1. Why is it important to be familiar with research about communication and the methods used to perform this research?
Communication and media studies require an adaptation of traditional research methods used in established fields such as history and linguistics, for human behavior and social impact of media and communication. This knowledge will help a researcher to design research approaches that will factor in the complex nature of media and its influence on society.
2. What are two quantitative research methods used in communications research?
Quantitative research method uses structures tools of data collect and statistical analyses to test predetermined hypotheses. Researchers can use surveys or experimental research to conduct quantitative research.
3. What are two advantages and two disadvantages for each of the quantitative methods?
Surveys are good because the researcher can study the subjects in their natural environment. Surveys also allow researchers to collect views from a population that is representative of the general population. Surveys cannot fully capture the reality of an occurrence since it only relies on witness accounts. Another weakness is that survey respondents are susceptible to biases and stereotypes (Jensen, 2002)
Experimental research is used to quantify the reaction of individuals exposed to various media in a controlled environment. This method of research allows direct causal and effect relationships to be established. Additionally, it gives researchers control over one or all variables. Experimental research is conducted in an artificial environment which does not necessarily exist in the real world. The individuals involved in the study may anticipate the researcher’s goals and respond accordingly.
4. What are two qualitative research methods used in communications research?
Qualitative research aims to understand the characteristics of phenomena through its effects on the affected population. Qualitative researchers may use observation and interviews to conduct their study.
5. What are two advantages and two disadvantages for each of the qualitative methods?
Interviews allow researchers to collect information on personal experiences. They also allow researchers to ask for clarification from respondents during the course of the interview. The open ended nature of interviews limits the level of predictability of the process. It may not be possible to determine the length of interviews due to the uniqueness of each respondent.
Observation allows the researcher to become the centre of the research and control the progress of the study. The researcher is able to collect all sensory information at the same time. Observation has been critiqued as a weak method of research because it does not have concrete methods of recording collected information. The observer is also susceptible to personal biases and other physical inadequacies (Jensen, 2011).
6. What are two practical applications for communications research?
Communication research is used to study the social impact of various media and communication processes on individuals and groups. Communication research can also be used to inform the direction of new media strategies and communication methods.
References
Jensen, K. B. (2002). A handbook of media and communication research: Qualitative and quantitative methodologies. London [u.a.: Routledge.
Jensen, K. (2011). A handbook of media and communication research: Qualitative and quantitative methodologies. London [u.a.: Routledge.
