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Summary IRM Methodology (Full)
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1IRM M
ethodology
1. Introduction 3
1.1 Communication science 3
1.2 Scientific Approaches 3
1.3 Research Designs 4
1.4 Data Collection Methods 5
1.5 Causality 5
1.6 The third‐variable problem; tertium quid 6
1.7 The Empirical Cycle 7
2.1 Process of quantitative research 7
2.1 Research Questions or RQs 8
2.2 Operationalisation & Measurement 10
2.3 Measurement Validity & Reliability 12
2.4 Conceptual Models 14
3.Experiments 17
Experimental Designs 22
Experimental Notation 24
Validity in Experiments 25
4. Surveys 27
Sampling 27
Structured Interviews 29
Self-Administered Questionnaires 30
5. Content Analysis 32
, 2
1. Introduction
1.1 Communication scientists study an aspect of communication;
● Social media
● Organizational or group
● Interpersonal
● Rhetoric and persuasion
● Communication technology
ONTOLOGY; being
Objectivism (everything is objective, measurable) vs C
onstructionism (reality is not
definite, it can be interpreted)
EPISTEMOLOGY; knowing
Positivism (following the methdos of natural sciences) vs I nterpretivism (everything
can be interpreted)
1.2 Scientific Approaches:
Empirical‐Analytical Empirical‐Interpretive
● Observe, m easure from researcher’s ● Observe, interpret from participants’
perspective. perspectives.
● Observation = empiricism (empirical ● Understanding (not explaining)
cycle) ● Interpretivism & Constructionism
● Rule out alternative explanations ● Qualitative
● Explaining (not understanding) ● Methods; I ndividual interviews, focus
● Positivist & Objectivist point of view group interviews, ethnography
● Quantitative
● Methods; Experiment, survey, content
analysis
In Communication Research we use;
1. Research Strategies (Quantitative or Q
ualitative?)
, 3
2. Research Designs (it's a framework guiding the data collection)
3. Research Methods (the specific data collection method)
research s trategy ➡
research design ➡ research method
•Qualitative •Experimental •Survey
•Quantitative •Cross-sectional •Interview
•Longitudinal •Observation
•Case study •Content analysis
•Comparative •…
1.3 Research Designs
Experimental
● Few(er) cases
● Controlled environment
● Manipulation of independent variable
Cross-Sectional
● Many cases
● Single observation (single point in time)
● Associative design
● Limited/No control over the environment, independent variables
Longitudinal
● Many cases
● Multiple observations, over‐time (valuable to test Chronology (did x occur
before y?)
● Panel, cohort, repeated cross‐section
Case Study
● Single case
● One or more forms of observation
● Case (setting) is crucial part of research (critical , extreme, typical,
revelatory, longitudinal)
Comparative
● Multiple comparable or contrasting cases
, 4
● (Multiple) observations per case (cause what you do is to compare
observations between cases)
1.4 Data Collection Methods:
1. Observation
2. Posing Questions
3. Content Analysis
1.5 Causality
1. Chronology;
X occurs before Y (experiment / retrospective self‐report
cross‐sectional/longitudinal) (example; preparing for each class before you
make the exam)
2. Covariation
If X changes, so does Y (experiment/cross‐sectional/longitudinal) (example;
prepare (more) for class, perform (much) better on the exam)
3. Exclusion of o
ther factors (than X) affecting Y (experiment);
(example; preparing for class only explanation as to why one
performs better on exam)
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