COM 363 : LECTURE 1COM 363 : LECTURE 1

What is researchWhat is research The characteristics of researchThe characteristics of research The research proceduresThe research procedures Areas of communication researchAreas of communication research Research method. Research method.

What approach ??What approach ??

What is researchWhat is research …………. ………….

Introduction to researchIntroduction to research Research in communicationResearch in communication

Communication covers a wide scope of topics. Communication covers a wide scope of topics.

What should we understand about research?What should we understand about research? attempt to discover something ( Wimmer and Dominick, 2000)attempt to discover something ( Wimmer and Dominick, 2000) A systematic effort to secure answers to questions which deals A systematic effort to secure answers to questions which deals

with issues requiring reference to data and information with issues requiring reference to data and information ( Reinard, 2001)( Reinard, 2001)

The manner in which we solve knotty or puzzling problems and The manner in which we solve knotty or puzzling problems and a way of looking at accumulated fact so that the collection of a way of looking at accumulated fact so that the collection of data speaks to the mind of the researcher ( Leedy, 1980)data speaks to the mind of the researcher ( Leedy, 1980)

Realities about COM 363 Realities about COM 363 …..your research …..your research

Time is crucial Time is crucial Group members and commitmentGroup members and commitment Purpose is to test your ability to apply to Purpose is to test your ability to apply to

what have been taughtwhat have been taught

Therefore, your research should be Therefore, your research should be manageable, NOT a research with the aim manageable, NOT a research with the aim

to to …….…….

…………………………..

CHANGE CHANGE THE THE

WORLD WORLD

CHARACTERISTICS OF RESEARCHCHARACTERISTICS OF RESEARCH Research begins with a question in the Research begins with a question in the

mind of a researcher – Who, what, why, mind of a researcher – Who, what, why, where and how?where and how?

Research demands the identification of a Research demands the identification of a problem, stated in clear and unambiguous problem, stated in clear and unambiguous terms. Research problem is the heart of terms. Research problem is the heart of every research.every research. What triggers you to study a phenomenaWhat triggers you to study a phenomena

Research deals with the main problem Research deals with the main problem through appropriate subproblemsthrough appropriate subproblems

Cont ……… Cont ……… CHARACTERISTICS OF RESEARCHCHARACTERISTICS OF RESEARCH

Research requires a planResearch requires a plan Research seeks direction through appropriate Research seeks direction through appropriate

hypothesis and is based upon obvious hypothesis and is based upon obvious assumptionsassumptions

Research deals with facts and their meaning. Research deals with facts and their meaning. How do you do it?How do you do it?

Research is a never ending process. Research is a never ending process. - It is designed to answer a series of questions which - It is designed to answer a series of questions which produces a new set of questions no one thought of produces a new set of questions no one thought of before.before.

Practice of research……..Practice of research……..Sometimes people distinguish between two types Sometimes people distinguish between two types

of research:of research:(1) (1) Academic (Basic research)Academic (Basic research)

pure scientific researchpure scientific research Learn about relationships among variables ( a characteristic Learn about relationships among variables ( a characteristic

such as age, education ) that is subject to change & occurs in such as age, education ) that is subject to change & occurs in varying degree).varying degree).

Has a theoretical or scholarly approachHas a theoretical or scholarly approachEg: effects of TV programs on children/ Eg: effects of TV programs on children/ The Internet as audience news selection The Internet as audience news selection

(2) (2) Private (applied research)Private (applied research) Done to solve an immediate practical problem. Done to solve an immediate practical problem. Results are intended to be used for decision making Results are intended to be used for decision making

The research procedures/processThe research procedures/processSelect a problem/ research topic Select a problem/ research topic

Review existing research and theory ( if relevantReview existing research and theory ( if relevant))

Present the results in an appropriate formPresent the results in an appropriate form

