COMMUNICATION RESEARCH

MODULE 1: RESEARCH OVERVIEW Dr. Racidon P. Bernarte

College of Communication, PUP

THE CONDUCT OF INQUIRY

"inquiry" means the systematic, disciplined ordering of experience that leads to the development of knowledge.

The word "know means

knowing that something is the case (philosophers distinguish between knowledge and belief); knowing some person or feeling; knowing to how do something.

The conduct of inquiry involves a planned method. We should note that inquiry has an expected outcome.

STAGES OF INQUIRY
Ask

significant questions and then suggest answers the object answers Theory Building

Observe

Formulates

TYPES OF SCHOLARSHIP
Scientific

scholarship is associated with objectivitystandardization Humanistic scholarship is associated with subjectivityindividuality

Science focuses on the discovered worlds; the humanities focus on the discovering person.
Social

Scientific scholarship includes elements of science and the humanities, yet it differs from both. Social scientists study human behavior, they try to interpret patterns of human behavior.

WHAT IS RESEARCH?
to search for, to find out Re (again) and cercier (to search) [Latin] Chercher seek [French] Looking for information about something

WHAT IS RESEARCH?
Application

of scientific method to study of a problem. A way to acquire dependable and useful information. To discover answer to meaningful questions through the application of scientific procedures.

WHAT IS RESEARCH?
Investigation

or experimentation aimed to the discovery 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 (Babbie, 1998).

SCHOLARLY RESEARCH VS. EVERYDAY RESEARCH

Everyday Research Intuitive Common Sense Casual Scholarly Research Theory Based Structured Systematic

Spur of the Moment Selective (often)

Magical Thinking Flawed Thinking at Times Focus is Personal Decisions

Planned Objective
Scientific Thinking Logical to the Extent Possible Focus is Knowledge About Reality

EVERYDAY RESEARCH: ORDINARY HUMAN INQUIRY

Tradition

Authority
Intuition Superstition

Inaccurate Observations Overgeneralization Selective Observation Illogical Reasoning

Scholarly Research: Scientific Human Inquiry

Theory Data Collection Data Analysis

SCHOLARLY RESEARCH VS. EVERYDAY RESEARCH

Scholarly research is more systematic, more careful and more concerned about correctness and truthfulness (Berger, 2000).

Research DataInformationKnowledge

BASIC FOUNDATIONS OF RESEARCH

Theoretical

vs. Empirical

Empiricalbased on data observations and measurement. Theoreticaltesting of theories and ideas about our perceptions of reality.

BASIC FOUNDATIONS OF RESEARCH

Nomothetic

vs. Idiographic

Models used to explain reality; general or specific case

Nomothetic Modelthe group or sample is studied only to make generalizations that apply larger population. Thus, follow a quantitative research designs that put greater premium on reliability.

Idiographic Modelintensive investigations of individual cases hence, use qualitative research designs.

BASIC FOUNDATIONS OF RESEARCH

Quantitative

vs. Qualitative

View the subject of the study, methodology, and analysis differently

Quantitative Researchthe interest is in generalizing to more than just the individual; Concerned with the recurrence of data that can be translated or reduced to numbers; Focuses on counting.
Qualitative Researchno intention of going beyondjust deep intothe individual; Concerned with occurrence of the communication event ; Focuses on the phenomenon and the process involved.

RESEARCH TYPOLOGIES

According to its use/result:

Basic Research

Often associated with academic research Refinement of concepts Theory testing

Applied Research
Propose solutions to the problem It has a purpose of acquiring knowledge for useful ends

RESEARCH TYPOLOGIES

According to its purpose:

Exploratory research/studies

What is the phenomenon all about?

Descriptive research/studies

How did the phenomenon happen? Where or in what situations did the phenomenon occur? What are the characteristics or elements of this phenomenon? Who or what are involved? and How many are involved?

RESEARCH TYPOLOGIES

Explanatory research/studies

Why did the phenomenon happen? Do (and to what extent do) specific factors or variables cause the phenomenon?

Evaluation research/studies

What combination of factors or variables is more effective in achieving desired outcomes?

RESEARCH TYPOLOGIES

According to time:

Cross-sectional study

Considers a phenomenon or issue among several people or groups within a single time period. (e.g census, survey, polls)

Longitudinal studies

Seek to discover whether and how the phenomenon or issue under consideration has changed over the passage of time.

RESEARCH TYPOLOGIES

According to its approach:

Quantitative research/studies

Comes from the Latin quantitas meaning how great how much how many Numbers, magnitude and measurement

Qualitative research/studies

Comes from the Latin qualitas meaning of what kind Evaluation, judgment and taste

QUANTITATIVE VS. QUALITATIVE RESEARCH

Quantitative Counts, Measures Processes data collected Statistical Describes, explains and predicts Leads to hypothesis or theory Methodology can be attached Evaluates Uses concepts to explicate Theoretical Interprets Leads to an evaluation Interpretation can be attacked Qualitative

QUANTITATIVE VS. QUALITATIVE RESEARCH

Quantitative Accused of being too narrow, basing their research on what they can count, measure and observe and neglecting other matters. Qualitative Accused of being reading into texts things that are no there or having opinions or making interpretations that seem odd, excessive or even idiosyncratic.

Multi-Method or Triangulation

IMPORTANCE OF KNOWING THE TYPE OF RESEARCH

APPROACH TO BE USED

Design Instrumentation/Tools Sample Data Data Analysis

THE RESEARCH PROCEDURES

Select

a research topic Review relevant literature State the research problem and objectives Formulate the study framework Determine the appropriate methodology Collect a relevant data Analyze and interpret the result Prepare the result report Present the result in an appropriate forum

THE RESEARCH PROCEDURES

Select

a research topic Review relevant literature State the research problem and objectives Formulate the study framework Determine the appropriate methodology Collect a relevant data Analyze and interpret the result Prepare the result report Present the result in an appropriate forum

QUESTIONS?

References:

Media and Communication Research Methods, Arthur A. Berger Survey Research Handbook, Pamela L. Alreck & Robert B. Settle Social Research Methods, J. L Kumar Practice of Social Science Research, Earl Babbie Communication Research in the Philippines, Elena E. Pernia Introduction to Communication Research, John Reinard