Research Methods in Communication Ringo Mas Home Page

Research Methods in Communication Ringo Ma’s Home Page http: //www. hkbu. edu. hk/~ringoma/ Ringo Ma’s Lecture Notes http: //www. hkbu. edu. hk/~ringoma/syllabi. html Office: CVA 914 Phone: 3411 -7483

Chapter 1 Introduction to the Research Culture • The importance of knowing research methods – We have become a research-based culture. • Claim, evidence, & warrant • Five common everyday ways of knowing: – Personal experience – Intuition – Authority – Appeals to tradition, custom, and faith – Magic, superstition, & mysticism

A Model of Argument Evidence Claim Warrant Backing

• Induction – Reason from Specific to General • Deduction – Reason from General to Specific

The Classical Ideal of Science Induction Theories Deduction Generalization Hypotheses Method & measurement Observation Operationalization

Theory Construction Axioms, Premises, or Assumptions Theorems, Theoretical Statements 1+1=2 a 2+b 2=c 2

A wonderful theory of dating Axioms, Premises, or Assumptions ? Theorems, Theoretical Statements 1. The more physically attractive a man is, the more dating opportunities he tends to have. 2. The more dating opportunities a man has, the less generous he tends to be toward each dating partner.

• Proprietary research vs. scholarly research • Characteristics of research – Research is based on curiosity and asking questions. – Research is a systematic process. – Research is potentially replicable. – Research is reflexive and self-critical. – Research is cumulative and selfcorrecting. – Research is cyclical.

Research Cultures • Physical sciences, humanities, social sciences • Positivist vs. naturalistic research – The positivist paradigm is concerned with how to apply some of the methods used in the physical sciences to the study of human behavior. – The naturalistic paradigm is concerned with the development of methods that capture the socially constructed and situated nature of human behavior.

A working model of communication research • Phase 1: Conceptualization • Phase 2: Planning and designing research (transform abstract concepts into operational, or measurable terms) • Phase 3: Methodologies for conducting research • Phase 4: Analyzing and interpreting data • Phase 5: Reconceptualization