Develop research question/ hypothesisDevelop research question/ hypothesis

Determine an appropriate methodology/ Determine an appropriate methodology/

research designresearch design

Collect relevant data Collect relevant data

Analyze and interpret the resultsAnalyze and interpret the results

Replicate the study ( when necessary )Replicate the study ( when necessary )

Choosing a topicChoosing a topic Relevant to your sequence/ interestRelevant to your sequence/ interest Not too generalNot too general

HypothesisHypothesis A statement of what you expect to find according to A statement of what you expect to find according to

predictions from a theorypredictions from a theory A hypothesis A hypothesis predicts a relationshippredicts a relationship between or between or

among among variablesvariables, factors that change, factors that change A hypothesis need A hypothesis need operational definitionoperational definition (precise (precise

ways to measure the variables)ways to measure the variables)

Areas of communication researchAreas of communication researchAreas of Mass media Communication What can be researched?? Examples

ADVERTISING-The Study of mass media methods to promote a

product, service

  -Case Study of new product branding

JOURNALISM/ BROADCAST JOURNALISM

The study of news reporting process in the print media

 Reporting for news magazine : Case study on ??????

program

 The study of organizing news for presentation in the

media : The case study of News at 7

PUBLIC RELATIONSManaging publicity and press relations in an

organization, a person or cause

 The role of public relations in public sector: Case study

on Majlis Daerah Tamparuli, Sabah.

RADIO BROADCASTING News Reporting processes for radio broadcasting

TELEVISION Reality programs as popular culture : A case study of

Malaysian Idol / Akademi Fantasia

  Women's portrayal in Malay Drama

PUBLICATION Content developing in Web publication

  The publication process of local magazine

  Book publication in universities

Research methodsResearch methods

Specific strategies or techniques for systematically conducting a Specific strategies or techniques for systematically conducting a researchresearch(1) (1) qualitative methodsqualitative methods

Investigation that can be measured & best understood within a Investigation that can be measured & best understood within a natural settingnatural setting

nonnumerical knowledge about things / research item that cannot nonnumerical knowledge about things / research item that cannot easily be quantified such as meanings of experience, how we feel easily be quantified such as meanings of experience, how we feel when we engage in online communication.when we engage in online communication.

Qualitative research is sometimes synonym to ethnographic Qualitative research is sometimes synonym to ethnographic research ( Wimmer & Dominick, 2000)research ( Wimmer & Dominick, 2000)

(2) (2) quantitative methodsquantitative methods gather information in numerical form / descriptive statisticsgather information in numerical form / descriptive statistics

Research approachesResearch approaches What are the methodologies of research designWhat are the methodologies of research design

Qualitative methodQualitative method(Ethnography )(Ethnography ) Field research Field research

Case studiesCase studies

Participant observationParticipant observation

Textual analysisTextual analysis

Historical researchHistorical research

Quantitative method Quantitative method Descriptive statistics - Descriptive statistics -

Results will be generalized to Results will be generalized to the population being studiedthe population being studied

Survey Survey ( questionnaire, ( questionnaire, telephone interview)telephone interview)

Experiments - how one Experiments - how one variable affects other variable affects other variablesvariables

Field researchField research Most popular approach to field research is the Most popular approach to field research is the case studycase study What are What are case studiescase studies ? ?

A thorough investigation of a single group, incident or event, A thorough investigation of a single group, incident or event, organization or community.organization or community.

Accompanied through a few research approach combining Accompanied through a few research approach combining intensive investigationintensive investigation, , informal interviewsinformal interviews ( supplement from ( supplement from official records, official records, survey survey or newspaper files)or newspaper files)

Often use the technique of Often use the technique of participant observationparticipant observation 5 stages in conducting case studies :5 stages in conducting case studies :

(1) design(1) design(2) pilot study(2) pilot study(3) data collection(3) data collection(4) data analysis(4) data analysis(5) report writing(5) report writing

Participant observationParticipant observation

A researcher becomes a member of the group A researcher becomes a member of the group being studied by being studied by immersing yourself in those immersing yourself in those activities and gaining insight into the activities and gaining insight into the perspectives of those group / community/ perspectives of those group / community/ person/ phenomena.person/ phenomena.

