives on
communication
● Human communication research inescapably involves ethical decisions
MICRO LECTURES
QUIZ 1 :
1. What is an example of knowledge based on opinions ? - authority
2. Why is casual observation a good form of evidence ? - Because due to
selective perception the observations easily confirm what is expected
QUIZ 2
SCIENTIFIC METHOD
Systematic observation - better chance of valid explanations ( evaluate
plausibility of hypotheses )
SCIENTIFIC METHOD
, THIS IS WHAT IT NEEDS TO BE A SCIENTIIFC METHOD
1. Empirically testable (observations ) / data
2. replicable (repeatedly)
3. objective ( clear assumptions - concepts - procedures )
4. transparent ( replicated by anyone - publicly shared )
5. falsifiable ( contradiction possible )
6. logically consistent (hypothesis internally coherent )
( conclusion logically consistent )
QUIZ 3
● Observation : does not describe / explain general relation
● Hypotheses /Law : describes / explains pattern , general relation
● Theory : Overarching explanation of many related phenomena
CHAPTER 2 FROM TREADWELL
● Getting to research start line :
1. basic assumptions that underpin communication research
2. deciding on a focus
3. deciding the purpose of your research
STARTING WITH BASIC BELIEFS AND PERSPECTIVES
● Basic assumptions about human behavior merge into broad worldviews that
underpin our perspectives on communication research
WORLDVIEW 1 . The emphasis on measurement and generalization is called a
NOMOTHETIC approach
WORLDVIEW 2 . * This view assumes that knowledge is socially constructed out
of interaction between people and it is subjective
* The emphasis on individual understanding is called
idiographic approach
● Researchers ‘ overall goal is understa
