Introduction to Communication

Research(FREE ELECTIVE 2)

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

What Is RESEARCH?

a. The systematic investigation into and study of materials and sources in order to establish facts and reach new conclusions.

b. Includes any gathering of data, information and facts for the advancement of knowledge.

c. Steps used to collect and analyze information to increase our understanding of a topic or issue.

d.  "a studious inquiry or examination; especially  : investigation or experimentation aimed at the discovery and interpretation of facts, revision of accepted theories or laws in the light of new facts, or practical application of such new or revised theories or laws".

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

1. RELIABILITY- is a subjective term which can not be measured precisely but today there are instruments which can estimate the reliability of any research

-  the repeatability of any research, research instrument, tool or procedure

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

2. Validity- is the strength with which we can call a research conclusions,

assumptions or propositions true or false.

- determines the applicability of research

- can be defined as the suitability of the research instrument to the research problem or how accurately the instrument measures the problem

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

3. Accuracy- the degree to which each research process, instrument and tool is

related to each other

- also measures whether research tools have been selected in best possible manner and research procedures suits the research problem or not

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

4. Credibility- comes with the use of best source of information and best

procedures in research.

- First-hand information vs. Second-hand information

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

5. Generalizability- is the extent to which a research findings can be applied to

larger population.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

6. Empirical- nature of research means that the research has been conducted following rigorous scientific methods and procedures

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

7. Systematic approach- is the only approach for research so that no research can be

conducted haphazardly.

- Each step must follow other.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Characteristics of Research:

8. Controlled- To verify or regulate by conducting a parallel experiment or by

comparing with another standard.

- A standard of comparison for checking or verifying the results of an experiment.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements of Research:

1. Abstract- Comprehensive summary of the article contents.

- Give reader the ability to quickly survey the substance of the article.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements of Research:

2. Introduction- Introduces the problem

- Studies and develop background knowledge of the project

- Section where you’ll find literature review where studies on the subject are discussed.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements of Research:

4. Methods- Describes the study in details including information about

participants , procedure followed and etc.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements of Research:

4. Results- The section frequently contains figures, charts and tables

presenting the data collected.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements of Research:

5. Discussion- Usually evaluates the results and statistics presented in result

section.

- This section identifies implications of the study result.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Elements of Research:

6. References- Full citations for works cited within the body of the study itself.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Qualifications of a Researcher

1. Acknowledging that I know very little and there is so much to learn

2. Urge to learn more

3. Non-judgmental open-hearted attitude towards research

4. Giving priority to Truth and Research before your personal comfort and conveniences

5. Complete Commitment to Research Area

6. Having patience and perseverance

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Steps in Conducting Research:

1. Observations and Formation of the topic

- subject area of ones interest and following that subject area to conduct subject related research.

2. Hypothesis

- A testable prediction which designates the relationship between two or more variables

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Steps in Conducting Research:

3. Conceptual definition

- Description of a concept by relating it to other concepts

4. Operational definition

- Details in regards to defining the variables and how they will be measured/assessed in the study

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Steps in Conducting Research:

5. Gathering of data

- Consists of identifying a population and selecting samples, gathering information from and/or about these samples by using specific research instruments. The instruments used for data collection must be valid and reliable.

6. Analysis of data

-Involves breaking down the individual pieces of data in order to draw conclusions about it

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Steps in Conducting Research:

7.Data Interpretation- This can be represented through tables, figures and pictures, and

then described in words

8.Conclusion

- The result of the study

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Common Errors and Difficulties:

1. Population Specification

- This type of error occurs when the researcher selects an inappropriate population or universe from which to obtain data.

2. Sampling

- Sampling error occurs when a probability sampling method is used to select a sample, but the resulting sample is not representative of the population concern.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Common Errors and Difficulties:

3.  Selection

- Selection error is the sampling error for a sample selected by a nonprobability method.

4. Non-responsive

- Nonresponse error can exist when an obtained sample differs from the original selected sample.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Common Errors and Difficulties:

5. Measurement

- is generated by the measurement process itself, and represents the difference between the information generated and the information wanted by the researcher.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Communication Research

generally refers to the attempt to discover trends or facts in the field of communication and mass media through research process.

 is an analysis or an investigation about the materials available in various formats of a particular topic to substantiate the give matter.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Developments in Communication Research:1. Technological advancements

2. Society, culture, and lifestyle are different as of today

3. Concrete developments in mass media

4. Old style of analysis are no longer available, new approaches and vocabularies needs to be created to understand the modern day.

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Limitations and Challenges:

1. Allotted Research Time

2. Available Resources

3. Population needed for the study

4. Environmental Concerns

5. Point of views and culture

6. Monetary Funding

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Types Of Communication Research:

1. Social Science - is conducted through the use of scientific and systematic methods, and it is based on the assumption that research can uncover patterns in the lives of people.

2. Propriety research - research that is commissioned by an individual or organization for its own use

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Research Techniques:

Quantitative

- refers to the systematic empirical investigation of social phenomena via statistical, mathematical or computational techniques.

- objective of quantitative research is to develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department

Research Techniques:

Qualitative

- is a method of inquiry employed in many different academic disciplines, traditionally in the social sciences, but also in market research and further contexts.

- aim to gather an in-depth understanding of human behavior and the reasons that govern such behavior

-  investigates the why and how of decision making, not just what, where, when

De La Salle – Lipa • College of Education Arts and Sciences • Multimedia Department