Join the group without informing the members Join the group without informing the members OR reveal themselves OR reveal themselves

Advantages – depth and breath of Advantages – depth and breath of understanding the group/ event being studiedunderstanding the group/ event being studied

Disadvantages Disadvantages one case may not be generalized to similar situationone case may not be generalized to similar situation Potential bias of the researcherPotential bias of the researcher

SurveySurvey

QuestionaireQuestionaire or or interview interview are ways of gathering are ways of gathering informationinformation

Ideal to study a large number of people Ideal to study a large number of people (sample) (sample)

Sample and population ? Who are they?Sample and population ? Who are they? How are representative sample selected ?How are representative sample selected ?

Random sampleRandom sample Stratified sampleStratified sample

Types of question : close- ended and open -Types of question : close- ended and open -endedended

Interview/ Indepth interviewInterview/ Indepth interview

F2F, telephone, online via e-mail etc, post (snail F2F, telephone, online via e-mail etc, post (snail mail)mail)

Set of questions or Questionaire ( self Set of questions or Questionaire ( self administered / administered /

structured or unstructured interviewsstructured or unstructured interviews What factors to consider before interviewing?What factors to consider before interviewing?

Reliable sourceReliable source TimeTime Establish rapportEstablish rapport Related questions Related questions

Textual analysisTextual analysis Sources for pre collected dataSources for pre collected data : :

voting records, voting records, Government recordsGovernment records media organization business reports/ annual media organization business reports/ annual

reportsreports WebsitesWebsites Historical records.Historical records. TV / radio program/ programmingTV / radio program/ programming

Content analysisContent analysis Kerlinger Kerlinger define content analysis as a method of studying and analyzing define content analysis as a method of studying and analyzing

communication in a systematic, objective and communication in a systematic, objective and quantitativequantitative manner for the manner for the purpose of measuring variables. purpose of measuring variables.

interpreting written text ( scripts) , orally presented speeches, stories told, interpreting written text ( scripts) , orally presented speeches, stories told, community practices, policies, Message in advertising ( print or TV) , web community practices, policies, Message in advertising ( print or TV) , web content and web designcontent and web design

How it’s done ? Steps in content analysis………..How it’s done ? Steps in content analysis……….. Formulate research questionFormulate research question Define population & select sample Define population & select sample Select and define a unit of analysisSelect and define a unit of analysis Construct Construct categories categories of content to be analyzedof content to be analyzed Establish quantification systemEstablish quantification system Train coders & conduct pilot study Train coders & conduct pilot study Code the contentCode the content Analyze the collected dataAnalyze the collected data Draw conclusions & search for indicationDraw conclusions & search for indication

Eg: Eg: Women’s portrayal in the media/ Malay filmsWomen’s portrayal in the media/ Malay films Double meaning in sitcomsDouble meaning in sitcoms

ExperimentExperiment

how one variable affects other variables.how one variable affects other variables. Research in a setting ( a laboratory, room) Research in a setting ( a laboratory, room)

with a minimum influences with a minimum influences To study the effect : before and after To study the effect : before and after Through focus groupThrough focus group

Example : Example : A study of violence of TV program on children A study of violence of TV program on children Voting habits during electionVoting habits during election

Historical researchHistorical research

• Investigation about significant past events, Investigation about significant past events, people, projects. people, projects.

• Sometimes done through Interview/ focus Sometimes done through Interview/ focus groupgroup

• Analyzing past records and comparing Analyzing past records and comparing current event.current event.

Other methods Other methods

Meta –analysisMeta –analysis Longitudinal Longitudinal

WHAT IS YOUR WHAT IS YOUR RESEARCH TOPIC?RESEARCH TOPIC?