tailieunhanh - Lecture Communication research: Asking questions, finding answers (2/e): Chapter 1 - Joann Keyton

Chapter 1 - Introduction to research in communication. After reading this chapter, you should be able to: Identify instances in which you could use or conduct communication research as a student, use or conduct communication research as a professional, and use the results of communication research in your personal life; explain the goals of research; explain the relationship of research and theory;. | Chapter 1 Introduction to Research in Communication Research: Process of asking questions and finding answers Application of scientific and systematic procedures Assumes that patterns can be uncovered Empirically based methods Your Relationship with Research Scholarly research You in the role of researcher You in the role of research consumer Proprietary research Commissioned for private use Scholarly Research Formal and systematic method Available to the public and other researchers Scientific outcomes Describes behavior Determines causes of behavior Predicts behavior Explains behavior Research and Theory Theory: Set of concepts, definitions, and propositions that presents a systematic view of the phenomena Developed and tested over time Attempts to explain and predict phenomena Research should be theoretically driven or aid in the creation of theory Communication as a Social Science Social science methods Look for patterns of communication behavior Must be . | Chapter 1 Introduction to Research in Communication Research: Process of asking questions and finding answers Application of scientific and systematic procedures Assumes that patterns can be uncovered Empirically based methods Your Relationship with Research Scholarly research You in the role of researcher You in the role of research consumer Proprietary research Commissioned for private use Scholarly Research Formal and systematic method Available to the public and other researchers Scientific outcomes Describes behavior Determines causes of behavior Predicts behavior Explains behavior Research and Theory Theory: Set of concepts, definitions, and propositions that presents a systematic view of the phenomena Developed and tested over time Attempts to explain and predict phenomena Research should be theoretically driven or aid in the creation of theory Communication as a Social Science Social science methods Look for patterns of communication behavior Must be empirical; verify through observations or experiences Focus on messages; effects of messages & their meanings Quantitative methods Relies on numerical measurement Qualitative methods Researcher is the primary observer The Scientific Approach Research follows traditions & procedures Start with an interesting question Formulate a hypothesis or research question Use reason and experience to refine the hypothesis or research question Conduct the observation, measurement, or experiment Analyze and interpret the data Characteristics of Science Based on evidence Testable Explores all possibilities Replicable Public record Self-correcting Measurement and observation Control error Objectivity Skepticism Generalizability Heuristic Methodological Extremes Law of the hammer Methodological tools for different purposes Content of research question or hypothesis drives selection of the methodological tool A method is only useful if it helps answer the research question or hypothesis Questions

• PR - Truyền thông
• Communication research
• Lecture Communication research
• Quantitative communication research
• Qualitative communication research
• Scholarly research
• Methodological extremes
• Quantitative research report
• Communication scholars
• Research questions
• Research process model
• Research process
• Research hypotheses
• Quantitative research hypotheses
• Planning research
• Research ethics
• Designing qualitative research
• Research objective
• Organizing resources
• Conceptualizing quantitative research
• Assessing hypotheses
• Quantitative research designs
• Posttest experimental design
• Qualitative research report
• Presenting the data
• Qualitative research
• Mutual simultaneous shaping
• Qualitative reports
• Experimental design