CHAPTER 1

Introduction to Communication Research

What is research?

Process of asking questions and finding answers.

Application of scientific and systematic procedures

Assumes that patterns can be uncovered

Empirically based methods

Why conduct Communication Research?

Activity that all humans share

Deepen our understanding of human behavior and motivation

Uncover patterns of behavior to increase predictability

Enhance quality of personal and professional environments and relationships

Research and You

Scholarly ResearchYou in the role of researcher

You in the role of research consumer

Can be commissioned for private useRole of consultant

Characteristics of scholarly research

Formal

Scientific

Systematic

Available to the public and/or other researchers

Characteristics cont.

Research is driven by a questionQuantitative, qualitative or both

What type of data will be collected/observed

Method of analysis

Conclusions drawn

New ideas produced

Scientific Outcomes

Describe behavior

Determine cause of behavior

Predict behavior

Explain Behavior

Research and Theory

Theory: a set of concepts, definitions, and propositions that present a systematic view of phenomena

Attempts to explain, describe and predict phenomena

Research is theoretically driven or aid in the creation of theory

Characteristic of science

Based on evidence

Testable

Explores all possibilities

Able to Replicate

Public record

Self correcting

Characteristics cont.

Measurement and observation

Control error

Objectivity

Skepticism

Generalizability

Heuristic

Communication as a Social science

Social science methodsLook for patterns in behavior

Empirical

MethodsQuantitative

Qualitative

Quantitative vs. Qualitative

QuantitativeNumerical data

Uses surveys (mostly)

Self-reported data

Conduct experiments

Large sample

QualitativeObservation

Variety of collection methods

Researcher is collector of data

Observe in natural environment

Small sample

The Scientific Approach

Interesting question

Formulate hypothesis or RQHypothesis (H)

Research question (RQ)

Refine hypothesis or RQ

Conduct observation/measurement/experiment

Analyze/interpret data

Methodological Extremes

“Law of the Hammer”Methodological tools serve different purposes

RQ or Hypothesis drive selection of methodological tool

Method is only helpful if it helps answer the RQ or H

Questions Asked by Communication Scholars

Wide variety

Determine the importance of the question

Personal interest

Social importance

Theoretical value

HAVE A GREAT DAY!

Don’t forget to start thinking about who you want in your research group!